Branding & Packaging
Lunaume
Lunaume is a premium women's wellbeing brand entering the market with a collection of high-quality supplements for women aged 30 to 55. Created for women with full lives and high standards, who value quality in every aspect of their lives. From their daily routines to the products they choose to surround themselves with. With Lunaume, founder Narjiss brings a fresh, refined and subtly rebellious perspective to women's wellbeing. Inspired by her own experiences, she believes in a more personal approach to wellness, with thoughtfully developed products that fit effortlessly into the rhythm of modern life.
The debut collection introduces Clarity, Balance and Restore, three supplements designed to support different needs throughout the day. Together with Narjiss, Studio NNK developed the brand strategy, visual identity and packaging design, bringing the credibility of science-backed wellbeing into the world of premium lifestyle. With a vision that extends well beyond the first product collection.
In a wellness market where many brands follow the same visual codes, the challenge was to establish a distinctive position that would resonate with a discerning, mature audience. We explored the category and the lifestyles of the women behind it, uncovering what they truly value in a premium wellbeing brand. This shaped a brand personality that feels refined and quietly confident, with a sense of warmth and humanity. A considered point of view that respects women for who they are, free from the familiar wellness narrative of constantly needing to improve or reinvent themselves.
The visual identity draws inspiration from natural rhythms and the beauty of everyday rituals. The bespoke wordmark features elegant, flowing letterforms, while the brand mark brings together the meanings behind the name: Luna, Latin for moon, and Ume, Japanese for plum blossom. These references continue through organic forms and a rhythmic graphic language of delicate lines, circles and repetition. Fresh Lunaume Blue introduces an unexpected contrast to warm, earthy neutrals and deep browns. The colour palette follows the rhythm of the day, giving Clarity, Balance and Restore their own distinct atmosphere within a cohesive packaging system.
Brand strategy — brand story, vision & mission, brand values, target audience research, competitor analysis, brand personality, tone of voice & messaging architecture
Creative direction — overall brand look & feel, visual direction & photography direction
Visual identity — custom logo system, colour palette, typography, graphic system, brand book & guidelines
Packaging design — packaging system for Clarity, Balance & Restore, sachets & shipping box
