BRAND PROJECT: MAMA LUNA’S
Presenting, Mama Luna’s — a bakery 78 years in the making.
Mama Luna has been sharing her baked goods since she was 16. Her grandkids finally inspired her to open up her own shop in 2023.
Scroll to explore the brand reveal.
LOGO SUITE
We wanted to reflect the “home grown” feel her bakery has in the logos. This is done in two ways.
Most obviously, we chose a crescent moon for the illustration to reference Luna’s name. This is accompanied by the stars on her business card, to stand for the three grandchildren who inspired her to open up her own shop.
More subtly, the font we chose has softer edges & gently uneven lines — as if it was handwritten with a pen. This emphasizes the homemade vibe while still communicating a high-end product through the serif type.
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PRINT & PACKAGING DESIGN
The business cards, menu & loyalty cards all have rounded edges to reflect the softer look chosen for the logo & type set.
We specifically went for a more minimalistic vibe because all of her baked goods are created with only the simplest, purest ingredients.
When you pick up the menu at Mama Luna’s, you should immediately feel relaxed & at home — as if someone invited you into their kitchen for 3pm coffee & a pastry.
The product labels reflect this welcoming vibe with an understated note to the side that reads, “From Mama, with love.” Because that’s what all her baked goods are made with. From her kitchen, to yours.
VISUAL IDENTITY
The last part of our project visually communicates how her brand should look & feel.
These are visuals she will mimic in photography style either when choosing stock photos or organizing a branded photoshoot. It offers the exact tone & vibe that will resonate with her dream clients.
For Mama Luna’s, we wanted the photography to reflect her hometown (beautiful Capri) as well as the natural warm, welcoming nature she always radiates with. A couple mouth-watering treats thrown into the mix didn’t hurt either.🥐
This project was designed through my Tier 3 package.
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