brand · 2024
Lune
Where scent becomes architecture.
A complete identity system for an independent French perfumery entering the luxury market. We built a visual language as layered and evolving as the fragrances themselves.
The brief
Identity as sensation
We anchored the system in a tension between the celestial and the earthen — gold on near-black, a custom typeface derived from astronomical maps, and a logotype that reads like a phase diagram of the moon. The wordmark shifts weight as it scales, heavy at display, whisper-light on foil. Every touchpoint was pressure-tested against candlelight: the only light that matters in a boutique.
The material language
Packaging became the centrepiece: debossed lunar cartography on matte black card, a gold-thread ribbon referencing the florist beneath the studio, a glass bottle whose proportions were borrowed from a 1920s medicine cabinet Margot had found at a marché aux puces. The campaign photography brief was a single moodboard of one image: a half-open window at 3am.
Outcome
Lune launched at Biennale Paris with coverage in Wallpaper*, Vogue France, and AnOther Magazine. The identity sold out its first print run of the brand book in eleven days. Stockists in London, Tokyo and New York followed within six months. Margot emailed: "People keep asking if we've existed for thirty years. That was the goal."