Since 1984 LUNAR has specialized in designing beautiful, ingenious and charismatic products for it’s customers. They have produced some of the worlds most iconic pieces of industrial design for HP, Oral B and SanDisk. In 2014 Airlift was asked to provide concepts to inject energy into their brand experience & to rethink their core logotype.
We started out by having a series of workshops to help LUNAR think of who they are currently and who they want to be in the future. They felt that there was heritage in their name and current identity and as result we tried to embrace this in all our explorations and final executions.
We came to the conclusion that in order to create a unique and ownable brand language for LUNAR it was extremely important to embrace not just the moon as a symbol, but the beauty and magic of light that is cast by the sun, cycles, repetition, and transformation.
Our Approach & Results
We provided a multitude of brand paths which included; strategy, visual design, identity, motion, typography and color. Our ultimate goal was to communicate transformation, cycles, dynamism and to genuinely celebrate creativity utilizing a lunar eclipse as a basis for inspiration.
The final results provided us with 3 strong brand systems that center around Duality, Cycle and Eclipse. Each one is subtlety different in it’s execution and approach and yet uniquely different in its visual treatment.