Moon School isn’t just products; they guide the journey to self-care, ambiance, and mindfulness.
Brand Strategy and Visual Identity. Collaborating with Heist Creative on Photography.
Initially, Moon School sought a simple brand refresh. However, we recognised the opportunity to go deeper. We dove headfirst into audience research, uncovering a surprising insight: a significant untapped market in men seeking self-care. This pivotal discovery challenged the initial brief and led us to redefine the brand’s visual direction to be more inclusive and gender-neutral. Furthermore, we understood the importance of candles as more than just products; they serve as tools for self-care and mindfulness.
Inspired by the lunar cycle, we built the Moon School strategy around the meaning of each moon phase. This led to four core words: Pause, Reflect, Ground, Flow. These words became the driving force behind the illustrative graphics, seen in the subtle details and tissue paper patterns.
The visual identity needed to be raw, mirroring the often messy nature of self-discovery. A handwritten font was introduced, giving off a ‘journaling’ vibe.
Moody, neutral colours were chosen to provide warmth, while also allowing the product – often a brightly coloured glass jar sprinkled with crystals – to be the hero.
The resulting brand identity is a true reflection of Moon School’s values. It’s a call to self-care and mindfulness, resonating with a diverse audience. This wasn’t just a design project, it was a journey of intuition and connection. We lit candles, turned up the jazz, and let the brand essence guide us.
