Lunaria Botanicals | Minimal, Elegant Brand Identity Inspired by Nature

Lunaria Botanicals is a fictional herbal skincare brand I created to explore a refined, minimal aesthetic rooted in nature. This self-directed project challenged me to craft a soft, elegant brand identity that would feel grounded and intentional.

The target audience for this brand is Gen Z and millenial women focused on wholistic wellness inspired by nature and created using natural ingredients. I used imagery that was aesthetic, calming, and neutral to inspire the logo and brand kit. The goal was to create a brand identity that feels eleg

ant but simple - concepts tied together by the beauty of nature.

The primary logo was designed to feel elegant and minimal, with a nod to the natural essence of the brand. The green "Lunaria" with a leaf dotting the "i" is meant to feel like a vine, emphasizing the natural name. The work "botanicals" was designed in a simple, clean font to clearly state what the brand offers and keep it simple. The mixture of calligraphic and clean text fonts communicates an elegant yet simple and straightforward brand - emphasizing Lunaria Botanicals's quiet elegance. The secondary logo was created for use on smaller packaging, social icons, and any other necessary uses. Its design also includes the viney, leafy imagery to simply convey the brand's vibe.

The color palette's design focuses on earthy, neutral tones keeping the brand close to its roots (pun intended) of nature, simplicity, and elegance. Fonts were chosen to convey a clear, simple tone, representing honesty and authenticity,

and leaving room for products to speak for themselves.

I pulled all of this together in the Lunaria Botanicals Brand Guide to give the fictional business a strong brand foundation. I loved creating the logo and exploring different color palettes, as well as putting together the visual direction for the brand guide. Creating visually pleasing aesthetics that tell a story is my favorite thing, so seeing it all come together was really fun. Each project I work on allows me to grow and further discover my own creativity, which is one of my favorite parts of the process!

View the full Brand Guide here!

If you like this style, reach out! I'd love to create something together.