Luna & Luci
Luna & Luci is a new B2C venture from established footwear B2B design company Goldline Creative, who supply large chain brands such as John Lewis, River Island and other large household brands with products.
Goldline approached Alloneword with a view of building a direct to consumer brand and website for their new premium feeling (but affordable) slipper range. Starting with a thorough in-depth branding and brand name workshop session, we then defined the logomark, typography, brand values and stylistic treatment.
Producing then everything from print collateral, social media campaign assets, new Shopify website and even video production, the new Luna & Luci brand feels aspirational, desirable, and most of all engaging.
A Visual Lexicon for Relaxation
The Luna & Luci brand is designed around the concept of relaxation and unwinding, and each and every part of the brand aesthetic alines to this. From gentle pastel shades in the colours, to a delicate typography treatment, Alloneword have designed the brand to be one of calm and tranquility.
With input into the art direction of the photography, we helped shape a psychological connection to relaxation by introducing the concept of long shadows, which form early in the morning and later in the afternoon, which is when we’re less likely to be in work mode, and more likely to connect with a feeling of calm.
The website itself even asks customers to pause momentarily before they enter, thus deciding that a customer must even take time to relax before they purchase, and to experience the brand to the fullest.
AW Photoshoot Behind the Scenes
To help bring out the brand and engage on social media, we shot and produced a behind the scenes video during the photoshoot.
Defining a Smooth Purchase Journey
Once the branding had been undertaken by Alloneword, the Shopify website was created, employing all the new brand aesthetic and values. The focus was on pace of reading, interactions and simplicity, with extensive critical thinking around personas and journeys.
The website itself harnesses Shopify technology to the fullest, showing trending products, highlighting the time window for express delivery based on a customers current time, and soft abstract layouts help to give an editorial glossy magazine feel.
The end result is a seamless and easy to use Shopify e-commerce website which effortlessly converts to sales.
“From the very get-go we were fully invested in this project, but as soon as Paul, Wayne and the L&L team gave us free creative reign to really push the boundaries, the branding, website and art direction really came into its own. We enjoyed each and every hour spent on this project and have since purchased their slippers many times for ourselves, family and friends.”
Jon Dodd, Design Partner at Alloneword
External credits and collaborators:
Photography: Peter Alvey Photography
Marketing and co art direction: Lucy Francis
Ident animation: Andrew James