Loona is the brand new globally oriented sub-brand of a Pharma Group in the field of women health. Over a span of 6 months, vinille and Loona’s team worked together to build mind front’s brand strategy, brand architecture, brand name and brand identity across the North America market.

In terms of brand strategy, naming and visual identity, it was necessary to firstly consider the association between Loona and team in their brand architecture, as well as the collaborative relationship of healthcare in the Northern American market. As a professional medical brand focussed around value and efficacy, the new brand also needed to integrate the humanistic care of a mental health brand. A good fusion of two seemingly contradictory brand essences were required. However the market development and maturity in different countries are at different stages, as are the age composition and disease types of target consumers. We needed to build a brand strategy and brand visual identity that could accommodate these considerations across the Canada and USA markets.

Inspired by the brand idea of aesthetic ideology, our creative team worked across all visual identity assets, ensuring they immediately established the brand’s personalities of pioneering, empathetic, personal, and supportive. The visual identity forms a unique and forward-looking visual style through the combination of graphics and pictures. Communicating a new standard in health & beauty, the logo is broken into core elements with each forming a unique font. A scientific and precise language that is also smart, personalised and progressive is complemented with a warm palette of dusky pinks and aesthetic colors.

“We highly recognise vinille’s professionalism, global vision, experience and dedication. Vinille has also become our brand strategic partner.” – said VP of Brand Loona.

With its new visual identity, Loona is transcending vitamins on a purely product level to create a personalised system and lifestyle brand that captures the living, changing the relationship we all have with our bodies.