Story
Lua is a pioneering sexual wellness brand dedicated to empowering women through a vibrant community, comprehensive educational resources, and innovative products. Its mission is to support every woman on her unique journey towards sexual confidence, health, and empowerment.
Challenge
The sexual wellness industry has long been dominated by clinical or overtly suggestive approaches, failing to address women's needs with sophistication and sensitivity. Lua's challenge was to create a brand identity that would revolutionize the perception of sexual wellness, challenging taboos and providing resources that empower women to confidently embrace and integrate their sexual health into their overall wellness journey.
Strategic Approach
Drawing inspiration from the phases of the moon, Lua’s visual framework was designed to mirror the multifaceted nature of a woman and their hormonal cycle. By aligning these key expressions with the rhythms of the female form, Lua’s brand was able to translate complex emotional and physical experiences into a cohesive visual language. This approach allowed us to challenge industry norms while maintaining an authentic connection to women's lived realities.
What we did
Branding
Social Media Toolkit
Art Direction
Credits
Product Design Graphics by Jordi Bayona
Visual Identity
Lua’s brand identity is deeply rooted in symbolism and meaning, drawing inspiration from the woman's body.
At the heart of the visual system there is a unique shape language, inspired by the vulva's form, thoughtfully abstracted into elegant shapes that represent different aspects of sexual wellness. Each shape corresponds to one of the four brand expressions, allowing for versatile yet cohesive communication across all touchpoints.
Reinforcing the brand's connection to the moon, the logomark is designed around a diamond shape, which forms the core of our visual system. The three letters of 'LUA' are presented in the main typography, with a distinctive adjustment: the 'U' shape is shortened and slightly elevated. This alteration not only ensures that the letters fit seamlessly within the diamond shape but also subtly evokes the image of a crescent moon, reflecting the brand’s name.
Lua’s type palette pairs the clean, contemporary lines of the Maurice typeface with the elegant curves of EB Garamond. This typographic duo strikes a balance between modern sensibility and timeless sophistication, mirroring the brand's overall aesthetic.
The brand’s color palette strikes the perfect balance between sexy and classy, seamlessly combining sensuality with sophistication. Rich burgundies and vibrant pinks convey a sense of passion and intensity, while muted blues and greens provide balance, serenity, and depth. Warm earth tones, such as golden yellows and olive greens, evoke the natural, instinctual qualities of sexuality. Soft, dreamlike hues like pale pinks and lilacs suggest tenderness and intimacy. This harmonious blend of colors helps to create an atmosphere that is both inviting and deeply evocative.
Redefining Sexual Wellness
Lua’s brand identity represents a significant step forward in destigmatizing sexual wellness, proving that intimate topics can be addressed with both elegance and authenticity. By establishing a distinctive presence in the market, Lua’s brand supports the company's mission to normalize and elevate sexual wellness conversations.