La Lune Corporate Identity is an award-winning comprehensive visual branding system developed for an exclusive children's clothing boutique, exemplifying sophisticated design principles through its thoughtful integration of storytelling and visual elements. The identity system, created by designer Yongfeng Zhou and team in 2015, draws inspiration from celestial themes and fairy tale narratives, centered around the poetic concept that every child is a precious gift from the heavens. The design framework incorporates a carefully crafted narrative featuring a character named Nunu who originates from the moon, establishing an emotional connection with the target audience of children aged 0-5 and their parents. This innovative approach to brand identity seamlessly merges practical commercial objectives with whimsical storytelling elements, utilizing a cohesive visual language that spans across various touchpoints including stationery, retail environments, and fashion merchandise. The corporate identity system demonstrates particular significance in the context of China's changing demographics and consumer landscape, specifically addressing the emerging needs of modern parents while maintaining luxury market positioning. The project, which earned recognition with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, showcases exceptional achievement in combining strategic brand development with artistic expression, featuring a sophisticated visual system that effectively communicates brand values through its moon-inspired motifs, character design, and storytelling elements, all while maintaining professional standards in visual communication design.
corporate identity design, children's fashion branding, luxury retail design, visual storytelling, brand narrative, celestial design elements
CITATION : "Adam Dawson. 'La Lune Corporate Identity.' Design+Encyclopedia. https://design-encyclopedia.com/?E=441103 (Accessed on July 09, 2025)"
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