Growing up in a family with two prominent Italian bakeries in Queens, the Lungren’s baking heritage was to be reborn. Looking to transform their family business founded on grandmother’s recipes, Lunetta was envisioned as a marketable gourmet line that would one day become a household name. Our brief was to create a brand that for the high quality, hand-crafted baked goods with “a slight Italian cheek”.
A timeless symbol of the moon, a silver crescent, was used to trademark Lunetta, which translates to Little Moon. Tongue-in-cheek product names, a playful colourful palette and elegant renaissance etchings, unite in a playful mix of the past and the present — each element of the multi-faceted identity adding to the rich story behind the sweet treats.
To further realise the brand’s potential, we visualised Lunetta’s store launch, complete with environmental graphics and customised crockery. The full brand suite included social media assets, stickers, carry bags and gift boxes, for Lunetta’s next step from regional supplier to retail destination.