Atelier Luna
Made for those who want to transform the normal to iconic, Atelier Luna is a global fashion platform focused on sustainability, artistry, and timeless expression of the self, free from preconceived notions or limits.
Atelier Luna fuses intuition and expertise to create exquisite, artful apparel that transcends time. Crafted with masterful precision, every seam and pattern in their garments tells a story - inviting wearers to step into their own legend.
Transformed by magic
Every garment is crafted with intention, imbued with magical energy and purpose, empowering the wearer to express their own identity. Each garment from Atelier Luna’s vintage denim line carries the essence of its past, echoing the fabric’s history while embracing bold craftsmanship.
Logo Design
Atelier Luna’s logo is an Alebrije of a winged horse with the head of a dog and tail of a fox. Mexican legends tell of spirit guides and mischief-makers which urge us toward adventure, keep us from danger, and fill our lives with everyday magic. These legends inspired artisans to create the iconic contemporary art form of Alebrijes, a mystical mashup of animals, hand-carved and painted in a rainbow of psychedelic colours. Our unique Alebrije, transcends the limits of possibility and celebrates the transformative power of imagination.
Visual Identity
The visual identity is built on fluidity and contrast. A broad suite of gradients reflects themes of transformation and movement, while also allowing the brand to adapt visually across different collections and garment colourways. Typography contrasts an italicised serif font (evoking vintage tailoring and timelessness) with a bold sans serif (modern, grounded, and confident). These elements are placed in editorial-style compositions, adding structure and a high-fashion sensibility that nods to premium print publications.
Creative Direction
The creative direction for the launch campaign brought the brand’s ethos to life with dynamic poses and vivid lighting. Smoke machines were used on set to diffuse coloured light and create an ethereal, high-drama effect - mirroring the brand’s otherworldly tone. The lookbook was designed as both a visual narrative and a strategic brand asset, with carefully curated composition and styling to showcase each garment’s detail, texture, and spirit.
Collateral
From packaging to hardware, every detail reinforces the brand story. Gradient applications across boxes and printed materials create a strong, cohesive identity, while recycled paper and plastic elements reflect the brand’s commitment to sustainability. Even the smallest hardware - aglets, fasteners, buttons - features the brandmark or wordmark, showcasing craftsmanship at every level and elevating each garment into a collectible piece.
