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ABOUT
Lune is a period tracking app designed to make cycle tracking feel personal rather than clinical. Its identity balances intelligent tracking with a warm, accessible experience, helping users understand their bodies with greater clarity and confidence. The brand avoids judgment, stereotypes, and narrow assumptions about how menstrual health products should look or communicate.
APPROACH
The project built Lune’s gender-neutral identity from the ground up, beginning with a distinctive logo and wordmark. Color and typography explorations established a flexible foundation that feels inclusive, calm, and confidently modern. Every choice was made to welcome a broad audience while keeping health information clear, approachable, and easy to navigate throughout use.
APPROACH
From this foundation, the system expanded into stationery, supporting collateral, and a defined direction for photography and imagery. Consistent graphic elements, spacing, and tonal choices connect each application without making the brand feel rigid or repetitive. Together, these components give Lune a recognizable visual voice that supports both practical tracking and personal menstrual health.
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