Design problem
1. How can we come up with a brand identity unique to Lunar?
2. How can we design the packaging to be more sustainable?

Solution: Lunar
Lunar stands out from existing competitors through its use of biodegradable packaging materials, such as bamboo, and its playful brand identity centered around a Japanese folklore.

My role
Designer in charge of all creative aspects of the brand from conception to completion.

Timeline
9 weeks

Concept — Tsuki no Usagi (Moon Rabbit)
Tsuki no Usagi, which literally translates to Moon Rabbit, is a famous Japanese folklore about a rabbit’s kind and selfless actions resulting in it being able to live on the moon. Based on this folklore, some people believe you can see a bunny pounding mochi on the moon during a full moon. This folklore became the inspiration for the logo and brand of Lunar.

Logo
With the folklore in mind, sketches for the logo were created incorporating elements from the story such as the moon and rabbit.

Iterations and refinements were made to the chosen design. After some discussion and critiques, I decided to stack two circles on top of each other to create the shape of a crescent moon instead of creating the moon out of a single circle. As a result, the final logo design has a much rounder, cohesive look.

Business system
The business system is simple with rounded elements. To add an element of surprise and playfulness, our moon rabbit peeks out of various pieces.

The packaging: Prototype
If we look at existing mochi ice cream in the market many of them come in cheap plastic trays that are stored inside flimsy paper boxes. This type of packaging is generic and not environmentally friendly. So how can we design a package for Lunar that is not only sustainable, but also stands out from competing brands?

The solution comes in the form of a cylinder shaped bamboo container that is biodegradable, reusable, and durable. Through research I have found that bamboo can withstand large amounts of stress and pressure, making it the perfect material for protecting and storing mochi ice cream in our freezers. Bamboo also grows quickly and is the fastest growing “wood” in the world, making it a highly renewable resource.

Bamboo is also often associated with Asian cultures making this a fitting packaging material for a brand selling Japanese desserts.

Advertising and marketing
Marketing applications for Lunar include bus shelter ads, billboards, truck ads, and event merchandise. Advertisements will focus mainly in urban areas where people tend to have access to a wider variety of foods. The ads take on a humorous approach to grab attention and are aimed towards young adults.

T-shirts and reusable insulated grocery bags will also be given out as event merchandise at participating stores.