Challenge
Branding for beauty and fashion tends to follow one formula: a clean identity, a neutral palette and a presentation that could belong to any studio. For a studio whose offer is work nobody else can own, that was the first thing to avoid. Laura Luna Studio had a name tied to one person and a positioning too broad to say what made it different, which made it easy to read as a freelance designer and not as a creative direction partner. The rebrand needed a name and an idea strong enough to carry the studio for years, and an identity that looks nothing like the category it sells to. It also had to prove the process in the work itself, drawn by hand, led by one vision and never templated.
Solution
We started with strategy, as we do with every brand. The name comes from the idea at the centre of the studio: an antilogy is a contradiction between two ideas, and the work we are drawn to holds opposites together, restraint and provocation, craft and precision. From there we defined the positioning around four pillars: handmade craft with sharp output, timeless without being neutral, one unified universe, and boldness by criterion, not by impulse. The palette starts from a deep burgundy with cool undertone for identity, apart from the black and white dominance of the industry. Colours are used to create unexpected gradients. Letterforms are sketched instead of selected and patterns are painted instead of generated, because the slow process is what the studio sells. The website closes the system. It is designed and built in Framer from a blank page, with its own motion language, so the studio’s own site works as the first proof of its method.
