/Branding Lunograde

+ Project Title: Branding Lunograde

+ Client: Lunograde

+ Category: Retail

+ What We Did: Brand Identity Design

The story:

Lunograde is a small-scale review and retail business inspired by Japanese minimalism and Zen principles, with a focus on curating products people should own.

When we were approached by their team, they wanted a brand that told a story — one that spoke in the language of Japanese-inspired ideals: simplicity, openness, and an appreciation for hidden beauty. We loved the brief — and immediately dove into research and sketching.

Our exploration led us to Japanese temples and sacred spaces — constant invitations to stillness and presence. We also adopted the moon and its phases as a visual and symbolic anchor, drawing on its deep cultural meaning in Japan as a symbol of subtle beauty.

The logo we crafted draws inspiration from Zen Buddhism — especially the principles of Kanso (simplicity), Shizen (naturalness), Yūgen (subtle beauty), and Shoshin (openness) — as well as the spiritual significance of the moon.

The result? A mark with undeniable identity, soul, and presence.

It reflects Lunograde’s commitment to design that values simplicity and intentionality — while subtly celebrating the kind of beauty you only notice when you're truly paying attention.