This branding was a no-brainer, the barista is open at night and the owner’s name is Loona. So the night sky was an instant inspiration for most of the brand. The community and how its run gave way to the hand written type face, creating a more comforting and human focused design. This also felt like the best work that represents who I am as a designer, I was in house per se being able to actually see and interact with the community around this brand was a massive boon.

Having the knowledge of what makes this brand special to those surrounding it is important. Some one not in house could do a great job for sure but sometimes brands do need something that's right for them, something that's not industry standard or commonplace. Seeing the day to day of how this barista runs allows a strong understanding of the average customer and it creates a great persona to work off of.