La Lune: A Fairy Tale-Inspired Boutique for Kids

Creating an Upscale Brand that Indulges Children with Beautifully Understated Fashion

Designed by Yongfeng Zhou and his team, La Lune stands out from other children's boutiques with its unique approach to corporate identity. The brand draws inspiration from the idea that every ingenious child is a perfect gift dropped from the skies for parents, transmitting the value of love as its core. The adorable role design and rich story-related visual system create a captivating experience for both children and parents.

The key elements of the brand's story, such as the moon, stars, and charming characters, are seamlessly integrated into the entire branding experience. From stationary and daily-use items to fashion wear and space design, the visual concept of La Lune creates a cohesive and enchanting world for its audience.

The project, which started in June 2015 in Guangzhou and finished in July 2015, was exhibited on Behance in September 2017. The design team, consisting of Yongfeng Zhou, Xinyi Li, and Yisheng Zhang, worked diligently to bring the brand's vision to life.

La Lune's creation was driven by the changing landscape of the Chinese market, with the new two-child policy expected to create a baby boom in the coming years. The client recognized this opportunity and aimed to meet the ever-changing needs of new parents by establishing an exclusive boutique in Shanghai.

Through extensive research, including customer investigations and focus groups, the team discovered that although the brand provided high-quality products, it was losing the emotional appeal critical for a luxury brand. To address this, Getter, the design team, developed a series of illustrated fairy tales and implemented a verbal branding strategy to establish a stronger connection with customers' children. This approach aimed to position La Lune as an interesting, welcoming, and responsive brand, regaining customers' love and mitigating any negative perceptions.

The efforts put into La Lune's design were recognized with an Iron A' Design Award in 2018. This prestigious accolade is awarded to well-designed, practical, and innovative creations that meet professional and industrial requirements. La Lune's design was commended for integrating industry best practices, competent technical characteristics, and its contribution to creating a better world.

La Lune is more than just a boutique; it is a magical world where children's dreams come to life through beautifully understated fashion. With its unique approach to corporate identity and enchanting visual concept, La Lune is set to become a beloved destination for parents seeking trendsetting and original clothing items for their little ones.