Media Luna
Project Background
Media Luna is a warm and welcoming vegan bakery brand based in Valparaíso, Chile. Inspired by plant-based baking techniques and the comfort of freshly baked vegan pastries, Media Luna is committed to delivering high-quality, plant-based products with a local touch. With its cozy ambiance and artisanal approach, the brand evokes the nostalgic feeling of enjoying a fresh pastry with a cup of coffee.
Client Brief
The branding project for Media Luna focused on capturing the essence of a neighborhood bakery with a modern twist. The objective was to create a visual identity that reflects its commitment to handcrafted products, sustainability, and community connection. The branding needed to feel approachable, timeless, and rooted in local culture while also appealing to a broader audience.
Process
We approached the branding of Media Luna with an emphasis on sensory experience and community warmth:
Brand Design: A bold and playful typographic style was chosen to represent the name "Media Luna," evoking the fluffiness of fresh-baked pastries. A palette of earthy tones symbolizes the natural ingredients and the artisanal process behind each product.
Visual Identity: The visual elements include adaptable logos for various uses, from packaging to signage, maintaining consistency and recognizability. Iconography and patterns inspired by baked goods and café culture extend the brand's narrative across all touchpoints.
Communication Style: Media Luna’s branding emphasizes simple joys—freshly baked bread, shared moments, and local community spirit—creating an inviting atmosphere that resonates with its audience.
Results
The new brand identity for Media Luna successfully communicates its artisanal and community-focused values. The playful yet grounded visual system allows it to stand out while staying true to its roots. Media Luna is now positioned as a welcoming neighborhood bakery that embodies the joy of fresh-baked goods and the warmth of shared moments, all while reinforcing its commitment to quality and local culture.
