LUNA Sports
Overview
Project
From concepts to designs, Perfect Thirds integrated the LUNA brand into a full line of cycling apparel and accessories that women instantly fell in love with.
Industry: Woman’s Athletic Clothing.
Timeline: 1 Year.
Services
Goal and Impact
Articulate and create an indelible brand within the industry. Produce what would become the standard in Women’s cycling clothing and gear.
In less than 12 months, the line was concepted, designed, produced and displayed at Interbike. Within 2 years, LUNA Sport was nearing 7 figures in sales.
Challenges
Accentuate a very established brand
LUNA is a very successful company with years of equity built up. We needed to push on the brand, but make sure the clothing was unmistakably LUNA.
- Brand as product took on a whole new meaning.
- Articulate then well known LUNA values while adding to them.
- Integrate the familiar brand visuals in elegant and functional ways.
- Create a design language to build on.
“As a very creative organization, Clif Bar, who owned LUNA Sport, has access to some of the best creative minds in the World. For the LUNA Sport project, we needed world-class creative work and a partner that understood cycling, its nuances, and the industry. Soup Group was an enormous asset in developing our design language and designing the LUNA Sport clothing line. They were an essential part of making LUNA Sport a success.”
— Dave McLaughlin, Founder
LUNA Sport, a Clif Bar Company
Branding
Creating a design language
LUNA Sport had one requirement, “Make it feel like LUNA.” That’s freedom or a lot of rope.
We leveraged the crescent from the LUNA brand as design and structural elements. This was the beginning of the design language.
Final Designs
Every piece in the collection was focused on performance, extremely comfortable, looked incredible, and definitely had the “LUNA” vibe.
As each piece in the collection got closer to completion, we sat in on the production meetings and fittings. This was an important part in making this a line that Women wanted to wear.
Final Tally
- Over 20 jersey and shorts designs.
- Knickers, warmers, and glove designs.
- Catalog and merchandising design.
Print Design
Catalog
ODEM is focused on making education available and effective for everyone.
The Student Portal was designed to deliver comprehensive and low-cost access to education and career opportunities.
Helping students easily navigate and take part in the many functionalities and flows was our greatest challenge.
Packaging
ODEM is focused on making education available and effective for everyone.
The Student Portal was designed to deliver comprehensive and low-cost access to education and career opportunities.
Helping students easily navigate and take part in the many functionalities and flows was our greatest challenge.
Additional Portfolios
2021
Branding and Creative Direction, Guest Experience and Programming
2020
Brand Identity, Creative Direction, Messaging and Story Telling
2017
Branding and Creative Direction, Guest Experience and Programming, Environment Design
2019
UX/UI, Technology Integration, Creative Direction
2018 - 2021
Product Management, UX/UI. Brand Strategy, Creative Direction
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