LUNA Sports
Overview
Project
From concepts to designs, Perfect Thirds integrated the LUNA brand into a complete line of cycling apparel and accessories that women instantly fell in love with.
Industry: Women’s Cycling Apparel.
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 that has built very valuable brand equity. We were tasked with expanding on the brand while ensuring the clothing was unmistakably LUNA.
- Brand as product took on a whole new meaning.
- Articulate the 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 means freedom or a lot of rope.
The crescent is an important LUNA brand visual, so we wanted/needed to leverage it. We had to integrate the crescent in functional, clever, and beautiful ways, or it may feel contrived.
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 and Packaging
Including large amounts of information is always challenging when you want to create something beautiful. The LUNA Sport line was very technical, and integrating sizing and detailed information was mandatory.
We designed a 40-page catalog and brought it to production. The catalog was distributed nationwide.
Packaging and hangtags also required large amounts of information. We used the established brand colors, recycled materials, and die cut elements to create functional, informative, and beautiful pieces.
