Demi Lune

Feet on the Ground, Head in the Sky – Demi Lune is a garment store for modern and intelligent women. The brand asked Magdalene Wong and Tsu Wong to develop a brand identity for their online store.

The story revolves around Luna, a grounded yet ambitious woman. She is sensible and humble, but her heart lives in astronomy. She loves the moon, especially for its ethereal yet raw qualities. Inspired by natural texture and patterns, she shares her vision through detailed photographic images of cracked graphite stone, marbled reflections in the sea, and peeling tree barks. The stationary design is beautiful, and we're mesmerized by the pearl tone the designers chose, super wise and particular of the moon. Plus, the soft grey for the moon-shaped folders still reminds us of the space and dusty lunar surface.

Reflective of both founders, it is about striking a balance between two halves. These elements repeat across brand and sales collaterals and their web store. Moreover, this creative duo came up with social media content creation that is super subtle and minimalistic. We love it!