LUNA
BAKERY
MELBOURNE
Goal
Luna is a neighborhood bakery and café in Melbourne, making handmade, European-inspired baked goods every day, from pastries and cakes to pizza by the slice.
The goal was an identity that feels part of the community: warm, approachable and unfussy, carrying the same care that goes into the food.
An everyday logo
The identity is built for daily use. Luna’s mark was designed before its doors opened, for a place that wanted to become part of the community. The logo had to be distinctive enough to anchor a new business, and warm enough to feel like it had always been there. The concept is straight to the point: the outline of a bitten cookie, or a cartoonish moon.
The logo was designed for DIY branding, and the hand-inked stamp has become one of the brand’s most recognisable touches. Each mark is slightly different, which suits a bakery where everything is made by hand.
Today Luna is a familiar corner of Carlton, where students, neighbors and regulars pass through from morning to afternoon. The logo is everywhere in that routine, on the street, on the counter, and in the photos people share.
Typography and color
The hand-drawn wordmark gives Luna its friendly voice, balanced by a grotesk sans-serif used for supporting text. A fresh sage stands out against the shop’s heritage facade, and the mark also works in a single colour, in black for the stamp and reversed in white.
In the neighborhood
Luna quickly became a local favorite, loved by its regulars and included in the City of Melbourne’s guide shortly after opening. Most of the images here show the identity as it lives day to day: on the street, on the counter and in customers’ hands.