Lunova
Lunova was created as a Dutch kitchen furniture brand with a clear ambition: to make premium design and craftsmanship feel accessible, personal, and close to home. In a highly competitive category dominated by either mass-market standardisation or high-end exclusivity, the opportunity was to define a third way — tailored kitchens delivered with warmth, clarity, and care.
We worked to articulate a positioning that would elevate Lunova beyond a product offer and shape a visual identity capable of supporting both its mobile showroom model and its long-term expansion into permanent locations.
Strategy
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The first step was to clarify the brand’s value proposition to its two target audience profiles — those who have recently purchased a home and the mature segment looking to refresh their living space — and align it with the founder’s vision of growth and differentiation in the Dutch market. Building on its values of craftsmanship, understanding customers’ needs and delivering personalized solutions without compromising on execution or material selection, Lunova aspires to be the choice for those seeking a “new beginning” for their kitchen, blending minimalist yet refined aesthetics with functionality and comfort.
Name & Logo
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The name Lunova blends references to “luxury” and “nova” (new), capturing the idea of a new, elevated experience, and reflecting both the emotional and functional promise of the brand. The logo was designed to express refinement through simplicity. A clean, contemporary wordmark is complemented by a subtle, minimalist symbol that subtly incorporates the initial "L" to suggest both a frame for endless possibilities and a technical plan to meet customers’ desire for a fresh and refined result. The restrained construction and balanced proportions convey confidence and professionalism, while remaining approachable and human.
Visual Language
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The visual identity is anchored in a refined palette of dark green and warm golden beige, balancing modern sophistication with natural warmth. Minimalist layouts, generous spacing, and clear typographic hierarchy reinforce clarity and elegance, while allowing kitchen imagery and material textures to take centre stage. The system is flexible enough to adapt to brochures, digital platforms, showroom materials, and client presentations, without losing coherence.
