001
Kontext
Moons Pub already had a personal bottle locker system — but almost no one knew about it. No consistent visuals, no clear voice, no reason for regulars to notice. The brief: rebuild the brand's presence for social media, refresh the visual system, and give Moons the kind of personality that makes people actually pay attention.
002
Positioning
Instead of another discount push, the direction was ownership: a locker isn't a deal, it's a spot that's yours. The idea draws on simple behavioural principles — people return for things they already feel they own, not for a percentage off. No loyalty card, no rebate math. Just a key in your pocket.
003
Brand System
Refreshing Moons meant building an actual system where none existed: a type hierarchy (Instrument Serif for headlines, Louis George Cafe for body, Imbue as a bold accent), a colour palette rooted in Bordeaux and gold instead of generic bar-brand black, and a custom LUT for consistent, recognisable social content.
004
Look & Feel
A custom LUT ties the system together across photo and social content — same Bordeaux depth, same warm gold highlights, applied consistently so every post reads as Moons before anyone reads the caption.
005
Deliverable
A hero poster built around the locker system itself — product-first, moody lighting, the bottle as the visual anchor. 'Your Bottle. Your Night. Your Key.' carries the whole idea in four words: direct, confident, and exactly the kind of line the new tone-of-voice rules were built for.
(01)
Per Gastunam
Cisual Identity, Web Design
© 2025
(02)
Jagdstube
Visual Identity
© 2026
(03)
Portrait Study
Photography
© 2026
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