Luna is a premium sustainable eyelash brand that stands for beauty with a conscience—empowering individuals to enhance their natural beauty without compromising the health of their skin or the planet.

the challenge

To develop a branding and marketing strategy for Luna, a sustainable eyelash brand. The brand needs to appeal to the target demographic of conscious and eco-friendly millennials, while also differentiating Luna lashes from competitors in the crowded beauty industry.

the outcome

A simple word mark customized with a subtle moon silhouette alludes to the clean and modern look of the brand. The brand identity incorporates Luna's celestial theme with a cosmic-inspired color palette and starry graphics.  Everything was created with sustainability in mind, using eco-friendly materials and minimal packaging to reduce waste.  

User Personas

Miguel Rodriguez, 28

Occupation: Digital Marketer
Location: Urban area


  • Fashion and grooming
  • Health and wellnessSustainability and eco-friendliness 
  • Social media and influencer culture


  • Experiments with different fashion and grooming trends 
  • Maintain a balanced lifestyleConcerned about the impact of his actions on the environment 
  • Enjoys discovering new brands and products via social influencers

Goals & Motivations

  • To look and feel his best
  • Make a positive impact through his consumer choices
  • Open to trying new beauty products and brands


  • Lack of time to research and try out new products
  • Concerned about the quality and effectiveness of a product 
  • May be hesitant to try a beauty product that is traditionally marketed towards women

Alyssa Osman, 22

Occupation: Full-time college student
Location Suburban area


  • Sustainability
  • Hiking
  • Cooking
  • Yoga


  • Active social media user
  • Shops primarily online
  • Willing to pay premium price for high-quality sustainable products
  • Enjoys experimenting with her beauty routine

Goals & Motivations

  • Incorporating
  • Living a healthy and eco-friendly lifestyle
  • Supporting transparent and authentic brands
  • Achieving academic and personal success


  • Limited options for sustainable products in her area
  • Brands that make false sustainability claims
  • Overwhelmed by amount of info and options available online


At Luna, we believe that beauty should not come at the cost of our planet. Our mission is to provide high-quality, sustainable eyelashes that empower all individuals to enhance their natural beauty while reducing their carbon footprint.


We differentiate ourselves from traditional beauty brands by offering ethically sourced, cruelty-free eyelashes that are designed to minimize our environmental impact.

what I learnt

This project working on the branding and marketing strategy for Luna lashes was a valuable learning experience. I gained insight into the importance of developing a clear and concise brand identity that resonates with the target audience, as well as the significance of sustainability and eco-friendliness in the beauty industry.

with more time and resources

I would expand the project to include more extensive market research and competitor analysis, as well as a more in-depth exploration of the brand's social media strategy and influencer partnerships. 

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