HANAÉ
HANAÉ Lune is an Eastern, poetic personal-care fragrance brand built around a single image: the soft curve of a crescent moon resting in your palm. The project spanned full brand strategy, visual identity, and packaging design. The work centers on four keywords: the crescent silhouette, quiet companionship, material storytelling, and tender tension to translate an intimate, late-night moment of stillness into a complete brand world.
Mar 23, 2026
The idea began with a simple observation: light falling gently on an object, the way a crescent moon meets the horizon. In the world of HANAÉ Lune, fragrance isn't a loud introduction of self but a private breath that belongs only to you, like a sliver of moonlight at the bedside, offering quiet company exactly when it's needed.
From there, the strategic core became "the coexistence of cool and soft." Instead of relying on direct sensory stimulation, the brand tells its story through material contrast in the coolness of a metal cap against the warmth of a curved bottle body. Design here isn't only visual; it's tactile reassurance, using that contrast to soothe the tension of everyday life.
Color — Low-saturation emotion: The palette stays deliberately muted, like moonlight filtering through clouds, soft and hazy, never assertive. Two material stories carry this through: Petale Veloute, a blush reminiscent of early spring's first petal, shy and weightless, like a small wish held in the palm; and Bois Nu, a bare wood tone like timber smoothed by time in a forest, warm and substantial, with no noise, only a quiet sense of being held.
Form — The crescent grip: The bottle is shaped into a gentle crescent, deliberately free of sharp edges with only rounded curves that echo the rise and fall of a deep breath. Held in the hand, its roundness softens something in you.
Texture — A dialogue of hard and soft: The metal cap exists purely for tactile contrast that is cool to the touch, then released into a soft waft of fragrance. This small crescent cap becomes a moment of softness in a hard world, a quiet reminder to be gentle with yourself.
