Lunaria
An elegant, modern rebrand translating financial precision into visual trust and human warmth.
Lunaria Bank was born from a vision to humanize digital finance. As a new-age online bank, it wanted to distance itself from the corporate coldness that defines much of the financial industry. Their request to Mōra was simple but profound — “make banking feel like belonging.”
We set out to craft a visual and verbal identity that speaks warmth, clarity, and confidence. A brand that assures without intimidating — a look and feel that tells users, your money is safe, and so are you.
Visual direction
We approached Lunaria’s brand with a design language inspired by its namesake — the lunaria plant, known for its translucent petals and light-reflective nature. The concept became a metaphor for transparent banking. Soft gradients and clean geometric shapes guided the visual system. The logo — a circular form split by a gentle curve — symbolizes balance and openness. Color plays a key role: cool lilac blues paired with warm neutrals create a sense of trust layered with empathy. Typography was crafted to feel modern yet personal — clean sans-serif headers balanced with rounded body fonts that soften the tone.
Imagery follows real human moments: people smiling, working, connecting — finance as life, not spreadsheets.
CLIENT:
Lunaria Firm — Digital-First Banking Startu
INDUSTRY:
Finance
CATEGORY:
Creative direction
TURNAROUND TIME:
8 weeks — Brand Strategy, Design System, and Digital Experience Design
DELIVERABLES:
Brand Strategy & Positioning, Naming & Messaging Framework, Logo Design & Identity System, Color & Typography Guidelines, Brand Voice & Tone Development, UI Moodboard & Digital Components, Launch Collateral (Website & App Visuals)
Key features
Logo inspired by the Lunaria seed pod: representing transparency and renewal.
Modular color system: supporting digital accessibility and brand flexibility.
Tone of voice guidelines: focusing on empathy, simplicity, and empowerment.
Responsive identity grid: adaptable for digital and print environments.
Branded illustrations and iconography: for app UI and onboarding.
Results
After the rebrand, Lunaria’s online banking app saw a 62% boost in new user sign-ups and higher retention rates among first-time users.
Their new identity was recognized by The Brand Identity for “Reframing Finance Through Empathy,” cementing Lunaria’s image as a trusted, human-centered banking solution.
The project became a case study in emotional branding — proving that even in finance, clarity and warmth can coexist beautifully.
