Moonswoon is a new wave jewelry brand with its origins in the Ural Mountains, radiating a sense of minimalist magic. Rooted in natural and mountain-inspired themes, the brand has already made its mark in Eastern Europe.The recent rebranding has unveiled a fresh symbol, typography, a bespoke custom-design typeface, and brand graphics. Under the creative guidance of Sasha Denisova, an art director based in Belgrade, Moonswoon's visual identity captures a captivating revelation, bringing to light those often overlooked details.Explaining the significance of the brand identity, Sasha Denisova states, "The hexafoil shape was already a well-established part of the brand DNA and highly appreciated by the customers in Moonswoon jewelry. The objective was to customize the hexafoil and make it distinct.

The team added a touch of magic by incorporating a star inside the shape. Interestingly, this shape also occurs in nature. Symbolically, the hexafoil represents good luck, while the forget-me-not symbolizes remembrance and love."The Moonswoon typeface serves as the cornerstone of the brand visuals. It's a bespoke, custom font that acts as a distinctive element. Drawing inspiration from Pragmatica and Helvetica Moonswoon typeface exudes a sense of rationality and precision, while its softened corners subtly reference the jewelry alloys.

The art director of the project remarks, "Creating a unique typeface is an excellent way for a brand to distinguish itself. You can brand anything simply by typing a word, and you don't need to use a logotype or a symbol everywhere."At the heart of Moonswoon lies the concept of ideas and revelations. This is why the team incorporated blur, multi-layering effects, and clean Swiss-style typography, making Moonswoon a distinctive gem among its competitors.

Art Direction: Sasha Denisova – Brand Strategy: Olga Lokshina, Sofya Fomina