a vintage brand new world.
Skills present in this work:
Art Direction, Brand Strategy, Creative Direction, Copywriting, Fashion Styling, Photography, Web Design (Nuvemshop), UX/UI Design, Editorial Design, E-commerce, Marketing.
Co-creator: Mateus Antunes
Blue Moon is a sustainable vintage brand rooted in the values of circular fashion and conscious consumption.
The name Blue Moon was inspired by the hauntingly beautiful song “The Killing Moon” by Echo & the Bunnymen, a track that evokes mystery, melancholy, and timelessness, much like the curated pieces in the collection.
Music plays a fundamental role in the brand’s identity, serving as a bridge between style and self-expression. Fashion and music are both deeply personal forms of storytelling, and Blue Moon leans into this connection by embracing a dreamlike, nostalgic aesthetic that reflects individuality and mood. Each garment feels like a song you wear; echoing eras, emotions, and memories.
Blue Moon is inspired by the mystical tones in life, music and clothing; it's for the genderless modern dreamers, the collectors of moments, who expresses their inner worlds through a wardrobe that feels like a cherished personal archive
I created the visual identity, developed the brand voice and tone, directed and edited the audiovisual campaign, curated the vintage garments, styled the looks, conducted the photoshoots, and also appeared as a model to embody the brand’s essence.
Inspired by music and its influence on each decade, especially in clothing and self-expression, the marketing strategy for Blue Moon was visually crafted through the lens of the 70s, 80s, and 90s.
In the 70s, warm, saturated tones and grainy textures reflect the era’s analog photography and free-spirited aesthetic. Prints, flares, and earthy palettes convey the decade’s bohemian and disco influences, highlighting individuality and the rise of fashion as a tool of liberation.
For the 80s, denim takes center stage, washed, worn, and full of attitude. Inspired by icons like James Dean, the look embraces rebellion and effortless cool, jeans over jeans, band tees, and rugged textures. The tone is bold yet approachable.
In the 90s, the mood turns darker, sleek, and futuristic, evoking the Matrix aesthetic. Leather coats, minimal silhouettes, and tinted sunglasses set the tone, reflecting a shift toward cyber-inspired fashion and a deeper exploration of identity. It’s edgy and cinematic, embodying both grunge rebellion and digital-age cool.
To complement the brand identity, I designed and developed a fully customized e-commerce website for Blue Moon using Nuvemshop as the platform. The goal was to create a sensory and immersive experience, one that reflected the brand’s poetic and nostalgic tone — while still being functional and user-friendly.
The layout was inspired by editorial design and analog photography, incorporating warm tones, soft shadows, and handwritten-style fonts to evoke the tactile feeling of vintage fashion.
The photography for the website was conceived as a visual journey through decades of music-inspired style, each shot carefully staged to embody the spirit of the 70s, 80s, and 90s.
Together, these images transformed the website into more than a product showcase, they became a curated visual narrative, allowing visitors to step into each decade’s rhythm, style, and cultural pulse.
A resume of the brand was crafted in an editorial-style layout, blending fashion-inspired visuals with narrative flow. Each section drew from the 70s, 80s, and 90s aesthetics, creating a magazine-like presentation where imagery and text worked together to express identity, nostalgia, and cultural influence. The design approach mirrored the feeling of flipping through a timeless editorial spread—immersive, stylish, and storytelling-driven.
