Wonder without certainty
Create mystery, beauty, and resonance. Never turn atmosphere into evidence or interpretation into prophecy.
01 · Brand core
Quiet wonder becomes a grounded next step.
Lunara creates a pause between impulse and action. An animal guide opens the imagination; a small practice brings the reflection into ordinary life; an evening note helps the experience become personal wisdom.
Invitation over instruction
Lunara offers a lens, never a rule. A reader may try, question, adapt, or leave a message behind.
Practice over performance
Every reflection returns to real life through an action small enough to attempt. Missed rituals never create guilt.
Nature observed, not appropriated
Animal behavior can inspire a metaphor, but it does not prove it. Cultural traditions are never flattened into generic “ancient wisdom.”
Intimacy without surveillance
Journaling is private and unperformed. Personal reflections, intentions, and ritual history never become training material.
Two languages, one standard
EN-US and PT-BR are equal editions. Portuguese is transcreated by meaning and feeling—not produced as a secondary literal translation.
“Magic lives in the atmosphere; truth lives in the details.”
This is Lunara’s internal editorial law. It keeps the experience luminous while preserving honesty, agency, and product truth.
02 · Positioning
A daily ritual for spiritually curious, reflection-minded people.
Lunara turns animal-inspired symbolism into one gentle action and one private moment of reflection. It feels intimate without becoming invasive, and magical without claiming supernatural authority.
One guide. One day. A gentler way forward.
Um guia. Um dia. Um caminho mais gentil.
Reflection, not prediction.
Reflexão, não previsão.
Mission
Make daily reflection feel beautiful, approachable, and possible in real life.
Product promise
One original guide for the day, practical ways to explore its message, and a private place to record what the experience revealed.
The name
Lunara suggests moonlight, rhythm, cycles, and illumination. It is evocative—not a claim of astrology, divination, or energy reading.
Personality test
Luminous, not gaudy. Poetic, not vague. Gentle, not infantilizing. Premium, not precious. Calm, not sleepy.
03 · Logo system
A crescent for rhythm. A star for attention.
The crescent holds space for what is not fully illuminated. The four-point star marks a small guide—not an answer. The master artwork below is path-based, scalable, and independent of installed fonts.
Clear space & minimum size
- Keep at least one guiding-star width clear on every side.
- Horizontal: 132px screen / 35mm print minimum.
- Stacked: 104px screen / 28mm print minimum.
- Full symbol: 24px. Use the favicon-safe mark below that.
Always
- Use the supplied master SVG and preserve its proportions.
- Choose the variant with clear foreground/background contrast.
- Use alt text “Lunara” when the logo carries the brand name.
- Hide decorative repetitions from assistive technology.
Never
- Stretch, rotate, redraw, outline, or continuously animate the mark.
- Add an animal, zodiac sign, rune, or ceremonial motif.
- Sample or recolor the internal logo gradient.
- Use glow or shadow to rescue an unreadable background.
04 · Color system
Night holds the wonder. Paper holds the meaning.
Plum creates structure, gold marks revelation, rose adds warmth, and teal signals renewal and focus. The bright accents are decorative on Paper; their deeper companions carry accessible text and focus states.
| Pair | Contrast | Approved use |
|---|---|---|
| Ink / Moon Paper | 15.99:1 · AAA | All text sizes |
| Quiet Ink / Moon Paper | 6.31:1 · AA | Body and supporting copy |
| Moon Paper / Night | 17.93:1 · AAA | All text sizes |
| Moon Gold / Night | 9.80:1 · AAA | CTA, label, or ornament |
| Tide Teal / Night | 8.04:1 · AAA | Success and completion |
| Focus Teal / Moon Paper | 4.55:1 · AA | Focus rings and normal text |
05 · Typography
Editorial soul, modern clarity.
Newsreader brings warmth and reflective cadence to display moments. Geist keeps every action, explanation, and operational surface contemporary and clear.
Newsreader · Display400–600
Listen for what is quietly changing.
Geist · Interface & body400–780
Clear language carries the ritual from a luminous idea into one small thing a person can actually do today.
DisplayToday’s guideH2A gentler way forwardH3Practice the messageLeadOne guide, held for the whole day.BodyChoose the practice that fits today.LabelEvening reflectionDisplay rules
Use Newsreader for headlines, guide names, card messages, and editorial quotations. Keep display line-height between 0.95 and 1.10 and use italics only as a brief expressive accent.
Interface rules
Use Geist for body, buttons, forms, labels, metadata, and admin. Keep body measure near 60–70 characters and body text at 16px or larger on mobile.
06 · Imagery & graphic language
Moonlit naturalism with an inner glow.
Nature is encountered at the threshold between daylight and dream: recognizably alive, softened by plum shadow, botanical depth, rose dusk, teal atmosphere, and antique-gold light.
Celestial geometry
Fine concentric rings suggest cycles, attention, and calm continuity.
Luminous atmosphere
Diffuse rose and teal light creates wonder without neon fantasy excess.
Restrained constellations
Sparse points and delicate lines support the subject; they never become a chart.
Animal card standard
- Vertical 2:3 artwork with a recognizable, anatomically credible animal.
- Natural habitat, plausible posture, and room for responsive UI.
- Editorial gouache, vintage naturalist line, and handmade grain.
- No embedded words, numbers, logos, borders, signatures, or watermarks.
Cultural and creative boundary
- No imitation of another oracle deck, living artist, or recognizable campaign.
- No headdresses, totems, medicine wheels, ceremonial tools, or “tribal” patterning.
- No runes, crowns, priestly costumes, pentagrams, or predictive zodiac charts.
- No animal presented as a deity or supernatural authority.
07 · Interface system
Wonder for arrival. Paper for understanding.
Night surfaces frame the draw and reveal; Paper surfaces hold practices, journaling, settings, trust, and longer reading. The interface is mobile-first, calm, and always legible beneath the atmosphere.
Reveal today’s guide
Explore the deck
Not now
Today’s invitation
Notice before you name
Pause once today. Write one fact and one assumption.
Spacing
Four-point foundation: 4, 8, 12, 16, 24, 32, 48, 64, and 96px. Preserve generous breathing room around emotional moments.
Shape
10–14px controls, 22px cards, 28–34px hero panels, and fully rounded primary or secondary pills.
Depth
Use soft plum shadows, one-pixel quiet borders, fine gold rings, and restrained glow. Depth should guide hierarchy, not decorate every surface.
Icons
Rounded 24px line icons at 1.75–2px stroke. Approved motifs include crescent, star, leaf, journal, bell, bookmark, check, and sound wave.
Controls
44px minimum touch targets. Gold CTA on Night; Plum CTA on Paper. Secondary actions use a clear outline or quiet text link.
Responsive frame
1280px maximum marketing width, 1180px product width, and no more than 720px or roughly 70 characters for sustained reading.
08 · Motion & sound
Celestial, not theatrical.
Motion marks arrival, relationship, and completion. It is slow, buoyant, and intentional—never a suggestion that the random draw reads energy or predicts an outcome.
180ms · response
Hover, press, focus, and immediate feedback. Keep movement under 4px.
320ms · transition
Panels, dialogs, and meaningful component state changes.
640–900ms · reveal
One composed card arrival. No casino shuffle or rapid sparkle burst.
Ambient motion
Breathing, floating, and orbital movement runs at 8–18 seconds with tiny changes in opacity, translation, or scale. Shimmer may cross a newly ready CTA once; it does not coat the whole interface or loop forever.
Ritual sounds · off by default
Sound is optional, user-controlled, and non-essential. Favor breath, glass, warm wood, and one distant soft bell. Avoid ambient loops, loud animal calls, chanting, thunder, and borrowed ceremonial instruments.
09 · Voice & locale
Poetry opens the door. Clarity guides the hand.
Lunara speaks like a thoughtful companion who notices carefully, respects uncertainty, and always returns choice to the reader. There is no prophetic register.
“Keep what feels useful; leave the rest lightly.”
Invitational · specific · autonomy-preserving
| Luminosity | Use | Character |
|---|---|---|
| 1 · Clear | Errors, privacy, permissions, billing, admin | Direct, calm, literal |
| 2 · Grounded | Practices, guide facts, SEO answers, instructions | Warm, specific, useful |
| 3 · Luminous | Landing, card reveal, prompts, weekly themes | Poetic but precise |
| 4 · Celestial | Launch and restrained campaign storytelling | Immersive, never prophetic |
Warm, contemporary, spacious, and literate.
- Use: notice, choose, try, pause, return, write, carry.
- Use contractions naturally in UI and notifications.
- Favor one concrete image over several metaphors.
- Use sentence case for headings and buttons.
Brasileiro, acolhedor, contemporâneo e naturalmente esotérico.
- Use “a Lunara”, “da Lunara”, “na Lunara” e fale com “você”.
- Prefira presença, escuta, travessia, acolher, intenção e ciclo.
- Cada imagem poética deve conduzir a algo concreto.
- Use caixa de frase; evite a capitalização de títulos em inglês.
| EN-US intent | PT-BR transcreation |
|---|---|
| Draw today’s guide | Revelar meu guia de hoje |
| One guide, held for the whole day | Um só guia para caminhar com você ao longo do dia |
| Keep what resonates; leave the rest | Acolha o que fizer sentido e solte o restante |
| A small return still counts | Um pequeno retorno já conta |
| Grounded practices | Práticas simples e concretas |
| Evening reflection | Reflexão da noite |
| Field notes | Notas de caminho |
| A lens, not a rule | Uma lente — nunca uma regra |
Do · preserve agency
“Choose the practice that fits today—or simply carry the question.”
“Escolha a prática que cabe no seu dia — ou apenas leve a pergunta com você.”
Don’t · claim authority
“The universe chose this animal for you.”
“A Coruja foi enviada pelo universo para revelar um aviso.”
Preferred product terms
Animal guide / guia animal · today’s guide / guia de hoje · Lunara’s reflection / a leitura da Lunara · symbolic invitation / convite simbólico · reflective practice / prática de reflexão.
Search-context terms only
“Spirit animal,” “animal espiritual,” “animal de poder,” “totem,” and “oracle” may answer a searcher’s wording, but must be contextualized early and never become Lunara’s product claim.
Never claim
Destiny, certainty, hidden knowledge, energy reading, diagnosis, healing or cure, fixed sacred identity, cultural authority, or predictions about love, health, money, and future events.
Português que parece tradução
Evite “segure esta intenção”, “faça um check-in”, “prática aterrada” e “journalamento”. Prefira “leve esta intenção”, “faça uma pausa”, “prática simples e concreta” e “escrita reflexiva”.
10 · Accessibility
The complete ritual works without motion or sound.
Lunara targets WCAG 2.2 AA. Atmosphere is additive; essential meaning, control, and status remain available in semantic text to every reader.
Live type
No essential or localized copy inside generated imagery.
Touch
Interactive targets are at least 44 × 44 CSS pixels.
Keyboard
Every action works without a pointer and has visible focus.
Contrast
Bright accents decorate; accessible Ink variants carry text.
Reduced motion
Float, parallax, shimmer, orbit, and card flips collapse safely.
Optional audio
Sound defaults off and never communicates state by itself.
Locale
Use actual en-US and pt-BR language states and correct pronunciation.
Reflow
No horizontal page scroll at 320px or 400% text zoom.
Status
Text or icons accompany color for reveal, save, sync, and error states.
11 · AI & Content Studio governance
AI creates candidates. Lunara retains judgment.
The Brand Constitution is versioned inside Content Studio. AI may help research, draft, localize, illustrate, and critique; it may never silently change Lunara’s identity, factual record, cultural policy, private data boundary, or published truth.
Hard rules
- Product truth, source requirements, and non-predictive language.
- Privacy, originality, cultural boundaries, and accessibility.
- EN-US/PT-BR meaning parity and native-language approval.
- Logo geometry, canonical tokens, and approved terminology.
Steerable qualities
- More grounded or more luminous.
- Warmer, more direct, shorter, or more immersive.
- Greater practical specificity or lower metaphor density.
- Stronger natural Brazilian voice after native review.
brandConstitutionVersion
localeProfileVersion
meaningContractId
claimTypes
sourceIds
modelAndRecipe
promptLineage
reviewFindings
humanApprovalHash
Public transparency
Never imply AI-assisted material was “handwritten.” When relevant, say: “Lunara uses AI-assisted creative production with human editorial review, source verification, and native-language approval.”
12 · Asset library
One source of truth, ready to use.
Every logo ships as editable, responsive SVG. The shared token file can be loaded into this guide, the product, the marketing site, or future campaign tools.
lunara-logo-horizontal-color.svgPrimary light-surface lockuplunara-logo-horizontal-reversed.svgPrimary dark-surface lockuplunara-logo-horizontal-mono-dark.svgFull one-color lockup on lightlunara-logo-horizontal-mono-light.svgFull one-color lockup on darklunara-logo-stacked-color.svgCentered and square compositionlunara-logo-stacked-reversed.svgCentered dark-surface compositionlunara-symbol-color.svgCompact brand symbollunara-symbol-mono-dark.svgOne-color dark symbollunara-symbol-mono-light.svgOne-color reversed symbollunara-wordmark-dark.svgWordmark only on lightlunara-wordmark-light.svgWordmark only on darklunara-favicon-safe.svgProtected 16–32px marklunara-logo-sprite.svgAll variants as reusable SVG symbolstokens.cssCanonical design and semantic tokenstokens.jsonTool-neutral token source for automation
@import url("./brand/tokens.css");
.ritual-surface {
color: var(--lunara-text);
background: var(--lunara-bg);
border: 1px solid var(--lunara-border);
border-radius: var(--lunara-radius-lg);
box-shadow: var(--lunara-shadow-md);
}
Release checklist
- Use the approved logo variant and preserve clear space.
- Check contrast, keyboard, touch, zoom, and reduced motion.
- Review EN-US and PT-BR as equal authored editions.
- Verify sources, product claims, cultural care, and privacy.
Known product migrations
- Replace the blue starter favicon with the favicon-safe mark.
- Replace duplicated CSS logo constructions with the SVG masters.
- Canonicalize Newsreader + Geist and the shared palette.
- Rename “Magical sound” to “Ritual sounds” / “Sons do ritual.”