The Luna Bee brand was designed as part of my Color Diaries series – exploring the color yellow. I created this fictitious brand to show how you can use different hues and tones of the color yellow to invoke a different feeling. Yellow is a common color used in children's brands, because of its association of being a happy and positive color. Knowing the psychology behind colors helps to create a powerful brand color palette. Since Luna Bee is a high-end children's boutique, I wanted it to feel still happy and playful but use more muted tones instead of a traditional bright yellow. Using the mustard color as the primary color with Tuscany yellow and the neutral colors gives it a more elegant and luxurious feel.