LUNO: Shopify storefront design and development for a premium car camping brand
- Client
- LUNO
- Project type
- Website Design, Development
- Industry
- D2C Outdoor
LUNO makes premium, vehicle-specific mattresses for car campers. We designed and developed a new Shopify storefront that matched the quality of the product and reclaimed their position at the top of a crowded market.
LUNO is the premium brand in a category that didn't exist a decade ago: mattresses engineered to turn any vehicle into a place to sleep. Their product is precise, beautifully designed, responsibly manufactured, and quietly technical. Closer to outdoor gear than to bedding. But their digital presence hadn't kept up. Cheaper competitors were flooding in, and the existing store didn't reflect the craft behind the product — or the kind of customer LUNO had already earned.
The challenge was twofold. Communicate quality and craftsmanship clearly enough to justify the premium, and capture the feeling that drives the purchase in the first place: the allure of the open road, a quiet creek at dawn, a weekend memory that lives forever. We built a direction that holds both. The precision of the gear on one side and the lifestyle of car camping on the other.
Core Creative Concept: Gear First, Wild Second
For LUNO's customers, the gear unlocks the wild, not the other way around. The right mattress and car camping accessories let you sleep anywhere, which lets you go anywhere. The creative direction follows the same logic. Technical renders, considered typography, and minimal layouts lead. The landscape photography, the golden-hour light, the open road, those come second. Earned by a product that's built to deliver.
Designed for explorers
LUNO's customer is young, active, and resourceful — the kind of person who modifies their own rig and reads a spec sheet for fun. Every page was designed to give them a sense of exploration as they shopped, with editorial-style imagery, scroll-driven storytelling, and product detail surfaced where it matters most.
Our mission
We make outdoor adventures as comfortable and convenient as possible
Interactive Vehicle Studio
The single biggest friction point in the category is fit. A mattress built for a 4Runner doesn't work in a Sprinter, and getting it wrong is expensive. We designed and built an interactive vehicle studio that shows shoppers their vehicle's make, model, and year to surface the exact mattress and accessories that fit their setup. It removes the guesswork, builds trust, and turns a confusing decision into a guided one.
Technical renders, natural light
Every product is shown two ways: in the wild, with the kind of photography that sells the lifestyle, and in clean technical renders that show construction, materials, and fit. The renders come first. They prove the product. The lifestyle assets earn the dream.
Durability you dream about
We know you like adventure and you need your gear to keep up. That's why we’ve designed the Luno Air Mattress with a 300-denier Oxford fabric that can stand up against just about anything—pet claws, pine needles, wood chips, and more.
Puncture Proof
Water Resistant Fabric
Leak-Proof Valves
Versatility for Solo or Duo Camping
Every Luno Car Air Mattress is designed with two joined air chambers — this allows you to inflate both sides for a full-size bed, or inflate one side for solo camping and use the other half for storage.
Typography
Aeonik anchors the typographic system. A modern geometric sans serif with the quiet authority of technical documentation, it gives the brand its gear-head edge without losing warmth. The result feels closer to an outdoor outfitter than to a bedding brand — which is the point.
Aeonik Light
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789&%(){}!@#$%^&*
Aeonik Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789&%(){}!@#$%^&*
Aeonik Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789&%(){}!@#$%^&*
Dark Green
Pantone 5743 C#3E4929C49, M26, Y88, K70
Medium Green
Pantone 5763 C#747C51C41, M23, Y69, K31
Bright Green
Pantone 384 C#959500C14, M0, Y100, K35
Burnt Orange
Pantone 132 C#A07500C0, M34, Y100, K36
Sand
Pantone 4240 C#CCC4A7C21, M18, Y36, K0
Sand 40%
Pantone 4240 C(40%)#EDE8DDC6, M6, Y12, K0
Sustainability isn't a footer link at LUNO. It's a commitment woven into the soul of the brand and the shopping experience. We surfaced their ReRoam upcycling program and their pledge to give 3% of profits back to environmental causes as a story, not a statement. Customers see what LUNO stands for in context, on the way to the product page, not just buried on a separate about page.
We Craft Durable Gear That Stays Out of the Landfill.
We promise to be a radically responsible business that keeps the betterment of people and planet as our driving force. See how we’re turning that promise into action.
See The Impact
Impact
Conversion up 124% in the first week post-launch. The new storefront put LUNO back where it belongs — the premium choice in car-camping mattresses — and gave the team a flexible Shopify platform to build on. More importantly, shoppers finally got a buying experience that matched the quality of the gear.
- in transactions
- $5B
- in fundraising
- $90M
- and counting
- 170 countries
- in fundraising
- $90M
