Lune Croissanterie

Overview Lune is not a shop. It is an institution dedicated to the croissant. Founded in a hole-in-the-wall in Elwood in June 2012 by Kate Reid, a former Formula 1 aerodynamicist who swapped wind tunnels for lamination, Lune moved into a Fitzroy warehouse with a glass-walled, climate-controlled cube at its centre and became a Melbourne pilgrimage. The New York Times asked whether it made the best croissants in the world. Today Lune runs nine venues across Melbourne, Brisbane, the Gold Coast and Sydney, a tasting experience called Lune Lab, a loyalty program, a cookbook and a merchandise shop. Huettun Labs partnered with A Friend Of Mine, the Melbourne studio behind Lune’s identity, packaging and signage, on lunecroissanterie.com. Huettun’s scope covered brand consultancy for the digital experience, UI/UX design and development of the custom WordPress site and its integrations.

The challenge Lune’s product sells out. Its website does not need to persuade anyone to want a croissant. It needs to tell nine venues’ worth of visitors when to come, what is on the menu where they are, how to pre-order so they do not miss out, how to join Passport, how to book Lune Lab and how to buy a gift card, all without diluting an identity that is deliberately restrained: black, white, a rocket and a croissant. It also had to grow from two Melbourne venues to nine across three states without a redesign.

Brand consultancy Restraint as a digital principle. We worked with the A Friend Of Mine identity, its monochrome palette, DIN typography and rocket mark, to define how little the website needs: one video, one typeface family, one colour, and the product doing the talking. The manifesto first. “Lune is not a shop. It’s a combination of the passion, inspiration and complexity of the croissant” was set as the site’s opening statement and meta description, so the brand’s point of view leads every entry point. Science and craft. The About narrative, “a precise balance of science and craft”, and the people behind it, Kate Reid, Cameron Reid and Nathan Toleman, framed as directors rather than personalities. Venue voice. A consistent naming system for a growing estate: Armadale, Fitzroy, Melbourne CBD on Russell, Melbourne CBD on Lonsdale, Brisbane CBD on Burnett, South Brisbane, Pacific Fair, Rosebery, Sydney CBD on Castlereagh.

UI and UX design (Huettun Labs) Cinematic entry. A full-screen, autoplaying film of the croissant on black with Play and Skip controls, followed by the manifesto and a single Read More. Monochrome system. Black and white only, DIN Next for every weight of type, generous letter-spacing for the L U N E C R O I S S A N T E R I E wordmark treatment, and a quiet grey for secondary information. Layouts adapt across four breakpoints down to small phones. Slide-out menu. A single hidden navigation holding About, Menus, Order Online, FAQs, Passport, Lune Lab, Shop, Gift Cards, Careers and Contact, with Order Online and Shop Gift Cards pinned in the header for the two things visitors most often come to do. Venue-first footer. Every page ends with all nine venues, addresses and Google Maps links, so the answer to “where is the nearest Lune” is never more than one scroll away. Per-venue menus. A Food Menus hub grouped by state that links to a dedicated menu page for each venue, acknowledging that the Fitzroy menu is not the Pacific Fair menu. Ordering hub. Order Online split by Victoria, Queensland and New South Wales plus Special Orders, routing each visitor to the right venue’s pre-order flow. Passport. A loyalty landing page that explains the program in three steps, Join, Earn, Redeem, with 5% back in Lune Dollars, Apple and Google Wallet cards and a QR code at every counter, handing off to the Passport web app. Lune Lab and FAQs. A seasonal Lune Lab page with booking hand-off, and an FAQ that answers the real questions: when to come, when things sell out, whether you can book, whether there is gluten-free, whether Lune is hiring. Contact. Opening hours “or sold out”, a venue email and a map link for each of the nine locations, with a spam-protected contact form.

Website development (Huettun Labs) Platform. WordPress with a fully custom theme built for Lune, so the team can add a venue, a menu or a season without a developer. Front end. Lightweight jQuery and Slick carousels, Modernizr feature detection, IntersectionObserver-driven reveals and a compressed H.264 hero film served from the site’s own origin. Integrations. Klaviyo email capture, OptiMonk on-site campaigns, Cloudflare Turnstile on forms, WPForms, SVG Support, Google Tag Manager and Meta, LinkedIn and TikTok pixels through PixelYourSite. Ecosystem hand-offs. Passport loyalty (Nomnie web app with wallet passes), Lune Lab bookings (Tock), gift cards (Square via Abacus), a merchandise shop on Shopify (cookbooks, coffee, lifestyle, accessories with Klaviyo, Recharge and Afterpay) and a careers site, all linked from one navigation. Performance and security. Cloudflare edge and DNS, HTTP/2 and HTTP/3, a single compressed hero video and self-hosted licensed fonts. SEO foundations. Yoast-powered schema graph (WebPage, Organization, BreadcrumbList), canonical URLs, page, post and category sitemaps, and venue-specific titles and descriptions on the Contact and About pages.

Results A single digital front door that scaled from two Melbourne venues to nine across three states, including the 2026 openings at Lonsdale Street, Martin Place and Pacific Fair, without a redesign. Pre-ordering, loyalty, tasting-experience bookings, gift cards and merchandise unified under one restrained brand experience. A website that looks like the brand: black, white and a croissant.

Services delivered by Huettun Labs Brand consultancy · Digital brand expression · Content strategy · UI/UX design · Information architecture · WordPress theme development · Third-party integration · Technical SEO

Technology WordPress · Custom theme · jQuery · Slick · Yoast SEO · WPForms · Klaviyo · OptiMonk · Cloudflare Turnstile · Google Tag Manager · Nomnie · Tock · Square · Shopify (shop) · Cloudflare