August 2020

3 year anniversary of FLUID brand

Our FLUID brand celebrates its 3rd birthday!

Three years ago, when we had just as hot summer days as currently here in Munich, we gave birth to our new brand FLUID.

At the time of the announcement we had put lots of time and care into this, to date most important internal project. This included working with two renowned international brand and naming experts in San Francisco and Copenhagen @Daniel Meyerowitz and @Alton Wright. With them we interviewed and gathered insights from our long-term clients and worked with the talented local brand designer @Florian Dreyßig on the brand-mark and further materials.


After more than 10 years of LUNAR Europe, LUNAR US decided to transfer the studio to McKinsey & Co. while we wanted to continue our independent, owner-led path that had been an important ingredient in the successful launch and growth of the Munich studio.


With our new brand we wanted to not only express our independence, but further our passion and DNA - one that helps clients to innovate through design at the intersection of physical and digital experiences.


Now after already three years of „being“ FLUID, we are happy to see that all that effort was more than worth it.

Our new brand did help us to support and communicate our core passion and drive as a team way better - so long-time clients quickly got accustomed to the FLUID name and new ones got in touch with us that never knew us before. All of them and we ourselves really love our FLUID name and brand!


Over the last year there were various internal experiments to express the FLUID logo in different „extravagant" media such as french-fries, coffee-crema, balloons, flowers, moss, paint, etc. - well, today we wanted to be a bit more traditional and had it prepared by a local patisserie into a cake to celebrate this brand anniversary within the team - yummy!


by Roman Gebhard
photos / illustrations Stefan Markiewicz
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