Going out to eat somewhere nice is a special experience for the vast majority of us. You save a little bit of extra money with that particular place in mind and wait until the occasion arrives. Walking into an expensive restaurant should be a magical experience. The lighting, the furniture, the uniform of the servers, the font of the menu, the furniture- it all contributes the identity of the brand.
Luna is a concept brand designed to connect the visitor to a sense of class, locality, history and luxury. I imagine this isn't a place for 5 dollar hamburgers, but rather something more complex focusing on the meticulous sourcing of local ingredients and the keen researching of old world recipes and techniques. There should be a freshness and a magic in the food that aligns with the visuals of the brand. When the philosophy of a restaurant defines the food and the brand visuals, it'll be hard spot to book a table.