about the dark brand folklorist
Lune Caselle
​I grew up in the San Francisco Bay Area, a place of layered cultures, music, and lifestyles... but I always searched for something darker, stranger, and more enchanting.
As a child, I was drawn to the eerie: twisted trees, haunting imagery, and stories that made adults raise an eyebrow. By twelve, I discovered urban fantasy books that cracked something open inside of me, feeling more like reflection than fiction.
I rented the same fantasy films from the video store every month. I covered my walls in band posters and clippings of Dita Von Teese that I ripped out of magazines. The kids in school made fun of how much eyeliner I wore, but I still packed it on like battle armor. ​
I've always known who I was, but I never had someone to introduce me to the worlds I craved. I had to dig for them, piece by piece, like treasure hidden in the mud. And somewhere in that search, I realized I didn’t just want to find magic...
I wanted to make it.
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Storyteller. Designer. Nightmare Chaser.​
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​Everything I've done in life (from the clothing store I started at 16 to the event decor business I did a decade later and now branding a decade after that) has been soaked to the marrow in the same desire: help people step into a version of themselves they didn’t know they were allowed to be.
Now, through Muse and Misfit, I create brands as experiences and invitations. Making people feel seen, understood, and at home in their own darkness.
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If you're cleanly and contentedly rooted in reality, don't work with me.
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If you're a feral adventuress with enchantment on your tongue and a compulsion to carry a candelabra into the shadows of a haunted estate...I'm your girl.
I'm not just creating brands. I'm making worlds. For misfits and dreamers. For weirdos and the misunderstood. For me. For YOU.
think of it as folklore meets performance art. each brand, a portal. Will you step inside?
Wild with enchantment, and basking in darkness. A lover of the eternal and the ephemeral. I live for duality, for haunting etherealism, and self-expression so bold that others fall under the spell, daring to become their truest selves, too.
