[rahimnathwani]

Interestingly, there are a number of EU trademarks which (i) contain the word Luna, and (ii) include reference to class 39 and 'Transport; packaging and storage of goods.'.

For example: http://www.ipo.gov.uk/tmcase/Results/4/EU009432147

Also interesting is what the Intellectual Property Office has to say about passing off (http://www.ipo.gov.uk/types/tm/t-about/t-protect/t-protect-u...):

To be successful in a passing off action, you must prove that:

- the mark is yours

- you have built up a reputation in the mark

- you have been harmed in some way by the other person's use of the mark

It can be very difficult, and as a result, expensive to prove a passing off action.

IANAL but it would seem that a US-based company with (I'm assuming) no customers or operations in the UK would have a hard time showing that the use of a mark by a company which operates within a very small area of London has caused it harm. Also tough to show 'you have built up a reputation in the mark' given that Luna was only founded a few months ago (according to AngelList).