Brand Tone

Whimsical, Ethereal, and Empowering

Brand Values

• •Self-Expression
• •Individuality
• •Femininity
• •Aspiration

Best Practices

• •Use Evocative and Sensory Language: Employ words that evoke feelings of magic, softness, and wonder. Terms like ethereal, celestial, whisper-soft, moonlit, enchanted, delicate, and dreamy will reinforce the brand's tone.
• •Focus on "You" and Your Story: Frame the copy around the customer. It's not just about the product's features, but about how the product empowers her to express her identity and be the main character in her own life.
• •Maintain a Gentle, Uplifting Voice: The tone should always be positive and encouraging. Avoid aggressive sales tactics or language that creates urgency through fear of missing out. Instead, create desire through aspiration and inspiration.
• •Connect Products to Abstract Concepts: Link the accessories to larger ideas like dreams, identity, nature, and magic. A handbag isn't just for carrying items; it's for "carrying your story." A necklace isn't just an adornment; it's a "talisman of your inner light."
• •Create a Brand Lexicon: Develop a list of on-brand words and phrases and a corresponding list of off-brand words to avoid. This ensures consistency across all platforms and communications as the brand grows.

Social Perception

Currently, there is no public social perception of the brand. Its identity is being shaped internally through its Pinterest curation, but it has not yet been tested or perceived by a wider audience. The primary challenge and opportunity will be to translate this carefully curated aesthetic into a tangible brand experience upon launch.

Copy Examples

• •Made for moonlit walks and whispered secrets. Our Calliope bag isn't just an accessory; it's a part of your story. Discover the magic you can carry. #AbbysLuna #ExpressYourself #DreamyStyle
• •Your canvas for self-expression is here. Welcome to Abby's Luna. Explore unique handbags and accessories designed to illuminate your personal style.
• •The Selene Locket. More than just jewelry, it's a keeper of dreams. Crafted with delicate details that catch the light, this piece is a subtle reminder of your own inner glow. Wear it close to your heart and let it be a symbol of your unique journey.
• •The moon is rising... Be the first to see the magic.
• •Finding the beauty in the everyday. Our collections are inspired by the dreamers, the romantics, and the individuals who find magic in the little things. Pin this to your style board if you believe accessories are a form of art. | Abby's Luna - Unique Handbags & Accessories for Self-Expression.