Brand Tone

friendly, whimsical, and aspirational

Brand Values

• •Practicality and Functionality
• •Quality and Durability
• •Aesthetic Appeal
• •Eco-Consciousness and Sustainability
• •Customer-Centricity & Community
• •Joy and Self-Expression

Best Practices

• •Embrace Whimsical & Friendly Language: Use positive, slightly playful, and approachable words. Incorporate relevant emojis (like 💖, ✨, 🌸, ☁️) sparingly to add personality, especially on social media.
• •Highlight Practical Magic: Always connect the aesthetic appeal ("cute," "beautiful," "stylish") with the practical benefits (spacious, versatile, "fits everything," washable).
• •Tell the Story: Subtly weave in elements of the brand's origin, its Australian roots (Fremantle-designed), and the mother-daughter inspiration ("Astala" and "Luna") to maintain a personal and authentic connection.
• •Emphasize Eco-Values Gently: Mention "plastic-free," "washable," and "eco-friendly packaging" as inherent benefits rather than the sole focus, aligning with the practical luxury feel.
• •Engage with "Babes" and Community: Continue using endearing terms for the audience (where appropriate for the platform) and foster a sense of belonging. Encourage user-generated content and feature customer testimonials to reinforce social proof and the brand's customer-centric approach.

Social Perception

high-quality, stylish, and incredibly practical bags

Copy Examples

• •Meet your new everything-bag! 🌸✨ Astala Luna's carry-alls aren't just pretty; they're the super spacious, washable, and eco-friendly bestie your essentials have been dreaming of. Pack your joy!
• •From skincare stashes to travel treasures, our Luna bag holds it all with a sprinkle of celestial charm. ✨ Cute, practical, and kind to the planet. What will you fill yours with?
• •Tired of bags that don't get you? Astala Luna was born from a desire for something better: beautifully designed, endlessly versatile, and consciously made. Carry your world in style. 💖
• •Life's too short for boring bags! Elevate your everyday with Astala Luna's signature prints. Perfect for makeup, getaways, or just because you deserve something lovely and lasting. Treat yourself! ☁️
• •Join the Astala Luna family! 💕 We believe in beautiful, practical pieces that make life easier and a little more magical. Our washable, plastic-free bags are designed with love in Fremantle, just for you.