Brand Tone

Warm & Welcoming, Passionate & Creative, Community-Oriented & Supportive, Authentic & Down-to-Earth, Purpose-Driven & Conscious

Brand Values

• •Quality & Craftsmanship
• •Community Empowerment
• •Sustainability & Eco-Consciousness
• •Creativity & Artistry
• •Passion & Purpose
• •Inclusivity

Best Practices

• •Channel Your Founder's Voice: María Jose Cortés's passion and journey are central to the brand. Copy should reflect this genuine enthusiasm and personal touch. Use "we" to foster a sense of a team and community.
• •Weave in Core Values Naturally: Instead of just stating values, show them. For example, when describing a product, mention the "natural oils" (quality, sustainability) or when promoting an event, highlight the "local artisans" (community).
• •Speak the Language of Your Community: Use warm, inviting, and slightly informal language that resonates with a community that values craft, locality, and connection. Words like "handcrafted," "local," "love," "community," "joy," "discover," and "create" fit well.
• •Focus on Experience and Emotion: Sell not just a candle, but the ambiance it creates, the creativity it inspires, or the good feeling of supporting a local business. Use descriptive language that appeals to the senses and emotions.
• •Be Consistent Across All Touchpoints: Ensure the tone is uniform from website copy and product descriptions to social media captions, email newsletters, and even in-store signage. This builds brand recognition and trust.

Social Perception

Di Luna Candles LLC is perceived very positively by its customers and the local Tucson community. It is seen as a cherished "local gem" that provides high-quality, aesthetically pleasing, and beautifully scented candles. Customers appreciate the brand's ethical stance, including its support for other small businesses, its woman-owned and Latina-owned status, and its sustainable practices. The brand is recognized not just for its products but also as a community space offering engaging experiences like workshops and markets, creating a loyal following. The overall perception is that of a trustworthy, creative, and community-minded brand that offers products people feel good about purchasing and a space people enjoy visiting.

Copy Examples

• •Meet 'Sonoran Serenity' 🌵✨ Our latest hand-poured soy candle, crafted to bring the calming essence of the desert into your home. Infused with natural sage and lavender, and adorned with delicate dried botanicals. Light it up and let your worries melt away. Discover your moment of peace, lovingly made in Tucson.
• •Unleash your creativity and craft your own signature scent! 🕯️ Join us for a cozy afternoon at our Soy Candle Making Workshop. We’ll guide you through every step, from choosing natural fragrances to pouring your own beautiful candle. Perfect for a friends' day out or a little 'me-time'. Link in bio to reserve your spot – they fill up fast!
• •Every Di Luna candle you bring home does more than just brighten your space – it supports a dream. We’re passionate about partnering with fellow Tucson makers and showcasing their incredible talents in our shop. Come explore unique gifts and feel the warmth of our amazing local artisan community!
• •Sunshine & Good Vibes Guaranteed! ☀️ Our Di Luna Saturdays Market is the place to be this weekend! Stroll through stalls of unique local crafts, grab a delicious coffee, and connect with the heart of Tucson. Every Saturday, 9 AM - 3 PM. See you there, friends! #DiLunaSaturdays #ShopLocalTucson
• •Love your candles, love your planet. 💚 Our commitment to sustainability shines bright with our 100% natural soy wax, eco-friendly packaging, and our popular jar return program! Bring back your empty Di Luna candle jars for a discount on your next purchase. Let's make a beautiful difference, together.