Brand Tone

Inspirational, celebratory, and authentic.

Brand Values

• •Authenticity
• •Inclusivity
• •Health & Wellness
• •Celebration
• •Sustainability

Best Practices

• •Always Lead with "The Why": Start with the emotional core of the brand—celebration, trailblazing, inclusivity. Whether it’s a product description or a social media post, connect the drink back to the feeling and the story behind it.
• •Use Empowering & Active Language: Employ words like "celebrate," "toast," "blaze your own trail," "savor," and "unapologetic." This reinforces the inspirational and bold tone of the brand.
• •Highlight "Clean & Simple": Consistently mention "all-natural," "zero-proof," and "ingredients you can trust." This builds on the core value of health and authenticity and should be a key feature in product-focused copy.
• •Frame it as an Invitation: Use inclusive language. Phrases like "Join the celebration," "Raise a glass with us," and "A toast to you" make the audience feel like part of the Luba community.
• •Tell the Luba Story: Don't let the story of Christiana's grandmother fade into the background. Weave her spirit into the copy regularly to remind customers of the authentic, heartfelt origins of the brand. This is a powerful differentiator.

Social Perception

Perceived as a solution-oriented innovator, mission-driven and heartfelt, a champion for inclusivity, and quality-focused.

Copy Examples

• •The Cosmo, reimagined. Vibrant cranberry, a hint of lime, and all the sophistication—zero proof. We crafted this one for late-night talks, big-win toasts, and celebrating you. Because every moment is worth savoring. #LubaLibations #ZeroProof #ToastToTheMoment
• •Your new favorite cocktail is… clean? Meet Luba Libations. We believe you shouldn't have to choose between a delicious, complex cocktail and your wellness goals. That's why we use only all-natural ingredients you can actually pronounce. No dyes, no mystery additives, just pure celebration in a can. Taste what you've been missing. #DrinkLuba #HealthyLiving #NonAlcoholic
• •Inspired by a Trailblazer. Crafted for You. Luba Libations is a tribute to living boldly and loving fiercely. Named for our founder's grandmother, our zero-proof cocktails are a celebration of life, love, and the spirit of saying "cheers" to it all. Learn our story and raise a can with us. #LubaLifestyle #Authenticity
• •A Mule with a Mission. Our Kyiv Mule isn't just a fiery ginger-lime classic; it's a nod to our roots. Inspired by our founder's Ukrainian heritage, this zero-proof cocktail is a tribute to strength and spirit. Plus, 1% of your purchase supports our Sips for Sustainability program. Drink good, do good. #SipsForSustainability #KyivMule
• •Redefine your happy hour. No alcohol, no problem. Just the authentic taste of your favorite cocktails, crafted with all-natural ingredients. What moment are you toasting to today? #DrinkLuba #SoberCurious #MindfulDrinking #NonAlcoholicCocktail