Brand Tone

Authentic, Passionate, Health-Conscious, Encouraging, Friendly, Vibrant, Trustworthy.

Brand Values

• •Health & Wellness
• •Quality & Purity
• •Transparency
• •Authenticity/Genuineness
• •Accessibility to Nutrition

Best Practices

• •Always Circle Back to "Love U Mean It": This is the core of the brand. Whether stated explicitly or implied, the copy should always feel genuine, caring, and committed to the consumer's well-being.
• •Highlight "Organic" and "Cold-Pressed" Benefits: These are key product differentiators and align with the value of purity and quality. Explain what these mean for the consumer (e.g., more nutrients, no pesticides, better taste).
• •Maintain an Encouraging and Positive Tone: Focus on the positive impact of healthy choices. Avoid preachy or judgmental language. Make healthy living feel accessible and enjoyable.
• •Be Transparent and Honest: Clearly list ingredients. Share the "why" behind the brand. If addressing health benefits, be factual and avoid overblown claims. (Ensure all public-facing information, like the HPP process, is accurate and consistent).
• •Use Vibrant and Sensory Language: Appeal to the taste and feeling of drinking fresh, high-quality juice. Words like "vibrant," "bursting," "fresh," "pure," "revitalizing" can convey the product experience.

Social Perception

Customers who enjoy the products often praise their freshness, taste (especially fruit-based ones), and the feeling of consuming something healthy and natural. The organic and "clean label" aspect is well-received. Some find certain flavors (particularly vegetable-heavy ones) unpalatable, which is common for green juices. Price can be a factor, as cold-pressed organic juices are generally premium-priced.

Copy Examples

• •Headline: Love Your Body. Mean It. With Lumi. Body: Fuel your day the Lumi way! Every bottle is packed with USDA organic, cold-pressed goodness – just pure fruits and veggies. No added sugars, no shortcuts, just vibrant health, delivered. Because we Love U, and we Mean It. #LumiLife #OrganicJuice #HealthyHabits
• •Headline: Taste the Sunshine. Feel the Difference. Body: Our Morning Sunrise juice is more than just grapefruit and lime – it's a vibrant burst of pure, organic energy to kickstart your day. Cold-pressed to lock in all the nutrients and flavor. That's the Lumi promise. #ColdPressed #RealIngredients #LoveUMeanIt
• •Headline: Your Daily Dose of Delicious Wellness. Body: Getting your greens has never been easier (or tastier!). Lumi's Farmhouse Greens blends organic kale, cucumber, apple, and more for a nutrient powerhouse. Feel good from the inside out. #LumiJuice #GreenJuice #OrganicLiving #FeelTheGoodness
• •Headline: From Our Kitchen To Yours: The Lumi Commitment. Body: We started Lumi with a simple idea: juice that's as honest and good as nature intended. That means 100% organic produce, cold-pressed for maximum benefit, and always made with love. Join the Lumi family and drink to your health! #LoveUMeanIt #USDAOrganic #JuiceWithIntegrity
• •Headline: Trusted by Pros. Loved by You. Body: Elite athletes from over 50 pro sports teams trust Lumi for clean energy and recovery. Now, bring that same high-performance nutrition to your daily routine. Experience the pure power of Lumi. #ProNutrition #OrganicFuel #LumiJuice #HealthyLifestyle