Brand Tone

Sophisticated, Confident, and Empowering

Brand Values

• •Quality and Craftsmanship
• •Femininity and Confidence
• •Elegance and Timeless Style
• •Dedication and Loyalty
• •Ambition and Growth

Best Practices

• •Use an Empowering Vocabulary: Employ strong, positive, and sophisticated words such as "empower," "confidence," "elegance," "sophisticated," "uncompromising," and "statement." This reinforces the brand's aspirational identity.
• •Speak Directly to Your Audience: Address the "modern woman" directly. Use "you" and "your" to create a personal connection, making her feel seen and understood (e.g., "designed to celebrate your strength").
• •Highlight the Feeling, Not Just the Fabric: While quality is a key value, focus the copy on the emotional benefit. Instead of just "made of viscose," say "Tailored from premium viscose for a flawless silhouette that inspires confidence."
• •Maintain a Polished and Professional Voice: Avoid slang, overly casual phrasing, and excessive use of emojis. The tone should remain consistently elegant and professional across the website, social media, and customer communications.
• •Align Visuals and Text: Every piece of copy should be paired with high-quality, professional imagery that reflects the brand's sophisticated aesthetic. The text and photos must work together to tell the same story of elegance and empowerment.

Social Perception

Luna is perceived as a prestigious and reliable domestic brand in Serbia and the surrounding region. Customers see it as a go-to choice for high-quality business and formal wear. The brand is associated with success and elegance. Positive customer testimonials reinforce its image as a creator of beautiful, confidence-boosting apparel. The perception is that of a "world-class" brand with strong local roots, which inspires pride and loyalty among its customer base.

Copy Examples

• •Command the room before you even speak. The Anabela Blazer is more than an outfit; it’s a statement. Tailored from premium viscose for a flawless silhouette, it’s designed for the woman who leads. Discover elegance that empowers. #LunaFashion #BusinessChic
• •Elegance is an attitude, and the Julia Long Dress is your expression. With its flowing lines and delicate craftsmanship, this piece is designed for moments that matter. Step into the spotlight and own the night, feeling graceful, confident, and unforgettable.
• •From a shared dream between a mother and daughter to a wardrobe essential for successful women across Europe. For over 30 years, Luna has been dedicated to one thing: celebrating your strength and femininity through timeless design. This is fashion with a purpose. This is Luna.
• •Uncompromising Style. Unmissable Offers. Refresh your signature look with the Luna seasonal collection. Curated pieces for the discerning woman are now available at special prices. Elevate your wardrobe today.
• •Your First Look at the New Collection Is Here | Luna