Brand Tone

Nurturing, Genuine, and Conscious. Communicated with warmth and love, gentle and informative, celebratory and community-focused on social media.

Brand Values

• •Safety and Health: Providing safe clothing for children using organic, natural, and hypoallergenic materials free from harmful pesticides and chemicals.
• •Sustainability and Eco-Consciousness: Strong commitment to the environment, using recyclable/compostable packaging and promoting sustainable agriculture.
• •Handcrafted Quality: Pride in unique, hand-illustrated, and hand-embroidered designs, highlighting dedication and attention to detail.
• •Small Business and Community: Identifies as a "minority, mama-owned business" fostering a sense of community and gratitude towards customers.

Best Practices

• •Lead with the "Why": Always connect the copy back to the brand's origin story and core values. Remind the audience that the brand was started by a mother seeking safe, beautiful clothing for her child.
• •Emphasize "Gentle" Language: Use words like gentle, soft, natural, pure, safe, conscious, and love to describe products and the brand ethos. This reinforces the core value of safety and comfort.
• •Maintain a Personal, "Mama-Owned" Voice: Write as if a caring mother is speaking directly to another. Use "we" and "our" to create a sense of a small, dedicated team, not a large corporation. Phrases like "from our family to yours" strengthen this connection.
• •Educate, Don't Just Sell: Use copy to gently inform customers about the benefits of organic materials and sustainable practices. This builds trust and positions the brand as a thoughtful authority in its niche.
• •Be Consistent with Brand Elements: Continue using unique visual and text elements like the moon symbol (☾) in website copy and gentle, heartfelt emojis (✨, 🤎) on social media to create a recognizable and cohesive brand identity.

Social Perception

The perception is that of a small, ethical brand that customers can trust for their children's clothing. It's shaped by its founding story and values, fostering a positive and appreciative customer base with little to no negative feedback. The brand also appeals to a diverse, potentially bilingual audience valuing family connections.

Copy Examples

• •Wrapped in love, dressed in nature. Our hand-embroidered knits are crafted from the softest organic materials, because we believe your little one’s biggest adventures deserve the gentlest start. #LunabelaLove #OrganicBabyClothes #HandmadeWithCare
• •Gentle on skin, kind to the planet. Discover our collection of hand-illustrated organic clothing, designed by a mother, for yours. Welcome to the Lunabela family.
• •For your little love ('amorcito'). This incredibly soft, 100% organic cotton bodysuit is perfect for delicate skin. Featuring a unique, hand-illustrated print, each piece is a reminder of the special moments that make life beautiful. Ethically made and designed to be cherished.
• •A little something from our family to yours ✨
• •Safe, Sustainable, and So Adorable. Stop searching for the perfect baby clothes. Lunabela was born from a mother's quest for safe, unique, and eco-friendly options. From our hand-embroidered details to our compostable packaging, every choice is made with love. Shop the collection.