Brand Tone

Aspirational, elegant, and serene, blending the timeless elegance of Europe with the vibrant culture of Central America through soft, sophisticated, evocative, and sensory-focused language.

Brand Values

• •Sustainability and Eco-Consciousness
• •Artisanal Craftsmanship
• •Cultural Fusion
• •Local Empowerment
• •Timelessness and Freedom

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core values. Don't just sell a swimsuit; sell a piece of "eco-conscious fashion" that represents "cultural fusion." Start captions and descriptions with the story or the feeling, not just the product's features.
• •Maintain a Lexicon of Brand Keywords: Consistently use a specific set of words that reinforce the brand identity. This includes terms like: elegant, vibrant, timeless, sustainable, artisanal, crafted, conscious, culture, journey, moments, and serene.
• •Blend Languages Authentically: Continue to weave in Spanish words and phrases naturally (e.g., Alma Vibrante, Pareo, Rocío). This reinforces the brand's roots in El Salvador and its unique cultural blend, adding an authentic touch that resonates with its story.
• •Focus on Sensory and Evocative Language: Write copy that appeals to the senses. Use descriptive words that help the customer imagine the feel of the fabric, the warmth of the sun, and the beauty of the location. Phrases like "sun-soaked beaches" and "fusion of elegance and versatility" create a powerful mental image.
• •Tell the Artisan's Story: Regularly create content that highlights the "meaningful, sustainable impact on the community." Share behind-the-scenes looks at the crafting process and introduce the local Salvadoran talents involved. This builds transparency and deepens the customer's connection to the brand's mission of empowerment.

Social Perception

Perceived as a high-quality, niche, and aesthetically pleasing brand, representing Salvadoran talent and sustainable fashion. Highly curated online presence with positive customer engagement.

Copy Examples

• •Where European elegance meets the vibrant soul of the tropics. Our new Azulia one-piece is more than swimwear; it’s a celebration of moments, crafted with sustainable materials and the hands of Salvadoran artisans. Embrace the sun, consciously. #MaisonLuciernaga #SustainableFashion #MadeInElSalvador
• •Drape yourself in a story. The Alma Vibrante Cover-Up is the perfect fusion of elegance and versatility, featuring a hand-painted design that tells a tale of two cultures. Crafted from lightweight, eco-friendly fabric, it's the ideal piece for moving from a sun-soaked beach to a golden-hour evening. Feel the art, wear the journey.
• •A Story of Sun, Sea, and Salvadoran Craftsmanship ✨
• •Timeless Designs, Consciously Crafted. Discover beachwear that honors both the planet and its people. Made with love in El Salvador.
• •From a spark of inspiration... to a story you can wear. ✨ #ArtisanalFashion #BehindTheDesign #ElSalvador