Brand Tone

Authentic, Premium & Craft, Innovative & Unique, Natural & Pure, Culturally Proud

Brand Values

• •Authenticity
• •Quality
• •Innovation
• •Natural Purity
• •Terroir/Origin
• •Pride
• •Inclusivity/Empowerment

Best Practices

• •Clarify and Unify Brand Story: Immediately address the discrepancy between the website's Mexican/sugarcane origin and Instagram's California/grape origin. A consistent and clear brand narrative is foundational. All marketing materials, especially the website and social media, must align on the core product identity (origin, main ingredient).
• •Develop a Core Messaging Guide: Create a document outlining key brand messages, value propositions (e.g., "Authentic Mexican Craft," "Unique Sugarcane Spirit," "Naturally Pure," "Minority & Woman Owned Innovation"), approved terminology, and the desired emotional response.
• •Emphasize Unique Differentiators: Consistently highlight what makes Luma Vodka different – its Mexican origin, sugarcane base, use of cenote water, no-filtration process, and the minority & woman-owned aspect. These are powerful story elements.
• •Use Sensory and Evocative Language: Appeal to the senses by describing the taste profile (e.g., "subtly floral," "naturally pure," "crisp"), the origin (e.g., "sun-drenched sugarcane fields," "sacred cenote waters"), and the experience (e.g., "a taste of modern Mexico," "elevate your moments").
• •Maintain Visual and Verbal Harmony: Ensure that the visual identity (photography, design) on the website, social media, and any advertising complements the written copy's tone. For Luma, this would likely involve imagery that is both premium/sophisticated and authentically representative of its Mexican (or chosen) roots and the "Sip the Sunshine" lifestyle.

Social Perception

Emerging brand, Intrigue, Premium Positioning, Potential Confusion

Copy Examples

• •Luma Vodka: The Soul of Tulum, Distilled. Forget what you know about vodka. Luma is born from sun-ripened Mexican sugarcane and sacred cenote water – a taste of the Yucatan in every unparalleled drop. Crafted with passion, owned with pride. Discover a New Vodka Horizon.
• •Beyond Smooth. Beyond Ordinary. This is Luma. We didn’t just make another vodka. We crafted an experience. Luma’s unique sugarcane base and meticulous distillation offer a naturally pure, subtly floral character that needs no filtration – only to be savored. Proudly minority and woman owned. Taste the Luma Difference.
• •From Mexico’s Heart, To Your Glass. Luma Vodka is a celebration of Mexican terroir. We harness the vibrant essence of freshly pressed sugarcane and the purity of ancient cenote water to bring you a vodka unlike any other. A true spirit of innovation. Sip the Spirit of Modern Mexico.
• •Elevate your evenings with Luma. ✨ Our Mexican sugarcane vodka, crafted with pure cenote water, brings an authentically smooth and subtly complex taste to your favorite cocktails. Experience the new face of premium vodka, from a minority & woman-owned brand dedicated to redefining the category. #LumaVodka #MexicanVodka #SugarcaneVodka #CraftSpirits #WomanOwned #MinorityOwned #TasteOfTulum
• •In a world of familiar vodkas, we chose a different path. Luma was born from a desire to capture the unique spirit of Mexico – its rich ingredients, its distillation heritage. Made from the finest sugarcane and life-giving cenote water, Luma is a testament to authenticity and innovation. We invite you to experience a vodka that’s as distinct and vibrant as the land it comes from.