Brand Tone

Professional and Caring

Brand Values

• •Scientific Credibility
• •Animal Welfare
• •Excellence and Quality
• •Performance and Aspiration
• •Transparency

Best Practices

• •Lead with Science, Follow with Care: Always ground claims in scientific evidence or veterinary expertise first. Then, translate that into a message of care and benefit for the horse (e.g., "Our scientifically formulated blend..." followed by "...helps your horse feel its best.")
• •Maintain a Professional Lexicon: Use precise, industry-standard terminology (e.g., "gastric," "mobility," "optimal absorption") but ensure it is clearly explained and accessible. Avoid slang, excessive emojis, or overly casual language.
• •Focus on "Why," Not Just "What": Instead of just listing ingredients, explain why they are included and the specific problem they solve. This educates the customer and reinforces the brand's value of transparency and expertise.
• •Use a Supportive and Empowering Voice: Frame the messaging to empower the horse owner. They are making a smart, informed choice for their animal's health. The tone should be a partnership—"We provide the science, you provide the love and care."
• •Ensure Visual and Textual Consistency: All copy, whether on a product label, social media post, or website, should align with the brand's clean, professional, and high-quality visual identity. This creates a seamless and trustworthy brand experience.

Social Perception

The public perception of Lumina Equine is highly positive. Customers and the broader equine community view it as a trustworthy and high-quality brand. The association with veterinarians and professional riders significantly boosts its reputation. The brand is perceived as a reliable partner in horse care.

Copy Examples

• •Unlock Your Horse's True Potential. Peak performance starts from within. Our Mobility-Care supplement, developed by veterinarians, is scientifically formulated to support joint health and fluidity, giving your equine athlete the edge they need to excel. Invest in their potential. #LuminaEquine #EquinePerformance #JointSupport
• •Soothe, Support, and Strengthen Your Horse's Digestion. A healthy gut is the foundation of a happy horse. Lumina Equine's Gastro-Care provides a scientifically-backed blend of high-quality ingredients designed to maintain a balanced gastric environment. Ideal for horses in training, during travel, or those prone to digestive stress. Because their comfort is everything.
• •Did you know? A horse's hindgut is a complex ecosystem. Supporting it with the right prebiotics and scientifically-proven nutrients can enhance everything from energy levels to coat shine. Our formulas are designed for optimal absorption, ensuring your horse gets the maximum benefit from every scoop. #EquineHealth #HorseNutrition #VetApproved
• •A Veterinarian's Insight on Seasonal Equine Care As the seasons change, so do your horse's nutritional needs. Our founder, a dedicated equine vet, shares key advice for supporting your horse's immunity and well-being this autumn. Read more on the blog...
• •"Since starting on Lumina Equine's supplements, I've seen a remarkable difference in my horse's recovery and overall condition. Knowing it's backed by science and created by vets gives me complete peace of mind." - [Ambassador Name]. Join the circle of trust. #LuminaEquine #TrustedByPros