Brand Tone

aspirational, feminine, and intimate

Brand Values

• •Ethical and Sustainable Production
• •Female Empowerment and Comfort
• •Quality Craftsmanship and Attention to Detail
• •Individuality and Uniqueness

Best Practices

• •Emphasize the 'Handmade with Love' Story: Always circle back to the core of the brand: every piece is handcrafted in a small, all-female studio in Cape Town. This reinforces the values of quality, ethics, and personal touch.
• •Use Sensory and Emotive Language: Use descriptive words that evoke feelings of comfort, softness, and confidence. Phrases like 'soft caress against your skin,' 'whisper of luxury,' and 'buttery tones' align perfectly with the established intimate and feminine tone.
• •Maintain a Personal and Friendly Voice: Address the customer directly and warmly. Using phrases like 'For you,' 'Hello, lovely,' and signing off with a personal touch will maintain the approachable feel of a small, caring brand.
• •Highlight Ethical Choices and Sustainability: Consistently mention the 'slow fashion' and 'made-to-order' model. This is a key differentiator and a significant value for many modern consumers. Frame it as a 'sustainable choice' and a way to 'minimise our impact on our precious planet.'
• •Focus on Empowerment Through Fit and Comfort: Reiterate the brand's mission to make women feel beautiful and confident. Promote the availability of custom sizing and the focus on creating the 'perfect fit you deserve' to show a genuine commitment to all body shapes and sizes.

Social Perception

Customers and online commentators perceive Luna Intimates positively as a local, small business worth supporting. They appreciate its beautiful designs, good quality, thoughtful packaging, ethical production, and personalized customer service including custom sizing. The brand is seen as 'super pretty' and affordable, with a solid online presence.

Copy Examples

• •Sweet, golden, and a little bit irresistible. Introducing 'Just Like Honey' – our new collection inspired by the warmth of a lazy Sunday. Each piece is handmade with the gentlest lace to feel like a soft caress against your skin. Discover buttery tones and delicate details made to make you glow. Shop Slow, Love Forever. #LunaIntimates #JustLikeHoney #SlowFashion #HandmadeLingerie
• •Lingerie that feels as good as it looks, and is as good for the planet as it is for your soul. At Luna Intimates, we believe in timeless elegance and sustainable choices. Every piece is handmade to order in our Cape Town studio, just for you. Choose quality, choose ethical, choose to feel beautiful. Learn more about our commitment to slow fashion. #LunaIntimates #EthicalFashion #SustainableLuxury #HandmadeInCapeTown
• •Meet the piece you’ll reach for day after day. Our Signature Bow Bralette is designed for more than just looks—it’s crafted for unparalleled comfort. Made from the softest lace with adjustable straps for that perfect-fit feeling, it’s a whisper of luxury against your skin. Because you deserve to feel beautiful and confident, always. Handmade with love, just for you.
• •Hello, lovely! Here at Luna, we sometimes find the most beautiful, limited-edition lace. Not enough for a full collection, but too special to let go. That's why we've created our 'Surprise in Your Size' packs. A little mystery, a lot of beauty, and a piece of Luna Intimates that is uniquely yours. Let us choose for you. #LunaIntimates #SurpriseInYourSize #LimitedEdition
• •For the moments leading up to 'I do.' Our bridal collection is designed to add a touch of magic and luxury to your love story. Unforgettable pieces, handcrafted with care, to make you feel as incredible as the moment itself. Get ready to fall in love all over again. #LunaBridal #BridalLingerie #HandmadeWithLove