Lunabare

Lunabare is lingerie specialist, based in the UK. The founder created the brand to share the comfort and meaning they draw from the zodiac.

I was initially approached for help creating a tone of voice for Lunabare, as well as product copy for the initial launch, profiles for each of the zodiac signs, and various other pieces of web copy and email comms.

I kicked off the work by running a brand identity and tone of voice workshop. We analysed competitors and discussed which of these brands we felt more aligned with in terms of identity and values. We then looked in more depth at how they marketed their products, and the language they used to communicate with their audience. As Lunabare would be zodiac-inspired, we also looked at key influencers within the zodiac, horoscope, and even witch spheres to make sure we understood the language, tone, and style that they were using to connect with their followers.

The goal of this session was to draw together key words and phrases that we felt best embodied the persona of Lunabare. I then took the output from this workshop and crafted a tone of voice and core style guide from which we could work collaboratively across product and web copy, as well as social media, newsletters, and other comms such as account creation and order confirmation emails.

It was important to the brand’s founder that the zodiac profiles, in particular, include an element of playful sassiness. We also took care to use inclusive language so that we could make customers, and potential customers, feel welcomed and accepted by Lunabare by creating a gender-neutral and judgement-free environment.