Southern Land Company Reveals Name and Brand Identity of New Luxury Home Community in Dripping Springs, Texas

  • 03. 01. 2023
  • Jenna Lefever

Lunaroya Mark 2

Naming and brand work signal progress on community

Southern Land Company (SLC), a national real estate developer of award-winning mixed-use developments and master-planned communities, has revealed the name of its new high-end, luxury home community in Dripping Springs, Texas: Lunaroya.

Lunaroya joins the Latin word “luna,” meaning moon, and part of the Spanish word “arroyo,” meaning stream, creek, or flowing water, to create a unique name that conjures images of earth and sky and celebrates the beauty and wonder of the Texas Hill Country landscape. The name was determined in partnership with brand strategists at Clarity Studio, based in Birmingham, Ala., who also developed a comprehensive brand identity for Lunaroya. The community now has an original mark designed to complement the name Lunaroya, a defined color palette of earthy neutrals and a sky-like blue, and a tagline, “live in wonderment.”

A first glimpse of the brand identity can be experienced on Lunaroya’s new landing page,, where prospective homebuyers can register to learn more about the intimate community and view beautiful, original photography of the homesites and landscape.

“We could not be more pleased to share that this community now has a fitting name and stunning brand identity,” said Brian Sewell, president and COO of SLC. “What we are creating in the Texas Hill Country at Lunaroya will be beautiful, inviting, and awe-inspiring, and we needed a name and brand to match. Through thoughtful partnership with Clarity Studio, we believe we have achieved just that. We look forward to sharing more about the exceptional lifestyles Lunaroya will offer as progress continues on the development of the community this year.”

“Creating a brand identity is no small feat,” said David Ytterberg, strategy director and managing member of Clarity Studio. “After spending time with the Southern Land Company team and seeing the beauty and invaluable characteristics of the land in Dripping Springs firsthand, we were inspired to celebrate the wonderment of the area and of the new community. Intentional design is at the forefront of what Southern Land does, and it’s the same for us at Clarity Studio. We are proud to have partnered on the naming and branding of Lunaroya.”

Lunaroya is located near Treaty Oak at the end of Silver Creek Road in a scenic, secluded location. It includes just 28 homesites, 10 of which are 1.5 acres, and 18 that are two acres. Twenty of the homesites back up to Barton Creek and offer expansive bluff, river, and Hill Country views. Homebuyers will enjoy distinct luxury single-family homes that reflect SLC’s hallmarks of strict design principles, timeless architecture, and meticulous attention to detail. Additionally, Lunaroya will feature a gathering center with river access, carefully working with the beauty of the land and its natural Hill Country trees and open spaces.

With infrastructure construction at Lunaroya well underway, SLC expects construction on the first homes to begin in September 2023. All homes at Lunaroya will be built by SLC Homes, SLC’s in-house homebuilding group. SLC Homes builds exclusively in SLC communities and focuses on quality craftsmanship, high-end materials, elegant finishes, contemporary conveniences, and lush landscaping.

Lunaroya is SLC’s first project in the Texas Hill Country. It was announced in January 2022. SLC’s expansion into Hays, Burnet, Comal, and Travis Counties was announced in October 2021.

SLC has extensive experience designing and developing master-planned and single-family communities in other parts of the U.S. In December 2022, SLC’s flagship master-planned community in Franklin, Tenn., Westhaven, won a Best in American Living™ Award from the National Association of Home Builders (NAHB), a prominent accolade recognizing achievement by builders and design professionals in the residential housing industry. In Texas, SLC designed and developed Tucker Hill in McKinney. The company has two other master-planned communities underway, Westerly in Erie, Colo., and a to-be-named 373-acre project in Nolensville, Tenn.

For more information about Lunaroya and to register for updates, visit

For more information about SLC Homes, visit

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