CPG brand

A Consumer Packaged Goods brand needed to develop a fresh brand identity to raise awareness of a new product and its benefits in an up-and-coming consumer category.

I partnered with branding agency Strategy By Design, who were developing the brand’s overall brand architecture, to create new Tone of Voice (TOV) guidelines based around the brand’s new personality traits and Messaging Framework for its new product launch.

The TOV provides guidance for writers on how to reflect the brand’s personality in all communications, from web copy to video scripts. This includes detailed principles, examples of the voice in action and guardrails for understanding the perfect tonal balance.

The Messaging Framework provided dozens of headlines, phrases, descriptions and boilerplate text for the product’s various features and benefits. These were designed as starting points for writers to adapt for each communication context, while forming the basis of the product launch messaging.