The challenge

The strapline and copy had to make it clear what the range was, who it was for, and why it is unique.

The TOV had to be in line with Craghoppers brand voice and appeal to their target customers for this particular collection.

We only had a few words to work with, so had to be really selective about which words to use and which ideas to include.

screenshot mockup of website ecommerce page with copy describing outdoor footwear

What I did

Following my Trigpoint Framework, I researched some of the target customers for this range, looking for any common themes or values that connect these people from vastly different industries.

I researched the product range to identify the key aspects or features to mention in the copy.

I analysed the Craghoppers brand voice to make sure the copy I wrote would sound right for the brand and be in line with existing marketing.

The results

I presented Craghoppers with a few different options of straplines and copy for them to choose from.

They were really pleased with the outcome, and hopefully the copy will help them promote this product range with clear and compelling messaging.

  • “Really pleased with the outcome”

    Working with Jane for the first time was a very smooth process. The briefing pushed us to think beyond our usual process to achieve better outcomes. The project was completed very efficiently and we were really pleased with the outcome. We are looking to work with Jane on upcoming projects and would certainly recommend.

    Clare Grimshaw
    Senior Marketing Manager, Craghoppers