Eco Collective

A sustainable beauty and wellness brand in Seattle, WA

COPYWRITER, 2021
 

A zero-waste store transitioning from a local brick-and-mortar general goods shop to an online-only sustainable beauty brand.

Defined the voice for the new brand, in concert with visual rebranding and a site redesign. Steered messaging to simultaneously maintain trust with long-time customers and bring in new customers.


Develop brand voice guide
Web copy for e-commerce shop
Content marketing (newsletters + blogs)
Product research + presentation documents
Social media captions
User communications

Creative Director: Genevieve Fisher
Photographer: Adrienne Rosado
Designer: Kayley Sonheim

LINK TO SITE

 

Objectives

  • Develop a cohesive brand voice in concert with visual branding efforts.

  • Develop public messaging around brand changes to simultaneously maintain trust with existing customers and draw in new customers.

  • Translate the experience of a local brick-and-mortar store to an online setting.

Opportunities

  • Brand voice guide balances specificity and flexibility, so cohesive copy can be developed company-wide.

  • Site copy prioritizes clarity and targets new customers, while longform content maintains a personal connection with existing customers. Both copy styles are implemented strategically across channels.

  • Sustainability features are strategically de-emphasized to shift the brand narrative toward self care routines and mental wellbeing.

 

Website copy

The new Eco Collective brand puts mental wellbeing at the forefront, connecting self care practices and products to environmental activism.

Homepage_TaglineCrop.jpg

Copy distills the complexity of the brand’s buying standards into succinct language while maintaining a playful personality.

Homepage_StandardsCrop.jpg

Product copy de-emphasizes sustainability features, to consciously move the brand away from its previous ‘sustainable swaps’ messaging. Instead, product descriptions highlight the brand’s playful approach to self-care practices.

 

‘Last Chance’ + Archived Products

Concurrent with the closure of the brick-and-mortar shop, the brand began curating its product offerings, discontinuing many products.

Product descriptions clearly communicate changes, to mediate any loss of trust with existing customers.

Descriptions suggest alternate products within Eco Collective and point visitors to original vendors using affiliate links.

Soon-to-be archived products are collected and marked down in a ‘Last Chance’ collection. The tone is optimistic and straightforward, targeting a joint audience of both returning + new customers.

Last Chance – Eco Collective.jpg

The ‘Last Chance’ Collection links to ‘Shop Updates’, where a heartfelt, longform letter speaks specifically to long-time customers, who are more emotionally invested in the original brand.

Shop Updates – Eco Collective.jpg