Barefoot
Frank Collective took on the job of rebranding the largest global winemaker in the world, Barefoot Wine. It took a year of evolution, but the brand now has a quirky sense of humor and plenty of brand ambassadors to make sure she stays the sassiest bottle on the rack. My role was to bring that new campiness to the tone-of-voice. I worked with our staff copywriter to create a suite of comical compliments that became intrinsic to the brand personality. Friendly and awkward in a delightful way. These were used on social, on the brand site, across digital and physical marketing.
Client
Barefoot Rebrand
Agency
Frank Collective
Made in Cookware
Made In Cookware was a new brand that had amazing product at an affordable price point. But they needed to differentiate themselves from the competitors. We focused on millennials that were starting to settle down. Trading bar hopping for nesting with Netflix. With the meal kit trend, more people were cooking at home and were ready to upgrade their cookware. So we geared our communication to reflect “adulting” and the thrill of cooking chef-quality cuisine at home. Whether it was grilled cheese or a classic french omelette. A good pan makes all the difference.
Client
Made In Cookware
Agency
Frank Collective
Lemon Perfect
When the founder of Lemon Perfect first came to Frank Collective, the formulation was still in discovery. But he had a clear idea of what he wanted the brand to represent. Happiness, health and optimism. We connoted that with “Saturday morning sunshine in a bottle”. The color spectrum of the brand was very rainbow like. But we knew we wanted to focus the majority of copy around lemons. Being that was a key differentiator.
Client
Lemon Perfect
Agency
Frank Collective
Lola
Working closely with Lola’s founders, I understood how important tone-of-voice would be for the feminine reproductive brand. Most women don’t know what is in their tampon. Lola wanted to speak to women in a straight-forward and informative way, but without sounding clinical. In addition to creating their brand, I also worked on a first period kit. This was a downloadable pdf we co-wrote with a physician. It’s a great way to see how we carried the friendly and direct mission statement of the Lola voice.
Client
Lola
Agency
Frank Collective
Poppin
Poppin was a new take on office supplies. Instead of grey, black and boring—they were a rainbow in bright poppy colors. The brand had a fun, quirky tone developed by their original copywriter. They decided to extend that tone-of-voice to the naming of their products as well. That’s where I came in. I wrote new names for over 50 skus. Below is a sampling. Office supplies never have to be boring again.
Client
Poppin
Agency
Frank Collective
Pearline Health
Need a teeth cleaning, but hate the dentist? Pearline created a spa just for teeth cleaning. No drills, just polish. They wanted to make sure clients felt at ease and that the experience would be pleasurable vs. painful. So I created a tone of voice that was outgoing and sassy.
Client
Pearline Health
Agency
Frank Collective
