Writing-Cruehome
Unification of voice and tone across website and seller platforms.
An e-commerce business that specializes in natural, handmade one-of-a kind products and promotes selfcare and beauty.
Crue Home didn't have a website. They relied on profiles on seller platforms to establish wholesaling relationships, off-site partnerships, which was difficult. They needed a simple website with copy.
A combination of age, interests, occupations, and habits.
Prime Range: 40-60 years of age
Immediate goals included building a simple website and writing all the copy. Although a website would also help establish more partner relationships, it needed to be consumer-oriented.
Goals
Based on Crue Home's overall messaging, presence on other seller platforms and product packaging, the tone of voice dimensions were mostly serious but casual, respectful and enthusiastic.
I used those dimensions to create descriptors more specific to Crue Home, which helped further define what the tone is and is not.
Tone Dimensions
Tone Descriptors
To identify and further define the voice behind the messaging, I compiled Crue Home's mission, values, focuses, keywords and tags used on other platforms.
2-Part Mission
Values & Focuses
Keywords
9oz Glass Vessel Candle, Amber & Oak
Spring never smelled so good with our glass vessel candle, featuring a minimalist copper ring, milky soy wax and a cotton wick. Tidy your space, light your candle and bid winter farewell.
Available in:
• Amber & Oak, a masculine earthy, woodsy blend.
• Mango & Grapefruit, an amazing sweet citrus blend.
Candles are hand poured and containers are reusable.
Tiki Stripe Tea Towel Set of 2
Make a statement with the Tiki Stripe Tea Towel made of heavy linen. Features unbelievable texture, fringe detail and loops for hanging. Grow to love them more and more as they relax and soften with each use and wash.
This item is prewashed.
Why linen? Because it's timeless, durable, absorbent and looks good everywhere.
L'éléphant Green Jumbo Pocket Waist Apron
Practical meets minimalist retro with our 100% natural linen waist apron. Features double, jumbo pockets for holding kitchen and dining accessories, a comfortable and flattering high waist and an adjustable double wrap waist-tie.
This color combo is delectable. The subtle greens expand and contract depending on the lighting and the overall hues and high quality linen exude luxury.
Why linen? Because it's timeless, durable, absorbent and looks good everywhere.
Knot You But Me Mug
Whoever said owning something this unique and only for you was a bad thing? You deserve this beautiful mug. Revel in its impeccable craftsmanship, take delight in its curves, sip something hot while you indulge your senses and let the chaos of the day float away.
This mug is everything, including an amazing work of art.
The mug you receive may differ from photos. Each mug is handmade, hand painted and one-of-a-kind. No two are exactly alike, yet each is detailed with gold luster. Limited Stock