TOV | COPYWRITING | STRATEGIC COPYWRITING
Craig & Rose
Est. 1829, Craig & Rose is one of the UK's oldest paint manufacturers.
Craig & Rose, a heritage brand known for its expertise in color and trend-driven paint ranges, wanted to refine its website copy. The existing content lacked key information and needed a more engaging, premium tone to align with competitors and reinforce the brand’s authority in the super-premium paint space.
Our Approach
Distil developed and implemented a verbal strategy to elevate Craig & Rose’s brand voice. This guided the creation of over 200 pieces of product copy, ensuring consistency, clarity, and a refined tone that resonated with their audience.
The Outcome
The refreshed copy strengthened Craig & Rose’s positioning as colour experts, enhancing the online experience with compelling, informative descriptions that reflected the brand’s heritage and expertise.
Services provided: Verbal Strategy | Copywriting | Art History Research | Optimised SEO Product Copy
Creating a verbal strategy
Before we could begin the job of reworking the Craig & Rose product copy we needed to define a repeatable structure that would allow us to incorporate product details, paint technology, and bring the colours to life in an evocative way. This strategy involved hitting the following key pieces of information:
Colour Reference
Aesthetic Context
Function and Style
Directions
BEFORE:
Lucienne Olive
Modernist icon designer Lucienne Day used this deep and rich tone in her award.
AFTER:
1
Colour Reference: We’ve added a standout tagline to introduce each colour, inspired by the creative product names.
2
Aesthetic Context: Conjuring up aesthetic references with a touch of tongue-in-cheek humour, our opening sentence strikes the perfect balance between whimsy and functionality.
3
Function and Style: We highlight functional product details like undertone callouts while incorporating creative styling options, painting a comprehensive picture of the product’s potential.
4
Directions: The closing summary provides essential product information, including surface signposting, delivered with a tongue-in-cheek guidance that avoids being bossy and resonates with the sense of humour of the Craig and Rose demographic.
1
Colour Reference: We’ve added a standout tagline to introduce each colour, inspired by the creative product names.
2
Aesthetic Context: Conjuring up aesthetic references with a touch of tongue-in-cheek humour, our opening sentence strikes the perfect balance between whimsy and functionality.
3
Function and Style: We highlight functional product details like undertone callouts while incorporating creative styling options, painting a comprehensive picture of the product’s potential.
4
Directions: The closing summary provides essential product information, including surface signposting, delivered with a tongue-in-cheek guidance that avoids being bossy and resonates with the sense of humour of the Craig and Rose demographic.
BEFORE:
Swedish Blue
A pale, powdery and cloud-like blue - a fitting companion to 20th century Scandinavian furniture and ceramics. Use with 1829 Light Grey Undercoat.
AFTER:
1
Colour Reference: We’ve added a standout tagline to introduce each colour, inspired by the creative product names.
2
Aesthetic Context: Conjuring up aesthetic references with a touch of tongue-in-cheek humour, our opening sentence strikes the perfect balance between whimsy and functionality.
3
Function and Style: We highlight functional product details like undertone callouts while incorporating creative styling options, painting a comprehensive picture of the product’s potential.
4
Directions: The closing summary provides essential product information, including surface signposting, delivered with a tongue-in-cheek guidance that avoids being bossy and resonates with the sense of humour of the Craig and Rose demographic.
1
Colour Reference: We’ve added a standout tagline to introduce each colour, inspired by the creative product names.
2
Aesthetic Context: Conjuring up aesthetic references with a touch of tongue-in-cheek humour, our opening sentence strikes the perfect balance between whimsy and functionality.
3
Function and Style: We highlight functional product details like undertone callouts while incorporating creative styling options, painting a comprehensive picture of the product’s potential.
4
Directions: The closing summary provides essential product information, including surface signposting, delivered with a tongue-in-cheek guidance that avoids being bossy and resonates with the sense of humour of the Craig and Rose demographic.
BEFORE:
Pullman Green
A clean, deep charcoal green with an ornamental feel to use in both classical and contemporary interiors. Use with 1829 Light Grey Undercoat.
AFTER:
1
Colour Reference: We’ve added a standout tagline to introduce each colour, inspired by the creative product names.
2
Aesthetic Context: Conjuring up aesthetic references with a touch of tongue-in-cheek humour, our opening sentence strikes the perfect balance between whimsy and functionality.
3
Function and Style: We highlight functional product details like undertone callouts while incorporating creative styling options, painting a comprehensive picture of the product’s potential.
4
Directions: The closing summary provides essential product information, including surface signposting, delivered with a tongue-in-cheek guidance that avoids being bossy and resonates with the sense of humour of the Craig and Rose demographic.
1
Colour Reference: We’ve added a standout tagline to introduce each colour, inspired by the creative product names.
2
Aesthetic Context: Conjuring up aesthetic references with a touch of tongue-in-cheek humour, our opening sentence strikes the perfect balance between whimsy and functionality.
3
Function and Style: We highlight functional product details like undertone callouts while incorporating creative styling options, painting a comprehensive picture of the product’s potential.
4
Directions: The closing summary provides essential product information, including surface signposting, delivered with a tongue-in-cheek guidance that avoids being bossy and resonates with the sense of humour of the Craig and Rose demographic.
