Craig & Rose
Est. 1829, Craig & Rose is one of the UK's oldest paint manufacturers.
Craig & Rose were keen to improve the general tone throughout the website to align with their competitors and reflect the brand’s position as colour experts within the super-premium paint space.
Distil created and implemented a verbal strategy in order to successfully write 200+ pieces of 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:
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Colour Reference
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Aesthetic Context
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Function and Style
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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.
