Copy Showcase
KEEP COLLECTIONS
“You have captured the brand’s soul, and my vision, so well.”
Bringing depth to a homewares brand
The BRIEF
Homewares brand Keep Collections was levelling up. Known for sculptural serveware that sits beautifully in every space, the brand was moving into its first bricks-and-mortar store. With this new opportunity to capture foot traffic, owner Janneke Coyle sought storefront signage that strengthened the brand and piqued the interest of cold audiences passing by — but the brand lacked words that were good enough for her taste. Keep partnered with Lovenote to develop taglines, brand tone and copy that would encapsulate their art style and earn well-deserved placements on tabletops.
THE COLLABORATION
Copy Capsule / Brand Tone Development / Taglines / Store Signage / Website Copy / Copy For Socials, Emails And More
The APPROACH
Keep is more than plates, knives and bowls. It’s art for the table; an excuse to gather around. We analysed the customer who chooses Keep over Kmart, uncovering their convivial ‘just because’ attitude, their social side, and their aptitude for hosting gatherings guests remember and aim to replicate. We developed a brand tone for Keep that was dedicated to the art of the dinner party, giving more meaning to something that sits on your table — and making the tablescape something to celebrate.
“Yay. I am THRILLED with this. You have captured the brand’s soul, and my vision, so well.”
Janneke Coyle, owner of Keep Collections
The COPY
The RESULTS
Keep moved into their storefront location with an alluring tagline on the front door: ‘Sculptural homewares and texture for your table’. They pulled the brand tone into socials, emails, website copy and more, verbally building an aspirational lifestyle around their brand. Using phrases like ‘Set the table, set the tone’, ‘Treat the company you keep’, ’Our sculptural homewares keep them gathered to late hours’, Keep Collections became the brand of choice for those who naturally attract a crowd and those who RSVP ‘of course’.
Request BESPOKE CREATIVE WORK for YOUR BRAND
The Lovenote copy studio defines strategically creative brand voices and clear, conversational copy across platforms. We specialise in ecommerce and product-based copywriting and aim to foster unshakeable fan culture for your brand.