Pawpear: Brand copywriting, messaging, and a high-profile press release.
Kim Whyte is a gifted artist and illustrator. She’s the visionary founder of Pawpear – sustainable, Irish-made stationery to bring your handwritten words to life.
The brand and its stunning products were unsurprisingly gaining traction, and attracting considerable attention from national media. Kim needed the website to present a confident verbal identity, accurately reflecting her ethos and showcasing her range.
It was clear to me that, while Pawpear needed its own identity for the potential to scale, Kim’s personality was intrinsic to the brand, and had to be baked into the mix. I wanted to capture Kim’s artistry and passion for the real Ireland, but also allow space for her beautiful products to do the talking.
We took a careful look at the competitive landscape, discussed what might make someone choose Pawpear over a similar stationery brand, and dug deep to discover what made Pawpear truly unique, before putting all of this into words. We designed brand messaging, brand voice, an overarching brand narrative and key themes. We also looked at house style, before applying our newly discovered words to the Pawpear website.
Meanwhile, Kim was approached by iconic Irish brand Guinness, who commissioned a high-profile Pawpear x Guinness collaboration. I helped Kim spread the word with a press release to be distributed widely.
I expect the words I write to work hard, long after they’re written. Everything is designed to be used in many different places, for lots of different purposes. I often refer to it as a ‘brand toolkit’. So I was delighted when Kim recently said “I am using your copy everywhere, it’s given me such a solid foundation”. That is always my goal – to create useful copy that solves multiple problems.
This is a project I’m very proud of, and we continue to work together as the brand evolves.
“Liv is the best copywriter I have ever worked with. She’s deeply intuitive and perceptive, has knowledge beyond her years, and possesses an innate ability to distill any collection of information into an abiding essence. And she does it with soul. If you get an opportunity to work with her, grab it with both hands..” – Kim Whyte, Founder – Pawpear
Find out more about my brand copywriting services, and get in touch to talk it through.
