— PROJECT NAME
TRU Women
E-comm Launch
— ROLE
Copy Director
@ R/GA
— DATE
August 2017
TRU Women make plant-based nutrition bars and protein shakes. They were launching their new brand and business in 2017 and needed an online store.
I wrote a simple tone of voice for them and crafted every page of copy on their e-commerce site. From the homepage to the product descriptions, from sign-up forms to checkout screens, I created one consistent experience for the TRU brand to take to market.
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A simple TOV for an all-natural brand.
Products & Ethos
The TRU brand has a strong idea of who they are and why they exist. A key consideration for me as I wrote their site was to marry up function (finding and buying products) with emotion (connecting with TRU and their values). Below are some screens showing both sides of the equation at work.
UX with
a smile
Every online store needs essential elements like sign-up and log-in pages, account screens, a contact form and a good old 404 error message. I wrote all of these UX elements, keeping them clear and helpful – but in a conversational way, with some TRU tone of voice sprinkled into the mix.
