Keto Bars: Retail Box Copy

Role

Copywriting

The Problem

Formerly an e-commerce site, Keto Bars had recently expanded into wholesale. With this, they needed to create a retail box that had eye-catching design and copy that authentically represented their brand.

The Solution

I conducted a discovery session with their VP of marketing to understand their brand history, core values, and what they wanted to convey with their new copy. Using their style guide, I created three different options for them to choose from.

Copy reads:

What would you do if the thing you wanted didn’t exist? I’m Jon, the founder, by the way. And in 2012, on my journey of losing over 70 pounds, I was searching for on-the-go keto friendly products. When I couldn’t find any, I made some in my kitchen. Now we’re here, in stores and in your hands. How cool is that?! Our operation has long left my home kitchen, but we’re still a small company, still made in small batches, and still made with the same real, high-quality ingredients. Want to know more? Check out KetoBars.com or on social @ketobars!

Key Takeaways

While flashy, headline grabbing copy is great, I love brands that go that extra mile with their copy. The witty text on the back of a leather conditioner bottle most people ignore. When I come across it, it feels like a secret only I’ve discovered. A special nod that, “hey, you get us. You’ve arrived here, let’s have some fun.” Keto Bars wanted to put in a little more effort with their retail box copy, so we landed on something that told their story, in their voice, for people who are going to read the box.