Love, Bonito: Product Education Long-form Copy

I was tasked to create prose that expanded on different key themes and launched for the month. This was so local market teams had a better idea of the direction for the copy they should craft for customer-facing materials, rather than relying only on the one-liners which we previously provided.

There were 3 main content stories that I had to craft: Staples, Colour Story, Styling Print/In-house Print. For each story, I divided the copy to explain certain key points of each assortment.

This permanent collection consists of wardrobe essentials and basics that have great mix-and-match potential. For this content story that was utilised during the campaign in May, the angle taken was as follows: 

The Wardrobe Staples Report: This is our humble take on the clothing equivalent of work-life balance to break the boundaries. Eliminate the divide between your “work wardrobe” and your “everything else wardrobe” and allows you to get more wear out of all your pieces.

[Introduction to foundation pieces in your wardrobe]

Say hello to the most hardworking styles you’ll ever meet. If you’re not sure where to start when building a capsule wardrobe, don’t worry – we’ve got you covered with these tried-and-true pieces. With Staples, you’ll be investing in essentials for the seasons to come. These are everyday off-duty essentials that take versatility to the next level – mixed and matched for different looks and different occasions. The timeless classics that you won’t stop reaching for. 

[Benefits of a capsule wardrobe]

They are the foundation of your wardrobe – the building blocks that’ll give you endless styling opportunities. Refresh your wardrobe by layering these on-heavy-rotation styles with different outers and accessories – without really having to add new pieces at all. Find ultimate flexibility through your capsule wardrobe to explore new styling and fresh looks daily. Go easily from boardroom meetings to alfresco dining in essentials that work doubletime to meet your needs. And on days you just can’t decide what to wear? You know you can effortlessly step into these styles that are ready-to-go for whoever, whatever and whenever. Dressed up or down – anything is possible with Staples. 

[Tips to create a capsule wardrobe]

Creating a capsule wardrobe is simpler than it looks. Function, fit and fun – the criteria that the building blocks of your wardrobe need to meet. Examine your lifestyle and see what works from there: Do you need pockets for your day-to-day activities? What about padded bust pieces for added comfort? Evaluate your daily routine and trust us – we definitely have the styles you need to embrace and elevate your lifestyle. 

[Introducing colours to your wardrobe capsule]

Starting with neutrals and earthy shades is the easiest way to go – pieces that you can pair with anything and everything. But who says capsule wardrobe dressing has to consist only of neutrals? The Staples features colours that promise to brighten your days and give you a chance to express your unique personality – all while serving their functional purpose. Layering your neutrals with colour is a simple way to take your outfit to the next level.

With the May campaign's heavy focus on colour, this content story would provide copy for all the upcoming launches that promoted wearing colour for the Spring/Summer season. 

Colours can seem daunting to some – too bright, too loud and just…too much. But trust us when we say everybody’s got a colour, and we’re sure that we have one that’s just right for you. Featuring different shades to flatter all skin tones, give colour a try – we guarantee it’ll excite you for the days ahead. Colours create moments for elevated style. Worn as an accent or a statement, colours paired with sleek silhouettes promise an unforgettable outfit.

[Benefits of wearing colours]

Did you know that colours can greatly affect how you feel? With colours, you can dress based on how you already feel, or how you want to feel – which can make all the difference between a good and mediocre day. You should be able to feel how you want to feel, and dress like it at the same time. Dressing in colour has many positive outcomes – you get to express your unique personality, show others how you might be feeling and most importantly, brighten up someone else’s day. Colours provide visual cues that words may never match up to, and with this bold expression, you could make someone else’s day a little better.

[How to style with colour: by mood|occasion|skin tone]

Styling with colour is straightforward – all you need to know is which colours go together and you’re set! Pair bold colours like purple and yellow, or blue and orange, together for a high-impact look. These colour pairings exude cheerful and playful energy – perfect to set the stage for a fulfilling day ahead. Colour can also help your look rise to the occasion. Lighter colours like periwinkle and cream are great for business meetings, making you look professional and confident. For nights out with the girls, make it one to remember by choosing contrasting or darker colours like maroon and burnt orange. But finding the colour that highlights your skin tone is perhaps the most important of all. As a rule, skin with cool undertones look better with cool colours like green and blue, while skin with warm undertones look better with warm colours like pink and yellow. And if you have neutral undertones, you’re in luck because most colours complement your skin tone!

[Debunking myths: What is monochrome? What are neutrals? Are they considered colours?]

People often wrongly assume that monochrome equals no colours. Here’s a little secret for you: black, white and grey are colours too! Monochrome dressing can mean dressing in one colour from head to toe for a tonal look, or refer to mixing black and white to change things up. Neutrals are also typically understated. Neutrals – meaning colours without intensity or saturation – and monochrome styles provide dimension and a canvas for you to style. From a fun coloured outer to statement accessories, this palette can create some outfit magic for you. In short, don’t be afraid to introduce colour to your wardrobe. You can start by incorporating some colour into your accessories, such as your bags, jewellery or shoes. Simply pair them with a neutral co-ord to kickstart living your life in colour!

Alongside the in-house prints, styles launched in May would feature various other types of prints and textures. Hence, the copy focused on educating and encouraging customers to try prints as a way of refreshing their wardrobe. 

[Introduction to prints]

From gingham, stripes and floral to plaid, houndstooth and polka dots, print options are endless – which can be daunting and even seem impossible to style. But wearing prints is easier than it looks and they make for great pairing partners to the pieces you already own. Styling your print with a neutral or complementary solid colour makes for an easy yet statement outfit.

[May’s Print: Terra Blocks]

Prints add a little magic, creating interest and variety to freshen up your look – and Terra Blocks does just that. Sharp angles meet smooth curves in this print. Inspired by the bold geometric designs of the Art Deco era, Terra Blocks makes a statement in your summer wardrobe. Its sleek, linear lines contrasted with overlapping shapes breathe dimension, and with the turn of seasons, summer vintage charm.