Damn Good Client: Crockd
Crockd is what ideal clients (and ecommerce businesses) are made of… a big idea turned tangible product backed up with branding to match 🤌🏼
When Rosa, one of the super smart brains behind Crockd, showed up wanting copy my first reaction was “wait… why? What you’ve got is already SO good!”
But despite some really killer lines, Rosa felt like there were gaps and inconsistencies. She wanted the website experience to feel cohesive and on brand.
So fuelled by a healthy fear of not being able to provide anything better than what they had, I got to work…
What even is CROCKD?
Crockd is a mindfulness brand at its core… but before you roll your eyes and zone out (in the not good way), they’re all about giving people a tangible, hands on way to experience that elusive state of zen.
Their craft kits are thoughtfully designed to keep your hands busy, let your mind wander and even use the experience to connect with other people, if that’s your thing.
What’d I rub my brain juices on?
My brain started by bouncing around messaging points and creating a wordplay buffet to feed into the copy, and for Crockd to use whenever and wherever they need a good line.
Because we were aiming for cohesive feeling copy on the website, I whipped up new words for the Home, About, Teams, Careers and FAQs pages, along with new product page copy.
What’s the vibe?
The Crockd vibe is funny, upbeat, simple and friendly. They’re on a mission to make mindfulness more accessible (and remove the stigma around it and mental health issues) through their craft kits and workshops.
That translates to using positive, simple language and layering on wordplay and the occasional dorky (but not cheesy!) joke.
Figuring out what the copy even needed to say (aka. What’s the point?)
Rosa’s Brand Discovery answers uncovered all the little details that went into Crockd. And crafting this into the main messaging points gave me a solid starting point for the website copy.
The 5 main points for Crockd:
Meditation isn’t the only way to achieve mindfulness
Creativity is a practice, not a destination or innate quality — it’s not about the art, it’s about getting arty
Can be done alone or together (friends, fam, team)
Getting crafty together facilitates deeper connection with others
It’s not just a craft kit, it’s an experience in a box
My ABSOLUTE fAAAave lines OF COPY
Armed with all of the above, it was almost impossible not to come up with some word gold.
Because of that, I couldn’t possibly narrow it down to only 3 examples, so I didn’t! Although the very first might just be one of the best lines that has ever popped into my brain…
Find your chill without sitting still (Mindfulness cards page)
Why this copy works: It covers the benefit and the objection while RHYMING. This is word gold.
Get messy, get mindful (Home)
Why this copy works: The repetition of “get” and the alliteration of “messy” and “mindful” make this line more memorable
Grab a kit and find your flow (About page)
Why this copy works: It’s both action-based (get) and benefit-driven (find your flow)
Get deep and dirty (Pottery Kit page)
Why this copy works: Action (get) plus alliteration (deep and dirty)
We’re on a mission to get the world out of its head and into its hands (repeated throughout the site)
Why this copy works: the antithesis of “out” and “into” plus the alliteration of “head” and “hands” = sticky copy
…so that they don’t fester into even more funked-up feelings (Mindfulness Cards product page)
Why this copy works: This product description is infested with alliteration, designed to lighten a potentially gloomy topic.
Technically not copy, but so chuffed they took my advice to add Patrick Clayze to the team section of the About page.
Why this works: Patrick features heavily in the Crockd socials and packaging, sometimes showing up as their social media manager. Including him in the About page adds a sense of levity and plays into a bit of an inside joke.
What made this project such a winner?
Working on Crockd’s copy was a ton of fun thanks to their upbeat brand and penchant for some serious wordplay.
Rosa already had the brand and product part sorted, all that was needed was a little help finding and finessing the messaging.