Robert McCaffery – Copywriting

The Brief

I was briefed to create a series of product descriptions for a leading Moroccan, a traditional clothing brand that was looking to westernise its copy for a new audience and highlight their new range of modern clothing styles.  

The Solution

Focusing on key elements of the products and the brand's mission of working with traditional weavers, their use of local workers and fabric and the creation of new colours to catch the eye and each product description was written to meet SEO optimisation standards: using keywords, the brand's name and under 80 words per description.