Brand | Foster Grant
Industry | Retail / Consumer Goods / Lifestyle (sunglasses & eyewear)
Project | Copy and messaging guidelines
Voice | Informative and confident, while remaining lighthearted and fun.
Foster Grant, a global sunglasses, readers, and optical brand in the EssilorLuxottica portfolio, was struggling with inconsistent messaging across channels. They hired me to create cohesive copy and messaging guidelines for their brand, categories, and collections.
I started by defining the overall brand voice and building out core messaging guidelines.
With that foundation in place, I developed tailored messaging for each category and collection, giving each a distinct tone that still aligned with the brand’s overall voice.
These key points provided the necessary context to get the brand voice right.
Intro
Voice description with example
Where the brand comes from
Who the consumer is
Brand values
What the voice is not
Phrases that distinguish the brand
Words to use
Words and ideas to avoid
Alternative language suggestions
Terminology reference for spelling, branding, and legal claims
The overall Foster Grant voice is consistent across all categories and collections
This Foster Grant voice is consistent across all categories and collections.
FOSTER GRANT’S VOICE SOUNDS LIKE THIS
We speak to our consumers as peers, both respectfully and intelligently. Our tone is lighthearted and fun, yet confident and self-assured. We are The Original American Sunglass Brand® after all. But we’re not pretentious about it, and neither are the people who buy our stuff. They have an eye for style and a good feel for sensibility. They want iconic eyewear for a smart price. Our rich history paired with modern innovation makes for a compelling story to tell our multicultural audience.
We’re informative and confident, but also lighthearted and fun. Intelligent and cross-cultural, yet social and down to earth. We’re positive and inviting while remaining clear and concise.
Finding the unique qualities of each collection helps them stand out while staying true to the overall brand voice.
THE CALIBLUE VOICE SOUNDS LIKE THIS
Smart, informative, and very laid back. We speak to our consumers with an unassuming confidence because that’s who they are- relaxed, optimistic, and pumped that a collection this functional looks this good.
We’re adding laid-back, casual, surfer-inspired language to the Foster Grant voice.
THE FASHION VOICE SOUNDS LIKE THIS
Informative, high class, but still fun and down to earth. Because this is a polished fashion collection that’s part of a brand that speaks to its consumers with respect and esteem.
The fashion tone embodies the Foster Grant voice and adds touches of fashion-forward, cultured language.
These guides allowed me to write unique stories behind each collection in a way that stayed true the brand.
Get stoked for a collection that brings the protection you’ve come to expect in a Foster Grant lens to casual, trendy looks. Scratch and impact resistance with polarized technology create the ideal combination of functional and cool. Hang out on shore in style in between sets or just watch peacefully from the sand while enjoying the sun. Whether you live the surfer lifestyle or just have great taste from the beach, you’ll feel like you’re hanging ten. The Foster Grant CaliBlue™ collection offers laid-back styles born in the waves of California.
Take your vision abroad with the Foster Grant Fashion collection’s styles inspired by the latest in high fashion. From New York to London, and Paris to Milan, each look will impress even the most avant-garde trend-setter. Lunch on top of the Eiffel Tower? A stroll by Buckingham Palace? Or maybe shopping on 5th Avenue. These styles will transport you to the most fashion-forward places on earth. This collection combines Foster Grant’s history of innovation with modern, unique ladies’ styles not found anywhere else. True quality, chic looks, and superior comfort will make them hard to take off. Find a look that takes you wherever you want to go, with refined innovation for the fashion forward.
The final product.
Foster Grant Brand Copy and Messaging Manifesto for consistency across all channels.
Five category guides including Blue Light, Fits and Clips, Optical, Readers, and Sun.
55 collection guides with unique personalities.