This is a writing sample from Scripted writer Nick DeAngelo
Brand Voice & Tone Guidelines
Hämtmat is a brand with endless potential for expanded product lines, new audiences, and diversified markets. For these reasons, we often leave some room for interpretation in how we speak about the brand. Our intent is not to be ambiguous, but instead to leave our options open in terms of future growth. We are clear in how we communicate, but not explicit. Our voice can best be described as ‘elevated, yet simple,’ and ‘discerning, yet fun.’
We are relatable in tone with customers, as if conversing with your favorite colleague while in the workplace. Think of it as understanding, but respectful. We want to know their world because we know that we can help them with it, whether they’re trying to solve a problem, improve their mood, or share some aspects of their personality.
Our customers come from all kinds of different backgrounds, so it’s important to cater messaging to them, while maintaining a certain level of grace. The following pages outline some of the core brand messaging. While this language can be adapted by outlet and audience, the recurring, foundational themes are established with the Brand Messaging Framework, expanded on in the Mission Statement and About Us language, and stretched further to cater to our initial target demographics with the Sample Audience Messaging.
Messaging Framework
Emotional (the 'Why?'): Hämtmat believes the simple things in life allow us to embrace our true selves…
Operational (the 'How?'): …so we help our customers share their personalities through their everyday accessories…
Functional (the 'What?'): …by making uniquely charming lunchboxes, water bottles, and so much more.
Slogan: Make your everyday things show your true self.
Combined & Stylized: Each day is an opportunity to show the world who you are. Express your joy, share your art, and show off with the little things in life. Hämtmat makes the everyday accessories—lunchboxes, water bottles, and so much more—that help you show your true self.
Web Copy
Hämtmat began with an appreciation for elegant simplicity, which is equal parts rooted in our love for a certain aesthetic and our desire to stand out from others.
The people we connect with, the places we go, and the things we own are the ingredients of our life. We often focus on the larger things—our ideal career, that dream home, or a fancy new car—all things that understandably take up a lot of energy, time, and money. We also realize that the smaller, everyday items in our lives collectively add to this grander vision of who we are: the clothes we wear, the food we eat, and the assortment of accessories we adorn our life with. We wanted to focus on these simple things so that our customers could find more creative ways to express themselves every day.
There is an unsurprising connection between food and fashion. Looking around, we saw countless nondescript boxes, bags, and bottles being used to tote homemade or store-bought meals. We decided to change that. Our goal today remains to transform food and drink on-the-go, to help you put more of yourself into your everyday accessories. Our pledge for the future is that we will continue to innovate and reimagine a fully personalized world.
Each day is an opportunity to show the world who you are are. Express your joy, share your art, and show off with the little things. Make your everyday things show your true self.
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<div>Award-winning writer based in Philadelphia with more than 15 years of experience as a content creator, copywriter, and digital marketing consultant. I have spent more than 10 of those years working with media and communications companies (Comcast and Liberty Latin America) on branding and communications projects, but also have extensive experience in technology, hospitality, retail, and sports.</div>
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<div>My expertise is SEO-friendly web content (webpages, blogs, case studies, etc.), email campaigns, ad copy, or anything else you need crafted. I'm also a musi...
