Solid State for Men is an Australian brand for men who like to smell good (or people that like men who smell good). Solid State makes distinctively fragrant solid cologne packaged in conveniently sized tins. Did I mention it smells good too? Brand identity and website copywriting Anthony from Solid State approached me to create a more defined identity for Solid State, revamp the website copy and develop the product descriptions for their new packaging. Here’s what I provided, in a nutshell: Tone of Voice Guide Website copywriting Product descriptions Packaging and brochure copy Automated emails series The hard part about writing copy for a fragrance brand is actually communicating what the product will smell like when someone receives it. Unfortunately, we haven’t invented the technology to transmit smells over the internet, so the [...]