Project Type: Copywriting | Ad Copy + Captions + Product Descriptions
Brand: Ellementry
Category: Home & Lifestyle

Ellementry—a lifestyle brand rooted in elegance and conscious living—tasked me with crafting soulful copy for their winter mug collection. The goal? Create copy that doesn’t just describe a product, but evokes a feeling—warmth, slowness, and the quiet joy of everyday rituals. 

What I Wrote

Ad Copy:
A hero line that wraps emotion around the product.

Captions (Social-First):
Crafted 4 variations, each focused on the mood and ritual of sipping in winter. From “warm hands, warmer hearts” to “some mugs just belong in your hands”—I wove comfort and storytelling into every scroll-stopper.

Product Descriptions:
I gave each product its own little world. 

Strategy Behind the Copy

Emotion First:
I didn’t just write copy—I created cozy little scenes. Every word was chosen to make the reader feel something before they even think about buying.

Brand Voice Alignment:
Clean, poetic, minimal—with a rooted warmth that mirrors Ellementry’s handcrafted design language.

Sensory & Seasonal Hooks:
The copy leans into the senses—touch, warmth, quiet—and ties each product to a familiar, seasonal moment (chai at dawn, cocoa by the fire).

Human Moments Over Product Features:
The product became the backdrop to life’s little rituals—because people don’t buy mugs, they buy how they want to feel when they use them.

This assignment landed me the role of Copywriter in Elementary but due to personal reasons I opted out of it.