H by frette, TONE OF VOICE DEVELOPMENT

OPPORTUNITY
H by Frette is a brand new DTC luxury linen company from master parent brand Frette that boasts an unparalleled history of quality and hospitality. The problem was that the DTC linen market was getting cluttered, with some brands claiming to own the luxury hotel market. But empty claims are all the were. They had nothing to back it up. To break through we needed to show up differently. While other brands were pretty in pink with puppies on beds, we were the adults in the room — and we needed to let everyone know.

SOLUTION
It’s not enough to just tell people that you’re different – you need to show them what makes you unique. One key element of that is the way you speak and why you speak. I developed a unique tone for H, based on the brand strategy: the discerning pursuit of pleasure. Our voice would share, inspire, and reward through storytelling, approachability and eloquence.