harry & david
Excerpts from the Brand Style Guide.
Hit the links below for seasonal campaigns.
You call everyone dude. And use words like “like” when it really means “um.” That says something about you. Brands are no different. The way they talk to their consumers says something about them, too.
We’re from Oregon. Let’s sound like our friendly, easygoing selves. We can chat casually, as long as we watch our manner and are charming. Like any good host, let’s be interesting and entertaining.
Use everyday language people can relate to. Don’t use seven-letter words to impress anyone or get bogged down with adjectives.
Is this really the best thing you’ve ever eaten? If you talk in absolutes, you risk over promising and being a disappointment. Exaggeration sounds like bragging. And no one likes a bragger.
We’re knowledge about what we do, and we like to share it with others. Our consumers are smart, too. We can use fancy cooking terms if it’s appropriate. We all watch Top Chef.
We’re not saving the world, we’re sending gifts. Let’s be playful in our tone and engage our audience.
CORE PRODUCT CATEGORIES
When we speak to our friends, coworkers and auto mechanic, we sound natural. But it’s not always easy to do that when we’re writing our words instead of speaking them.
A good test to know if you’re on target is to read your sentence out loud. If it sounds like something you might say, then you’re good to go. If it sounds stiff, you might want to take another crack at it.
Here are some ways we talk about our key product categories:
REALLY GOOD FRUIT
The red blush lets you know at first glance, these are no ordinary pears. Cut one open and watch the juice run all over the cutting board. Same goes for all our fruit. Sweet, juicy and delicious. We just grow it that way.
WOW, THAT’S FULL
We pack our gift baskets by hand here, so we know how much will fit. Then we stuff in a little more, because we’re really good packers. Kinda like your dad loading the family SUV before a trip to the beach. Without the swearing.
Gift Towers & Boxes
THIS IS ONE SWEET BOX
Or two. Or three. Depends on which gift you send. Some even come with bows we tied by hand. We don’t like fake machine bows because you can’t untie them. And where’s the fun in that?
Chocolate & Bakery Gifts
These treats are so good they’ll make you want to lick your fingers, even in front of company. Everything is made from a secret recipe. So secret we cover up the windows in the candy kitchen so no one can see. We stand outside anyways, just for the smell of it.
THREE CHEERS FOR BIRTHDAYS
Grandma is turning eighty, no one know how old Aunt Sally is and little Joey just hit the terrible twos. No matter what the age, a gift of delicious gourmet treats will make everyone’s big day bigger.