Even product copy can tell a story
Pali Designs makes beautiful, high-end cribs, but their product copy wasn’t living up to their product
We came on board to help Pali match their product copy to their product. The company is based in Italy, and they have a strong Italian, family-made heritage. What began as a home furniture company has grown into a high-end juvenile furniture company.
Pali names many of their collections after locations in Italy, and we decided to use that choice and work with them to mine those names for history and luxury. Doing research for each of the locations and names they had selected, we transformed their copy to highlight heritage, craftsmanship, and luxury—qualities that are the hallmarks of their products.
Rather than focusing solely on the features of the products, we worked to create a story of family and craftsmanship rooted in their Italian heritage for each product. We did this by showcasing the larger theme of Italian craftsmanship, beauty, and style that is inherent in the geography and cultural icons throughout Italy. By connecting the cribs and dressers to the broader Italian narrative of luxury, we sought to use product copy to cultivate desire by creating a brand narrative of luxury and enduring Italian quality.