Fur

Role: Copywriter
Type: Voice & Tone Guide
Client: Fur

Fur is a body care brand that produces beautiful products for every part of the body—for every body. The brand is most well-known for their signature Fur Oil, specifically designed for the pubic area, to soften hair and prevent ingrowns. Fur’s lineup has expanded to include additional products that are crafted with the cleanest facial-grade, vegan, cruelty-free, non-toxic ingredients that are dermatologically and gynecologically tested.

Fur created a whole category of hair and body care products that push back against the norm and inspire self-confidence. While their existing tone of voice is approachable and unique to the industry, they needed clear voice and tone guidelines to usher their brand into the future. My role was to develop these guidelines, bringing a deliberate point of view as a copywriter and content strategist.

Working closely with their creative team and founders, Laura Schubert and Lillian Tung, I led a brand immersion and audit into their brand voice to uncover opportunities to communicate their story more clearly and consistently across every touchpoint.

Fur had several aspirations for the project, including to refocus pubic hair care as their calling card, bridge the communication gap between their B2C and B2B markets, emphasize expert-approve products, and bolster their mission to educate and inspire consumers.

The ideal outline for the guide was to cover the brand position, philosophy, pillars, personality, audience profiles, and voice principles, including fresh, innovative tonal filters. Through the course of several weeks, I analyzed and defined these chapters, writing and pulling forward examples that would be easily applicable for stakeholders at any level.

This process was highly collaborative. Each chapter of the 61-page guideline was pressure tested by Fur’s copy team, who provided direct and valuable feedback. The result is a comprehensive guide that covers all of Fur’s initial project goals and can be shared internally as well as with professional and influencer partners.

All photography in case study belongs to Fur.

Abby Morgan

Writer