Brand Refresh
Client: Modus, a leading supplier of alternative hemp and kratom products.
Project Details and Deliverables: Website rewrite across their three domains, including Three About Us Pages, several Product Description Pages, a Landing Page, and an FAQ Page.
Modus also wanted to fine-tune the language they use across their sites. They had a Brand and Tone guide but were aware that their “silky smooth” brand personality needed to sound more credible when relaying technical and scientific information about their products, ingredients, and production methods. Their challenge was that they needed the copy to remain on brand and be easily comprehendible for their target audience.
Target Audience: 20-40’s mostly male consumers of diverse backgrounds. Casual and passionate hemp consumers attracted to street smarts and swagger.
Tone: Knowledgeable, Causal, Confident, Smooth
Modus Brand and Modus Life
For their alternative hemp website and kratom website, Modus Brand and Modus Life, the brand wanted to promote that they are a leading supplier in the industry— specifically due to their premium ingredients, innovative extraction methods, and promise to deliver quality products to their customers. They are very proud of their loyal consumer relationship and wanted to highlight that as a humble selling point.
Rock Star Moment: One of the critical details in this project is the usage of the brand name itself. Modus comes from the Latin term modus operandi, which loosely translates to “method of operation.” I quickly realized that Modus’ method of operation was to guarantee innovation and quality to their customers.
I pitched using the brand name as a verb and actionable promise to deliver quality and customer satisfaction. The founder loved the idea. This successfully paved the way for crafting a cohesive Brand Identity for all future copy across their three domains.
Why this strategy works: Turning a brand name from a noun to a verb is powerful. Take Instagram for example. Instagram is the website, but it’s also used interchangeably to mean posting something on Instagram. Strategies like this create iconic brand power that immediately separates a company from the rest of the market.
FAQ and Landing Page
To boost credibility in their Landing Page and FAQ page, I blended a more academic tone to their voice. For their Landing Page, I specifically utilized curated questions as a subhead followed by immediate answers. This helps readers process information and boost the sites SEO.
Modus Merch
Modus’ newest domain strictly sold all their merchandise and iconic streetwear apparel. The copy needed to storytell in a way that aligned with the Modus brand while establishing an independent lane for the iconic street-wear website. Clearly illustrate the vibe, aesthetic, and versatile function of the clothes.
Strategy: In this phrase, Modus is a personal aesthetic of the consumer. This helps communicate that the Modus brand of streetwear is not only iconic, but adaptable and customizable to fit the individual consumer. Additionally, the use of the word modus casually ties in with the brand’s integrity promised in the About Us page on the Modus home site. Lastly, the phrase functions as a triple entendre because ‘fit’ is a slang term for a cool outfit.
Why this piece became one of their favorites: Modus requested to use the Latin definition of their company name to advertise the clothes. Since they promote versatility in their streetwear, I created the phrase Let us fit your Modus.
Commerce Pages
Modus needed new product descriptions for the rollout of their newest Kratom products.
Strategy: I blended scientific information about Kratom's psychotropic effects into the tasty sensations one gets when consuming the product. The products were vibrantly fruity, so I painted pictures of fun and relaxing summer days so that readers would crave the feelings and taste associated with them.