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✨ Maitri sprinkled strategy dust on this page…
strategy first, content second
✨ Maitri sprinkled strategy dust on this page…
strategy first, content second
Case note 05 / 13 · Consumer products
One rhythm across a portfolio that looked like five brands.
Brand voice · Content systems
01 — Overview
A wide product range communicated category by category, each with its own tone and layout logic. Scrolling the feed felt like scrolling five different companies, which meant no single product launch built anything for the next one.
A broad product range, communicated inconsistently. We built messaging architecture, category organisation and repeatable verbal and visual formats so every product reads as part of one brand — and the team can keep producing without re-deciding the rules each month.
"Consistency is a system, not a mood."
The scope
02 — Highlights
01
One brand-level promise at the top, category messages beneath it, product claims at the bottom — so every post inherits from something.
02
A documented voice with do/don't examples, so consistency doesn't depend on who is writing that week.
03
A small set of repeatable formats covers most of the month, which removes the monthly re-deciding that causes drift.
04
Categories were given planning slots and their own angle so the range feels structured rather than scattered.
What it does now
A recognisable communication system: the range is easier to understand, easier to present, and the internal team can keep producing on it without a strategist in the room.
Capabilities used
03 — Gallery
Brand mark
01 — Format
Category templates
02 — Format
Benefit posts
03 — Format
Launch sets
04 — Format
Voice guide
05 — Format
Calendar
04 — Links
Consumer goods
Everyday consumer range competing on shelf, not on story — until it had one.
