My work is not just pictures. A background in graphic design and journalism has provided a solid basis in both editorial and marketing copywriting. The right words make the difference in selling a product or service, telling a story and convincing a consumer to give you a chance.
I've written for websites, interviewing people to create profiles of businesses and personalities. I've produced and edited feature articles for a website newsletter in South Florida and a monthly publication for a business networking association.
Below are a few samples of my words in action.
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Punchline Drink Mixers
At josebatalla we were approached by the makers of new drink mixers that can be used to create a number of different cocktails, depending on the alcohol used with any of the mixes.
Our concept for the logo and packaging: stand out from the competition with
novel package shape and a clean and a fresh look that pushes the
freshness of the ingredients as well as the fun nature of the brand.
The client had a list of cocktail flavors. It was our job to give these mixers a personality that would appeal to the target demographic. Below are the labels with copy, including drink instructions made as simple as possible to understand and mix.
Trivia note: turns out the Margarita was actually named after a real woman named Margarita. Go figure.
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Copy blocks from Punchline labels:
Hop, Skip & Go Naked is the lengthy sobriquet of this easy to enjoy
cocktail mixer. Inspired by those halcyon days in the college dorm,
when industrious students took a break from Plato, Algebra, Calculus
and other Greek activities to whip up a batch of refreshing sunshine in
a glass. The drink that made women strong and men good looking has
graduated to the big time. No longer do you need to risk embarrassing
alcoholic rings around the bathtub. Open the bottle and pour over ice
with your favorite youthful spirits.
Lovely Rita,
a spicy number from South of the Border, was the inspiration for this
eponymous taste sensation. Rita’s many fine qualities include a natural
affinity to diversity; she’s not exclusive to the expected Tequila. She
gets along with all sorts of spirits. Rita runs room temperature or
cold, and is delightful on ice or just by herself. Clack those
castanets and stomp those heels! Better yet, crush some ice and grab a
lime. Spring Break (not shown) is not just an occasion; it’s a state
of mind and drink. This breezy wave of light, refreshing fruit flavors
herald the break of spring from the ice clogged grayness of winter.
Figuratively speaking, of course. You can enjoy this drink, with peach,
mango and other natural flavors, any time of the year.
Mojito Punch
(pronounced “Mo-hee-toe”, so don’t embarrass yourself in public) is the
flavorful alternative to those who don’t wish to alienate their
favorite bartenders who may not have fresh mint leaves, lime juice and
quality rum on hand. Put those imported, pretentious beers aside and
grab the cocktail that has delighted Latin Lovers like Valentino, Zorro
and other guys with ‘o’ in their names.
The mixer that puts the Coco
into Cocktails; a delightful combo of passion fruit, coconut and other
fresh fruit flavors. If it were any more tropical, it would be dancing
beneath a towering fruity headdress in platform heels. Enjoy the
flavors of the Caribbean without the hassles of airline tickets. Coco
Punch knocks out the perennial Pina Colata with a lotta flavor and
versatility. Splashed over ice with your favorite spirits, or straight
up with rum,
it’s a breath of fresh tropical breezes without the annoying volcano
gods. Carved coconut monkey-bowls optional. Rabbits,
being both close to the ground and to nature, know that fresh
ingredients make the best cocktail. This refreshing, flavorful mixer
includes carrot, ginger and orange in a combo unlike anything Peter
Cottontail ever envisioned. Tell Mary to take a powder; this is one
sure fire way to start your day, or wind down an afternoon, with your
favorite spirits. Celery garnish optional.
Gock Underwear
Another client at josebatalla: Gock Underwear. Designed to give men a fit that shows off... well, consider it the male equivalent of a Wonderbra.
I had the challenge of writing copy for the advertising that got across the idea in a magazine-safe, non-offensive manner. In the process we coined a few product phrases to communicate the product benefit. So to speak.
The headline: Enhance what nature gave you.
Not shown, the instructions on how to put the underwear on to get the full effect, with illustrations.
Gock Underwear copy block:
The biggest innovation in underwear since the first caveman pulled on a piair of fur shorts. Introducing Gock. The briefs designed for comfort with the added benefit - and confidence - of Gock StrapSupportTM.
It brings your masculine qualities up front for an enhanced profile. Gock looks amazing under shorts, pants and jeans.
No padding. Just what nature gave you, shown to it's best advantage.
