Fashion copywriter for australian intimates brand
Copywriting that highlights comfort without complexity
Bimby & Roy
Bimby + Roy, an Australian intimates brand, sought a fresh perspective to match their minimalist ethos as they embarked on a website overhaul. Their goal was crystal clear: they needed copy that mirrored their straightforward, no-frills approach while showcasing their commitment to sustainability and versatility.
They were referred to me by their website designer, and immediately recognised my ability to distill complex concepts into simple, impactful messaging—a perfect fit for their brand's vision.
Bimby + Roy's unique proposition lies in their signature range, which is swim friendly –
An honouring of versatility, sustainability, and effortless, feminine comfort. With a strong mix-and-match philosophy, Bimby + Roy embodies comfort and style, making them the ideal choice for sleep, swim, and play.
We started with brand voice and web copy, and later completed a VIP Day to work through 10 promotional emails.
Fashion Apparel
INDUSTRY -
Byron Bay, Australia
LOCATION -
SERVICES -
Website Copywriting, Email Copywriting, Brand Story
WORDS OF LOVE…
“You absolutely nailed this, Kaitlin!!! Wowsa.”
-MINDY HALABE, BIMBY AND ROYThe Strategy
Understanding Bimby + Roy's dedication to simplicity and sustainability, I crafted a strategy centred on clarity and authenticity. Their brand voice demanded directness without sacrificing depth. By highlighting their ethical manufacturing processes and eco-friendly materials, we emphasized their commitment to environmental responsibility, using the phrases:
Sustainable Style. Ethical Manufacturing.
The protection of our planet—and our people—forms the foundation of all we do.
To ensure alignment with their minimalist aesthetic, I used straightforward language and removed all additional commentary.
For example, in the product descriptions, we put a strikethrough phrases like ‘an ode to slow, Sunday mornings.’ and instead opted for direct descriptions, like ‘The Bimby + Roy robe is made of lightweight linen, with a relaxed fit and large pockets.’
We identified key phrases that really reflected the brand’s values and unique selling propositions. For example: “Bimby + Roy is a gentle rebellion to the classic intimates industry.”
The result? Copy that authentically represents Bimby + Roy's ethos, connecting with consumers on a deeper level while driving home the brand's commitment to sustainable, versatile intimates.
View The copy
Home
About
The Outcome… in their words
“It was a pleasure working with Kaitlin. She had a committed approach to ensure she fully grasped the brief, communicated well and perfectly brought our vision to life in a friendly and hassle-free manner. Aligning copy with our branding has allowed a holistic approach in the story telling of Bimby + Roy - and we have Kaitlin to thank for that.”
