Bobber is a Russian company breaking into the American market.

Role: Content Designer


Challenge: How do you make someone feel like this is not just another mug but their mug, the one that earns a spot on their desk day after day?

Process:
I immersed myself in the user’s world: morning routines, commutes, coffee breaks, and Zoom calls. The goal was to craft a narrative that placed the mug naturally into daily life rather than leading with specs.

Story-First Approach: Instead of starting with features, I developed editorial micro-stories showing real users discovering the mug as their “office companion.”

Seamless Feature Integration: Product benefits, such as durability and style, were woven into the narrative, making the mug a new, irresistible office asset rather than just functional.

Tone and Voice: Bold, direct, and benefit-driven. Every sentence had purpose and contributed to the story.

Result: The Bobber Mug launched with a narrative that resonated with users, positioning it as a must-have desk companion. The launch achieved a 3% conversion rate and established Bobber’s presence in a new market.

about the project