Bobber is a Russian company breaking into the American market.
Role: Product Copywriter
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 like durability and style were woven into the narrative, making the mug indispensable 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
“Clean, bold, and impossible to ignore. Ryen gave us exactly what we needed
to stand out
- Olga, Bobber
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