Pet care that feels like self care

This is the ecommerce web copy I write for Lesure's Shopify site, the product launch pages that go live every time a new item launches, plus seasonal campaigns throughout the year. My strategy: write about pet care for pet people.

Lesure holiday campaign hero, model and pets styled among pink bow-print pet beds under a Christmas tree

Client: Lesure PetCopywriting: Sade Page

Goal

the brief

Developing A Brand Voice

Lesure's product shoots are bright, maximalist, and a little glamorous. Writing for that meant building the voice around three rules: never say luxury, let the copy earn it. Say less, because restraint reads more confident than a spec sheet ever could. And speak to pet parents like their pets are people, because to them, they are.

Woman and her dogs wearing spa robes and cucumber eye masks, lounging together on the 3-in-1 Human Dog Bed

Strategy

the approach

A Voice That Sits, Stays

Witty yet authentic, never careless with the details. That's the tone I developed for this brand, shaping copy for major product launches and seasonal campaigns alike. It's since become the throughline: the same voice, whether it's a summer launch or a holiday push.

Woman playing with a dog resting on the orthopedic High Back Pet Sofa

Result

the outcome

A Voice Distinct From Its Sister Brand

I built a voice for a single launch that's since defined the brand. It's what separates this brand from its sister company, despite nearly identical product lines. Every product page and seasonal campaign since has drawn from that same voice.

Woman laughing while holding her dog in sunglasses on the High Back Pet Sofa

Cute · Cozy · ChicLesure PetPet Products As Unique As You

the work

Dog bed & sofa launches

Product pages for two launches, plus the seasonal campaign work that runs alongside them on the same site.

Meet The High Back Sofa Collection campaign hero, model walking a whippet past a color-blocked lineup of sofa beds — High Back Pet Sofa — launch hero

Fits Every Breed panel for the High Back Pet Sofa, a whippet resting on the sofa bed — High Back Pet Sofa — "Fits Every Breed"

Designed to Live Beautifully panel for the High Back Pet Sofa, woman holding up a sofa bed cushion — High Back Pet Sofa — "Designed to Live Beautifully"

Lounge Better, Together campaign hero for the 3-in-1 Human Dog Bed, three lifestyle shots of people lounging with their dogs — 3-in-1 Human Dog Bed — launch hero, "Lounge Better, Together"

Double the Comfort panel for the 3-in-1 Human Dog Bed, man reading with his dog on the bed — 3-in-1 Human Dog Bed — "Double the Comfort"