Creating the perfect strapline

Position a major fashion brand

The client


The challenge

This job was a few years ago now, but the principles of creating a great strapline haven’t changed. The brand agency had carved out a positioning territory for Boden centred around a ‘lust for life’. We needed to conjure up a strapline which evoked this. 

The solution

We created a strapline that was memorable and distinctly Boden’s. It captured the essence of the company and what they stood for. Life-affirming and fun, it spoke loud and clear to Boden’s comfortable target audience. 

The script

'Good times, great clothes.'  


The results

The best measure of a strapline’s success is longevity. This one was used for eight years, while its replacement barely lasted five months.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Agency: Design House

Client: Boden

Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

© 2020 by Barnaby Benson Ltd

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