Bramwell Brown wall clocks are big, hefty, chunky things, with mechanical animations that predict the weather or depict the rise and fall of your local tides.
All clocks are made by hand in their Hampshire workshop. They call them “heirloom clocks”, designed to be passed down through the family, rather than chucked out after a few years.
These things are gorgeous. But their product descriptions felt flat and predictable. There was no real story to any of them, and they didn’t feel believable. Founder Rob said: “We want you to take our boring product descriptions and make them sing.”
The Weather Clock
This was the existing description of their flagship product.
“Invest” felt cold and transactional. “Totally unique” was clichéd. “Oodles of attention” felt off. Listing the rooms wasn’t needed. And the “frame colours” killed any hope of a sweet, memorable ending that would make people think “I NEED THIS CLOCK IN MY LIFE”.
So I got cracking.
Four drafts later, here’s the finished article. Full of nostalgia, higher perceived value, character and proper British charm.
I followed this up with some lively and interesting features in the same tone.
The Tide Clock
I wrote the copy for another product too, The Tide Clock:
Original description:
Our patented Tide Clock is a brilliant addition to any coastal home. With a tiny mechanical harbour scene within the clock face, the waves and little boats move up and down in time with the average lunar tides. This allows you to schedule your day for walks, swims or trips on the water.
Rewritten with much more character:
Breezy beach walks, wild swims and lazy days on the open water. Every day’s an adventure when you live by the sea, and the Tide Clock tells you when it’s time to stretch your legs or pull on your wetsuit. Bobbing boats in the quaint harbour rise and fall in tune with local tides, so you can plan more of the good life while giving your coastal home the handmade finishing touch it deserves.
All in all, the loveliest little project in the world.