The Whole Truth: A Quick Review on the Branding and Copy

[Design In-Sanity]

Banner image with the logo of The Whole Truth.

The point is to cultivate the practice of observing, and to share things so that we can all learn from every individual’s experiences.

So, last week when everyone was sharing their findings, I did something new. It started with trying to jot down the keywords from everyone’s experiences. And turned out that the base note of everyone’s findings is directly related to what we do: design the user experience.

  • Communication is the key
  • Be different to get noticed
  • Try something new, and observe the improvement
  • Increasing knowledge by spreading it
  • See things with different perspective
  • Being aligned with things in both life and on the artboard
Images showing an obese Shasank and a present-day fit Shasank.

#1: Revealing it All

The Whole Truth believes in the motto #NothingToHide. And indeed, they lay out all the ingredients on the frontside of the package, unlike other brands that stick a drool-worthy image on the front-side and then list down the ingredients on the backside of the package, and in fonts that are below 14 px, topped with star marks leaving a trail from the front of the pack to the back.

Image showing the frontside of the packaging of TWT products.

Another highly interesting thing is that you will not find a single star mark on any of their packets!!

Now that is something epic!

#2. Casual Confident Conversation

The copy used in any product — whether it is physical or digital — has a strong impact on the minds of its customers.

To emphasise that good, and if possible, out-of-the-box branding is necessary for the few customers who love it; these are ones who will become advocates of your brand (the 6th stage of the sales funnel…rings a bell?)

The Whole Truth understands this basic psychology and hence has strived to make themselves stand out with an utterly friendly, casual and bold approach to their brand copy. One look at their website or packaging, and you’ll be immediately thirsty for reading more.

Screenshot of the first fold of The Whole Truth website, showing their USP in their message.
  1. Minimal message as the centrepiece of a given area means that one will inadvertently focus their view on that mysterious yet important piece of text.
  2. Neatly laying the products out around the message is a great way of introducing first-timers to their product, while emphasising the wide variety that they produce. Plus, the neat arrangement gives a sense of clarity, to-the-point vibe and the courage to trust the brand.
  3. Although everything in the first fold is symmetrical and in line like people in a parade, the font used for the message and the style used for the CTA keeps the design away from being a tight-a*s formal thing.
Screenshot showing a piece of text describing their dark chocolate-based product.
Screenshot showing the their claim of not using any artificial ingredients.
Screenshot of their pop-up with quirky text, good readability, good contrast, clear CTA and clear exit option.
Screenshot showing a tagline used for the coffee flavour: “for serious java-heads”.
Screenshot focusing on the copy and offers on the footer of the website.
Screenshot showing the contents of a package.
Screenshot showing the disclaimer about the state of the bars according to temperature and time.
Screenshot showing the transparency of the ingredients of a bar.

#3: Portion-controlled Bites

Though one might say that this is not a part of branding, I’d digress and say, “Yes, it very much is!”

Tesseract-shaped soaps at a shop along with its marketing note featuring Loki. It reads, “Lure Loki to your bath. Buy Tesseract Soap.”
Portion-sized bars of TWT.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store