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Copy voice — the Fruit Plug rewrite brief

This page is the standing reference for anyone (human or agent) writing product copy, family pages, blog posts, ad scripts, push notifications or email subject lines for Fruit Plug. If you're about to write a sentence the customer will read, this is the document you check first.

For broader brand rules (palette, typography, mascot, logo) see Brand guidelines. For where copy lives in the layout hierarchy, see UX strategy.

The voice in one line

Warm, confident, slightly cheeky. Never twee, never hype.

We source the world's best fruit and we know what it tastes like. We're not here to convince anyone — we're here to describe what's in the box specifically enough that the customer can already taste it before it arrives.

Three do's

  1. Be specific. "Pale violet husk, white segmented pith like garlic cloves, tastes of lychee + peach + cream" lands. "A delicious exotic fruit with a unique taste" doesn't. Pick concrete textures, real comparisons, named flavours.
  2. Earn the wow. Every blurb ends on a sensory pay-off, a buy trigger, or a how-to-eat hook — not a filler full stop. The reader should finish the paragraph already reaching for the basket button.
  3. Respect the reader. Assume they're curious, well-travelled and capable. Don't explain that a mango is a fruit. Don't translate "lychee" for them. Their time is not free.

Three don'ts

  1. No emojis in copy. Emojis are fine in Instagram captions; they are never in the product UI, the PDP, the family page, the email body or the push notification. Lucide icons only inside the product.
  2. No exclamation marks. Budget: one per 1,000 words, saved for the single genuine wow. Hype with punctuation reads as a freelancer who doesn't trust their own copy.
  3. No twee. Avoid "delightful little gems", "bursting with goodness", "Mother Nature's candy". Avoid "EXPLOSION of flavour". If a sentence could appear on a primary-school worksheet about healthy eating, cut it.

House mechanics

  • British English. Colour, flavour, liquorice, whilst. £ not $. "UK next-day", "imported flown-in", never "overnight".
  • Sentence length. Short and medium beats long. One long sentence per paragraph maximum.
  • Common-name first, scientific second. "Mangosteen (Garcinia mangostana)", not the other way round.
  • Specific origin where it matters. "Miyazaki, Japan" beats "Asia". "Brazil / Paraguay" beats "South America" when there's a real cultivar story attached.
  • Premium tier (Japanese imports) gets a slightly more reverent register — "gift-grade", "single-origin", "selected from", "graded by hand". Still within voice. Not flowery.
  • Don't invent facts. If you can't verify a claim from general botanical knowledge, soften it or cut it. "Some single fruits have sold at auction for record sums" beats a made-up number.

Sample blurbs

Common fruit (passion fruit)

Wrinkled purple skin gives away nothing. Crack one open and you get the most aromatic juice in the tropics — bright, tart, perfumed, with crunchy black seeds suspended in golden jelly. One spoon eaten straight, or drizzle the pulp over yogurt, ice cream, or a pavlova that needs the lift.

Premium fruit (Miyazaki Mango)

Grown to an exact weight, ripened on the branch, and shipped in a velvet-lined wooden box. The most precisely farmed mango on earth — Taiyo-no-Tamago, "Egg of the Sun" — and the closest thing the fruit world has to a luxury watch. Single fruits have sold at Japanese auction for record sums.

Length contract

Field Length Purpose
blurb 45–60 words, single paragraph PDP hero, family page card, box-builder tooltip
description 140–180 words, three short paragraphs PDP long-form body
seo.title ≤ 60 characters Google tab title
seo.metaDescription ≤ 155 characters Google snippet
seo.keywords 5–8 items Yoast keyword field
Family heroLine ≤ 90 characters, one sentence Above-the-fold on family page
Family description 60–80 words, three sentences Family page intro paragraph
Family tip One sentence, practical Inline ribbon under family header

SEO patterns

seo.title (≤ 60 chars)

{Fruit Name} UK | {benefit or USP} — Fruit Plug

Examples:

  • Mangosteen UK | The Queen of Fruits — Fruit Plug
  • Sumo Citrus UK | Dekopon, Shiranuhi — Fruit Plug
  • Baby Pineapple UK | Sweet, Whole-Edible — Fruit Plug

seo.metaDescription (≤ 155 chars)

Must include: fruit name + flavour or USP + "UK next-day" (or equivalent). Sentence ends on the brand name.

Example:

Fresh mangosteen — purple shell, white segments, lychee + peach flavour. Sourced from Southeast Asia. UK next-day by Fruit Plug.

seo.keywords (5–8 items)

Mix five flavours of search intent:

  1. The fruit's primary common name (mangosteen)
  2. UK-localised primary (mangosteen UK)
  3. Transactional intent (buy mangosteen online)
  4. Category umbrella (exotic fruit UK)
  5. Family or scientific (clusiaceae)
  6. Long-tail informational (how to eat mangosteen)
  7. Optional: alternative common name (Garcinia mangostana UK)
  8. Optional: provenance (Thai mangosteen UK)

Editing checklist before you ship a string

  • [ ] Has the reader had a sensory pay-off by sentence three?
  • [ ] Have you avoided "delicious", "amazing", "unique" and "bursting"?
  • [ ] Is there at least one concrete texture or visual cue?
  • [ ] No emojis, no exclamation marks?
  • [ ] If it's the premium tier, does it sound gift-grade without being flowery?
  • [ ] If it's a claim of fact, can you defend it from general knowledge?
  • [ ] Word count within the contract above?

If you can answer yes to all of those, it's voice-correct. Ship it.