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Copywriting by Mark Shaw

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Case Study: Broad Stripe Butchers

Lorna Milligan is a senior graphic designer at Jupiter Design in the UK. Her work involves briefing and managing in-house copywriters, designers, photographers, and production artists, and she recently led the creation and launch of a customer-facing e-commerce site for Fairfax Meadow, the biggest supplier of meat to Michelin-starred restaurants in the UK. Here she explains how the copy and tone of voice are among the most important aspects of the site.

The Objective:

replicating the premium butcher experience online

We were taking a purely trade service, Fairfax Meadow, and offering their premium meat directly ...

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