Brand Voice & Launch Copy

Luvia

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My Role Senior Copywriter at
Client

I positioned Luvia as a premium, heirloom-quality object you keep for generations — a glass water pitcher framed as an investment rather than an appliance. The lead-gen page I wrote converted at 23%, seeding the product’s Kickstarter launch.

Deliverables
Brand Voice Landing Page Kickstarter Page Facebook & Instagram Ads

Key Results

Anchored by my copywriting and content design

$71,753 In pre-orders
702 Backers
23% Landing-page conversion
Luvia
The Luvia pitcher on a dark concrete kitchen counter in warm raking light — glass body, bamboo lid, a filled glass beside it, with spice jars, a knife block and a bowl of fruit along the counter behind.
Before the campaign

Preparing for Kickstarter

Kickstarter's early adopters come looking for breakthrough technology. Luvia was a glass water pitcher — on the surface, the opposite. The pre-launch page had to make a quiet object feel worth waiting for.

  • The productLuvia — a water filtration pitcher built in glass and bamboo rather than plastic
  • The engagementA smaller budget than most: the lead-gen page, the social ads, then the Kickstarter page
The register

Writing a pitcher like an heirloom

A water filter is an appliance — bought, forgotten, replaced on a schedule. Luvia had to read as something you keep. So this page leaned harder on feeling than anything else I wrote that year, and stayed plain about the mechanics underneath.

The writing

Where the sentences got to stretch

Most campaign copy rewards compression — a short line, one claim, a next step. Here the sentences could stretch: a glass pitcher on a kitchen counter is sold by how it feels to pour from, so I wrote for rhythm and for the senses. It is the closest I have come to writing poetry for a client, and the assignment I remember most fondly.

The result

Watch where 100 cold visitors land

100 visitors in 23 signed up
Visitors Cold traffic, no launch date announced yet
luviawater.com
The launch list 23 of every 100, signed up for the launch-day deal

Those 23 in every 100 are the audience the Kickstarter page opened to.

Luvia — Hydration Elevated

by Luvia

Campaign video still: the all-glass Luvia pitcher and a filled glass on a blue backdrop — LUVIA, The First All Glass Water Filtration Pitcher — with a play button. Badges row: Project We Love, Seattle WA, Product Design. Campaign page tabs: Campaign (selected), Rewards, Creator, and FAQ (25).

$71,753

pledged of $20,000 goal

702

backers

Story: Smart Hydration Starts Here. We created Luvia because we believe in a future where consciousness is valued over convenience. Luvia is more than just a water filtration pitcher — it's a celebration of the natural world. With its timeless, heirloom-quality design, Luvia is built to last for generations.
As featured on Gordon Ramsay's Food Stars, plus press coverage from Yahoo and others.
Thoughtfully Designed For You & The Planet — Clean Design, Clean Water, Clean Earth.
Revolutionary Carbon Foam Filter — a sponge of catalytic carbon and silver nitrate, an innovative advancement over granule-based systems, requiring no additional housing.
NSF/ANSI 42, 53, 401, and 473 claims with a four-row standards table and a third-party data sheet.
Filter specifications and beautifully simple setup.
3mm borosilicate glass body and eco-friendly bamboo lid.
Yanko Design pull quote with Businesswire and GadgetFlow logos.
100% Plastic Free — unlike Brita, LARQ, Soma, PUR, Big Berkey, and LifeStraw. Reduce Plastic Waste — one filter replaces the equivalent of more than 900 plastic water bottles. Built to Sustain Life — plastic free, heirloom quality, shatter-resistant glass, one-piece design.
Pure Water. Every Day. Water is the basis of life. Let Luvia greet you every morning with a rejuvenating glass of fresh water — without the slightest hint of plastic.
Enjoy it For A Lifetime. Designed to Impress. Elevate Your Space.
A Decision To Be Proud Of — early testers share why they love Luvia.
Rewards Breakdown — pledge tiers and early-bird perks for backers.
A Simple Idea, Expertly Executed — the story of how Luvia was designed and made.
Process image grid, and step one: activate the filter.
Technical specifications diagram, and a we-are-on-track-to-deliver timeline.
Meet the Luvia Team — the people behind the glass, including founder Jacob Shumaker.
Shipping details and Help Us Be Strong — share the campaign.
Risks and challenges — a candid account of what could go wrong and how the team will handle it.
Environmental commitments — long-lasting design, reusability and recyclability, sustainable materials.
Page close: the FAQ pointer and the campaign's Apr 25 to May 30 2023 funding period.

Kickstarter Campaign Page

What I wrote and why.

View the live campaign on Kickstarter ↗
The manifesto

Kickstarter backers fund what they believe in, so I opened the page on a worldview instead of a product.

The Food Stars feature

Before launch a campaign has no backers to point to, so I put the Gordon Ramsay Food Stars feature near the top, where skepticism is highest.One recognizable name says somebody vetted this first.

The filter pitch

I gave the least photogenic component the strongest claim on the page. Framed as an advance over granule-based filters, the catalytic carbon foam becomes the reason to switch pitchers.

The sustainability run

I conceptualized the visuals for this run so the images argue alongside the copy: plastic-free, 900 bottles saved.The competitor wall makes plastic the enemy instead of price.

The carried-over line

I carried the lead-gen page’s most sensory line over word-for-word. Backers joined the list for that promise, and finding it again confirms this is the product they signed up for.

Confidence in the headline

Crowdfunding audiences fear vaporware, so the headline claims competence outright and the section backs it with process — the makers, the materials, the steps.

The makers

Backers fund people. Real faces and a glass-artist founder turn the brand into a team worth rooting for, so buying a pitcher starts to feel like backing a maker.

Honesty as a closing argument

Most campaigns treat Kickstarter’s required risks section as a liability. I wrote it as one more trust-builder: what could go wrong and how we’d handle it, stated plainly next to the pledge button.

The materials case

The commitments close the page as policy rather than marketing. I wrote the sustainable-materials passage — glass over plastic — from first principles: what decomposes, what leaches, what lasts.

Social Media Content - Copywriting