Life Tickles -
e-commerce branding & product copywriting
Life Tickles is the brand and shop I launched together with my partner in the summer of 2024, after years of creating merch copy for other brands and losing track of how many times somebody said “we should put this on a t-shirt!” at some random dinner. Well, I finally did.
This passion project debuted with a collection dedicated to freelancers, creatives and other tired people — because it takes one to know one, right? So my usual dose of self deprecating humour entered the chat and met t-shirts, mugs, tote bags and other items of leisure and necessity. Luckily, I’m surrounded by heaps of super talented, creative people, so the visuals were created by my friend, illustrator & designer Arianna Cristiano, who covered everything from logo to colour palette, graphic elements and actual designs. Then I had Giovanna Crise pass her motion design wand across the funky clouds and sparkly elements to make everything move to the groove!
And since it’s a dream of mine to eventually own my own little brick-and-mortar store (I know, very à l'ancienne), starting Life Tickles felt like a first step into this retail unknown.
Branding
We needed a name that could be fun, quick and easy and that could also allow for flexibility (think multiple types of products and potential collections). And since I already had come up with the brilliant Tickles for my newsletter, I continued down that path and, with the help of my partner, came up with Life Tickles.
The first collection was fittingly dedicated to freelancers, creatives and other tired people so we had the Freelancer Life collection. The next one might be for lawyers, so we’ll have the Lawyer Life collection, Pet Lovers Life etc. – it ensures continuity and it’s a straightforward, fun way to differentiate with things that will, hopefully, tickle people’s fancy.
Also it’s a known fact that life does indeed tickle. That’s why we giggle all the time, right?
Everything else from taglines to descriptions, shipping info or refunds follows a fun, quirky and slightly unhinged tone of voice. It’s basically a sneak peek into my brain and how I normally think, talk and write and, since I was the client this time, I got to turn this into a personal playground. Or a Petri dish, depending on how you want to look at it.
Product copywriting
Being a freelancer myself meant that I knew my people, sorry my target audience pretty well. So I went for a mix of messaging that ranged from “it’s funny cause it’s true” to slightly aspirational with a side of silly to it. I also created each product copy with the product in mind, so bags always “carry” something, mugs are fillable, hoodies huggable and so on — the message is the medium, people, let us not forget.
