We created a distinctive overarching tone of voice for various communication channels and occasions, which can be adapted to different target audiences as well as the company’s three main business areas: fashion, living and multimedia.

The new language reveals the cultural transformation of the company: from a catalogue-based business in the 1980s to a popular online shop for everything people need in their everyday lives. The e-commerce provider projects this transition through its brand language, adapting its voice in line with the developments taking place in both technology and society. 

Àxel Sanjosé, Director of Copywriting at KMS TEAM: »Language is a reflection of a brand’s mindset. This is why the language a company uses needs to emerge from the brand’s self-image. This is how we achieve a clear, unmistakable voice. Working on this process with such a familiar, highly relevant company like OTTO was a very special experience.«

OTTO generates over 90 percent of its total sales online. With a product range consisting of 2.2 million items and 6,000 brands from fashion, living and multimedia sectors, OTTO is one of Europe’s most successful e-commerce companies. 

Involved areas of expertise

Services

  • Corporate language
  • Corporate wording
  • Copy workshop

Client

OTTO

Industry

Retail

Project

Brand Language

Year

2018

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