Problem: Personalised gift copy has a tone problem. Too warm and it tips into hollow sentiment. Too functional and it misses the point entirely. Wonderbly makes books where the child is literally the hero — down to the freckles, the curls, the colour of their eyes. The copy had to work just as hard.
Solution: Every book in the Wonderbly range carries a specific emotional intention. The parent trying to hold onto a version of their child that's already changing. The friend who wants to be the one whose gift made the room go quiet. The grandparent giving something that outlasts everything. Getting that intention into a single headline — without spelling it out, without overselling it, without tipping into sentiment — was the whole job.
The line that made someone stop scrolling wasn't the one that described the product. It was the one that already knew how they were feeling.
