Product copy guidelines.
How products are advertised to clients — the Swell catalog copy structure, per-category naming, and Shopify kit rules.
This page covers two surfaces. Swell holds single-product catalog listings; Shopify holds kits and bundles. The rules differ — the platform bands below mark where each set applies.
How a Swell listing is structured
Every product listing in the Swell catalog follows the same four-part structure. This is how products are advertised to clients — consistent, scannable, and benefit-led.
- Title — max 6–7 words. Follow the per-category naming format below.
- Overview — what the product is and its value / benefits, max 3–4 sentences.
- Materials — bullet points, sentence case.
- Features — bullet points, sentence case.
Naming formats by category
Pick branded or unbranded per listing — the brand leads when it is a recognizable consumer brand, otherwise use a short descriptor. The right-hand column is the real listing name to copy.
| Category | Naming format | Real-life example |
|---|---|---|
| Apparel | Branded[Brand] + [Item Type: Unisex / Adult / Men’s / Women’s / Children’s–Infant’s] + [Product Name] Unbranded[Item Type] + [Product Name] |
BrandedChampion Unisex Powerblend Pullover Hooded Sweatshirt UnbrandedUnisex Featherweight Tee |
| Drinkware | Branded[Brand] [Main Feature] [Product Name] | [# oz] Unbranded[1-word Descriptor] [Product Name] | [# oz] |
BrandedStanley Quencher H2.O Flowstate Tumbler | 40 oz UnbrandedCurved Tumbler | 12 oz |
| Tech | Branded[Brand] [Product Name] Powerbank[Brand] [# mAh] [Product Name] Unbranded1-word descriptor in place of the brand |
BrandedSony WH-1000XM5 Headphones PowerbankAnker 20,000 mAh Laptop Powerbank |
| Bags, Totes, Notebooks & Pens, Packaging, Travel, Sustainable | Branded[Brand] [Product Name] Unbranded1-word descriptor in place of the brand Sustainableeco descriptor + [Product Name] |
BrandedThe North Face Borealis Backpack SustainableRecycled Fabric Tote |
| Stickers | [Brand or Format/Shape] [Material/Finish] Sticker | [Measurement in inches] |
MOO Vinyl Stickers | 2" x 2" |
| Event Displays (banners, table throws) |
Drop the manufacturer brand (e.g. Showdown Displays) — not consumer-facing. Use product type + size: Format[Type] [Product Name] | [Size] |
Economy Plus Retractor Kit | 33.5" Fitted Table Throw | 8’ |
Two naming rules to keep front of mind
- Sizes / oz go after the name, separated by a “|”. For any collection with multiple sizes or oz (die-cut stickers, TYESO tumblers, etc.) the measurement follows the name — Die Cut Vinyl Stickers | 2" x 2".
- Leave a space between sections. Keep a blank line between the Overview, Materials, and Features.
Feature specs to capture, by category
| Category | Specs to capture |
|---|---|
| General (all listings) | Size, weight, capacity |
| Apparel | Fit |
| Drinkware | Oz, and insulation hours (hot / cold) |
| Tech | Watts / charging output |
| Bags | Closure type, pockets, dimensions |
| Sustainable | Certifications |
Kits & bundles (Shopify)
Kits and bundles are written in Shopify, and the rules differ from single-product Swell listings — most importantly, the reader is the employee receiving the kit, not the HR buyer.
Title
Use the kit name as the client provides it. If a year is included, it goes at the end. Format: [Client Name] [Kit Type] [Year] — e.g. Ketryx New Hire Kit or Inhabit New Hire Kit 2026.
Overview
3–4 sentences in an employee-facing tone (the recipient reads it): what the kit includes, what makes it special, and how the items work together. Avoid HR-facing phrasing like “everything your new hire needs.”
What’s Included
List each core product with a bolded item name and a one-sentence benefit. Omit packaging items — insert cards, mailer boxes, crinkle fill, tissue paper — and list only the core swag.
For kits that include apparel, also add a sizing guide so recipients can pick the right fit.
Source: PerkUp product-copy & kit guidelines (Swell catalog & Shopify kits), maintained by the marketing / catalog team.