A key element in my work as a copywriter, is communication strategy. This often ends up in a clear and distilled sentence - some call it a tag line, payoff or concept. It may or may not end up under the logo. It is, however, my way of nailing the general direction of the communication and it is often a vital tool in moving forward with campaign development, creation, writing, photography and media plans. ✏︎ Some of these tag lines live for a season, other (like the one on the tin foil in each Bregott package) stays for 20 years.