The RIZZLERS Voice
Loud, youthful, and impossible to ignore, RIZZLERS was developed as a disruptive brand targeting the newly legal crowd with a focus on portability and affordability. With early voice work leaning too heavily on forced Gen Z slang, a verbal identity evolution was needed to redirect the confidence and spirit of the original voice towards a more effortlessly cool and easygoing direction. From marketing copy to product listing descriptions, the work aimed to shift the brand to a more authentic, welcoming tone that prioritized memorability and playfulness over pandering to trendy language.
Company: Motif Labs (Organigram)
Brand: RIZZLERS
Art Direction (Copy): Hilary Lucio
Copywriting: Hilary Lucio
Strategy: Amanda Boltë, Talya Kett, Keith Moore
Keep it light. RIZZLERS is easygoing, unfussy, and effortlessly cool — never trying too hard, never taking things too seriously. The voice is light and friendly, with a playful confidence that skips the frills and keeps things moving. No deep dives, no gatekeeping — just fun flavours, good times, and shareable hits that don’t break the bank.
The biggest challenge was steering the voice away from forced Gen Z slang that felt inauthentic and stilted, while still maintaining a youthful, disruptive energy. Balancing the loud, flamboyant visuals with a verbal tone that was approachable and effortlessly cool was essential to avoid overwhelming or alienating the audience. Another key challenge was keeping affordability front and centre without making the brand feel cheap, ensuring RIZZLERS remained fun, memorable, and welcoming across all communications.
The verbal identity was crafted to balance the loud RIZZLERS visuals with a laid-back, effortlessly cool voice to avoid overwhelm. The approach emphasized light, punchy language with playful use of alliteration and personification to boost memorability at point of purchase and brand engagement. Slang was used sparingly and chosen for longevity and broad appeal to avoid sounding forced or trendy. The overall tone is casual, fun, and easygoing — matching the brand’s accessible, value-driven identity without feeling low quality or lazy.
Language Scales
Language scales offer clear, consistent guardrails for tone — making it easier for any contributor to quickly understand and apply the brand voice across touchpoints.
Emoji Scale
Measures visual flair through emojis, symbols, and icons.
Use your words
✏️🔥🌶️⭐️👽
Spice Scale
Tracks use of innuendo, profanity, and provocative language.
Saintly
Rated R
Technical Scale
Captures complexity, jargon, and technical phrasing.
Academic
Layman
Brevity Scale
Defines how short, punchy, or detailed the language is.
Less is more
More is more
Playfulness Scale
Gauges personality, humour, and playful energy.
Play it cool
Goofball energy
Formality Scale
Measures professionalism versus casual, conversational tone.
All business
All party
Product Description System
A product description system ensures scalable, consistent copy across product families — freeing writers to focus on unique SKU stories that build loyalty and excitement. Samples are drawn from a wider portfolio.
Family Descriptions: SwitcHit Dual-Flavour All-in-One Vape
Used for family assets where multiple SKUs are shown
Short Description: Pick your vibe on the go with a super potent liquid diamond blend in a dual flavour all-in-one. Switch between two stacked flavours while the powerful 290 mAh rechargeable battery keeps you buzzing.
Long Description: Pick your vibe on the go with RIZZLERS SwitcHit, killin’ it with a super potent liquid diamond blend in 1.0 g dual flavour all-in-one vapes. Swipe right on the mouthpiece to switch up the two stacked flavours while the powerful 290 mAh rechargeable battery keeps you buzzing for longer between charges.
Strain Description: Sour Slapple x Grape Galaxy
Used in conjunction with family descriptions when multiple SKUs are shown
Pucker up with a tart and juicy green apple taste bud buster or ride the intergalactic wave of nostalgic purple grape flavour
SKU Descriptions: Sour Slapple x Grape Galaxy SwitcHit
Used for SKU-specific assets and for provincial listings
SwitcHit Family + Sour Slapple x Grape Galaxy Strain Descriptions
Short Description: Pucker up for a tart green apple sativa or ride an intergalactic hybrid wave of nostalgic purple grape flavour with this dual flavour liquid diamond all-in-one. Pick your vibe.
Long Description:
Pick your vibe on the go with the RIZZLERS Sour Slapple x Grape Galaxy SwitcHit, killin’ it with a super potent liquid diamond blend in a 1.0 g all-in-one vape. Pucker up for tart and juicy green apple flavour from the Sour Slapple sativa bud buster or ride the hybrid Grape Galaxy wave of nostalgic purple grape flavour for the intergalactic trip of your life. Swipe right on the mouthpiece to switch up the two stacked flavours while the powerful 290 mAh rechargeable battery keeps you buzzing for longer between charges.