About the Brief
Client: Silky Gems, a handmade vegan candy brand inspired by Mứt Rau Câu, traditional Vietnamese crystal sweets.
Challenge: Write headlines to promote Silky Gems without sounding overly salesy. The copy needed to be playful, scroll-stopping, and emotionally charged.
Copy Choices:
- Used visual language to blur the line between edible candy and collectible art, mirroring the brand’s jewel-like look
- Balanced curuisity and revelation: headlines often start like they’re describing crystals or objects of desire, then twist to reveal it’s actually candy
- Tapped into internet-native vocabulary to align with Silky Gem’s online aesthetic and Gen Z tone
- Avoided sensory food clichés and instead focused on beauty and temptation
- Varied rythm and tone across lines to keep the set dynamic: some are declarative while others are more cheeky or conceptual
- Each headline was designed to stop the scroll – short, punchy, and matched to the candy’s look-before-you-bite appeal
Headlines
#1. For the crystal girlies, human magpies, and sweeth-tooth havers.
#2. Gems for your mouth, not your bookshelf.
#3. Shiny object syndrome called. Silky gems answered.
#4. Your snack drawer just got a glow-up.
#5. Too pretty to eat. Too tasty not to.
#6. The prettiest thing you’ll ever bite.
#7. Crystal candy for cosmic cravings.
Maddie Talbert | Content Writer 