Carpenter’s Jeans (much like their close cousins, Painter’s Pants) already have a strong identity in the crowded marketplace, so I had that going for me. What I needed to do, though, was distinguish what sets these particular jeans apart. Some of that was accomplished by marketing them though Lowe’s, a retail home improvement chain. Since Lowe’s is well-known to the customers who would be most likely purchasing these jeans, having their brand name and logo on the brochure adds a lot to the description. The rest was accomplished through strong language.
By listing the wide range of items (nouns) that could be placed in the loops and pockets, customers can imagine all the uses for the pants (possibly some new ones), as well as get an image of how those things could fit. “Angle square”, “hand spade”, and “spatulas” were all specifically mentioned. That was carried through in the design, where images of pocketable/loopable objects were shown throughout. Other words describing the construction helped round out the description, such as “heavy khaki denim”, “protection”, “solid brass rivets” and “triple stitching”. These things worked well.
The verbs used are helping to describe what you’d be doing with those spatulas and screwdrivers: holding, putting, and carrying. In retrospect (and at the risk of shooting myself in the foot) I imagine I could have used some stronger verbs, such as “clinging”, “grasping”, or “gripping”, which may have added more identity to the jeans.
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