All Danica copy should use American spelling*.

Color, Humor
Incorrect: Colour, Humour

Fiber, Center
Incorrect: Fibre, Centre

Catalog
Incorrect: Catalogue

Organize
Incorrect: Organise

Traveler, Jewelry
Incorrect: Traveller, Jewellery

*An exception to this is when we can target Canadian customers only, such as in an email going to a Canadian audience. In such cases, use Canadian spelling in copy.

Use title case for the Danica brand names, with lower-case 'by', when applicable:

Now Designs by Danica
Danica Heirloom
Danica Studio
Danica Jubilee
Ecologie by Danica

Strive to use the active voice whenever possible rather than passive voice.

Example: Swedish Sponge Towels can be used to wipe pets' paws should be replaced with use a Swedish Sponge Towel to clean your pup's muddy paws after a rainy walk. This inserts the reader into the scenario and helps them picture themselves incorporating the product into their daily routine.

On a similar note, refer to products as "ours" and "these" whenever possible, as opposed to "the".

Example: "Our Foundation tabletop collection is a kitchen classic. These bowls and plates have a timeless appeal." vs "The Foundation tabletop collection is a kitchen classic. The bowls and plates have a timeless appeal."

Dishtowel · Kitchen towel
Incorrect: Tea Towel, Dish Towel

Serveware
Incorrect: Serve Ware

Swedish Sponge Cloth
Incorrect: Swedish sponge cloth, Swedish dish cloth, Swedish dishcloth, Swedish Dishcloth

Block print
Incorrect: Block-print, Block Print (Title Case)

Rustic
Incorrect: Boho

Hyphenate adjectives that are process-based, such as hand-painted, hand-woven, block-printed, etc.

The exceptions to this are "handmade" and "handcrafted" which are written as one word

"Block print" as an adjective is two separate words, unhyphenated, in sentence case. However, "block-printed" would be hyphenated (e.g. "Block print dishtowel" vs. "These block-printed dishtowels are beautiful")

Spell out any number under ten (i.e. "sets of two" vs. "sets of 2").

Don't call out specific numbers when it comes to capacity in product copy (e.g. say a mug is "oversized" or "petite" rather than 20 oz or 8 oz, respectively)

Avoid using percentages in product copy (e.g. instead of writing that something is "100% cotton", we'd just say it's "cotton")

Try to avoid generic descriptors like "unique" that don't really explain what is unique about the item (an exception is if you are saying, for example, that the hand-made nature of the product makes it so each piece is slightly unique). Alternative phrases include:

• Distinct (e.g. Distinct pattern, distinct finish, distinct craftsmanship)
• Each item has it's own character
• Each piece stands apart
• Each piece varies, which is part of the beauty

Watch out for overuse of the term "generously sized"

Double spaces:
Do not use double spaces after a period.

Hyphens and dashes:
— / Em dash (Option + Shift + - on Mac): used to introduce (and emphasize) more detail at the end or middle of a sentence without using a colon or semicolon, or to emphasize a list already separated by commas.

• E.g. I love kittens—who doesn’t?—but that doesn’t mean I want to adopt 50 of them.
• E.g. Multiple languages are spoken in Canada—English, French, and Native languages. 

– / En dash (Option + - on Mac): Mainly used between two numbers to create a span.

• E.g. We worked in this office from 2009–2015
• E.g. You can find all of our aprons on pages 30–55
• E.g. Dates are valid between Monday–Friday

- / Hyphen: Used to connect two separate word elements to form a compound word.

• E.g. well-known artist
• E.g. editor-in-chief
• E.g. forty-eight

Comma Use:
Use Oxford commas. Do not use a comma befire conjunctions in compound constructions that are not compound sentences. Example:

• Correct: "This conclusion applies to the United States and to the rest of the world."
• Incorrect: "This conclusion applies to the United States, and to the rest of the world."