Burberry: Instagram captions

Crafting a social tone‑of‑voice that feels unmistakably Burberry – confident, composed and quietly witty.

As an in-house copywriter, I developed caption copy for the brand’s global Instagram audience of over 20 million followers. Working with visual assets and strategic direction, the challenge was to make every line feel purposeful – never verbose, always resonant – ensuring the captions supported both the brand’s image and scroll‑friendly engagement. The result? A voice that speaks with consideration and wit, elevating each post without ever competing with the imagery.