first, a little context
The project
I worked on brand voice and website content for Repeat Gud, a plant-based lifestyle brand. The writing needed to be warm, accessible, and easy to understand. I wanted it to welcome people who were curious as well as people already on board.
Who I was writing for
People interested in plant-based living, from existing advocates to those exploring it for the first time.
where the words had to work
The writing challenge
The challenge was to make a clear case for plant-based choices without sounding like a sermon. The voice needed to work for readers with different levels of interest and familiarity.
the thinking behind the sentences
How I approached it
I shaped the voice around warmth and accessibility. My focus was on making the information inviting enough for a curious reader, without assuming they already shared every part of the brand's outlook.
That approach carried into the web content. I kept the explanations useful and the tone open, so the plant-based story could inform people without telling them who they had to be.
what I worked on
The scope
- Brand voice
- Website content
- Accessible plant-based lifestyle messaging
Project tags
