Food brands

I've helped numerous food brands find their voice and tell their story across packaging, web, digital media, retail spaces, signage and collateral. Whether it's naming a new product or shaping messaging for an event, I focus on making every touchpoint count.

KASHI

Developed voice for packaging; wrote romance copy for front and back panels for numerous SKUs following rebranding and packaging redesign.

PROPER

Interviewed owners and stakeholders; developed brand voice for product launch; wrote website content including mission, chef bios, SKU and flavor profile copy.

SOMERSAULTS

Named brand; wrote accompanying brand story and mission; developed copy for packaging and website.

WILLIAMS SONOMA

Developed product names and packaging copy for multiple core and seasonal SKUs; translated product info into descriptions and specs for ecommerce platform.

“Lighter than classic American waffles, Belgian waffles are crispy on the outside and as tender as a soufflé on the inside. They're easy to make with our time-saving mix. Just add a few fresh ingredients and follow the simple recipe. Satisfy any craving with sweet or savory toppings—from butter, maple syrup and seasonal fruit to the classic components of eggs Benedict. But for breakfast, nothing beats the familiar comfort of warm waffles, butter and syrup.”

THREE BRIDGES

Renamed product to evoke destination and brand home; developed new tagline; collaborated with packaging designers on look and feel.

VERLASSO

Named brand; developed brand narrative and messaging by target audience; wrote web content, sales collateral, white paper, in-store signage and apron cards.

SVELTE

Created copy system to humanize brand and better connect with customers on shelf; wrote packaging copy and website content.