The brief was substantial. A full overhaul: new content strategy, new information architecture, new tone of voice, and 80-plus pages written and shaped from scratch.
First, the structure. As the brand shifted into wellness territory, we needed to write new editorial sections which meant new hierarchies and new content structures. Working alongside the lead experience designer, we figured out what the site needed to say before working out how to say it. Content strategy and UX thinking in the same room, at the same time.
Then the writing. History articles, sustainability pieces, how-to guides, wellness content, recipes, brand story, editorial features. A whole pot's worth. All of it shaped around a TOV that was itself still finding its warmth.
That last part was the most interesting challenge. What does "refreshingly optimistic" sound like when you're explaining how to brew black tea? How do you make wellness content feel authoritative without being worthy? How do you strip out years of robotic SEO copy without losing the search relevance?
The writing ended up shaping the TOV as much as the TOV shaped the writing. The result was a site that felt less like a product catalogue and more like a wellness destination. It finally tasted like the brand it wanted to be.
