The brand's founder approached me with a market-ready brand lacking a fitting voice. As they prepared to launch their first product—a science-backed hangover treatment—I promptly set out to define and articulate the brand's distinctive perspective and positioning.

This involved crafting a brand manifesto and tagline — "For life, unleashed" — effectively capturing the brand's tone of voice and shaping the entirety of its communications. Alongside this, I penned a sharply succinct product description for the inaugural product and a top-line tone of voice guide.

Below is a selection of some of the work.