As a freelancer, I worked directly with the brand's owners to drum up their brand story, tone of voice, web copy, product copy, sales brochure and socials. Being a unique product – yet a growing category – it was about tapping into authenticity and heritage with memorable words to complement the design, while also educating drinkers on how to drink it.

First up, I took their strategy to craft a manifesto that’d best express the brand's tone and vibe — something worthy of a tea towel that would pave the way.

Below is a selection of some of the work.