Other Writing Projects > Brand Strategy for Else Nutrition

Else Nutrition is a cutting edge kids nutrition startup. They are working on FDA approval for the first plant-based, soy-free baby formula. Now, Else sells several organic, vegan and soy-free kid's nutrition products.

As the Lead Copywriter, I established the brand voice and worked with stakeholders to design crucial branding elements that represent how we are truly something else.

Goal: The brand voice created is edgy, a bit sassy, highly knowledgeable, and fun.
Audience: Parents of kids with food allergies, plant-based, vegan, and health conscious families.
Stakeholders: Designer, Director of Marketing, CEO, Website Designer, Medical Affairs Team, FDA regulations

Bold Photoshoots

Addressed our target market and our purpose of being something “Else” with several bold, sustainability focused, and vibrant photoshoots.

Tone & Voice Document

Created the brand voice document to create cohesiveness in how we speak across social media, our products, blog, interviews, and more.

It included key phrases, claims, personality, styling tips, and more. Being a company less than 2 years old, it was not yet addressed extensively before my role was created.

Instagram Makeover

(old on left, new on right)

I made our Instagram a hub to educate and inform on plant-based living, to receive recipes, to hear from customers and more.

Resulted in an increase from 10K followers to over 21K just from April to September 2021.

Best places to sneak in Else Nutrition Formula (1).png

Product Label Updates

The product label is meant to address the key selling points on the front, and educational nutrition information on the back.

With limited space, I worked strategically with the designer to make this happen.

Website Content Update (here)

New, vibrant look and feel with playful and bold copy.

Worked among the design, SEO specialist, and website designer to create concise content that sells and aligns with our brand personality.