Quark is a dairy kitchen staple in European and Central Asian countries and now it's making its debut in the states via this female-owned small biz that really cares about locally sourced natural foods. Wünder Creamery came to me to help them with their packaging copy, but of course it all must start with defining a tone of voice and a brand language. I created a voice which manifested in a tagline and a brand guidelines deck, then used that to write the packaging and website. From here, I oversee a mid-level writer and help them adopt the voice so they can take it and run.
With the help of my strategic partner, Lauren Rodman, we wanted to come up with language that acknowledged that the U.S. market has no idea what quark is, and play off the fun of the brand name. That's when "Weird & Wünderful" and "It's only natural to Wünder" were born. Not bad for a vegan.
Pages from the voice deck...#BTS
