Mindful Chef
Shake off the worthy image.
Be the feel-good friend instead.
Tone of Voice
Training
Copywriting




Key Copy
The Approach
The feel-good friend.
We built out a personality for Mindful Chef that was separate from the founders. That the team could embody every time they wrote. The friend who won’t reprimand you for Saturday’s sins but makes the days when you’re “being good” feel joyful. Turning up Whitney Houston, roaring the gas ring into life, cooking by your side.
We rooted the tone of voice in three key words: relatable, joyful and energetic with a set of practical writing guidelines that helped their team bring it to life cross-platform. Think: cultural references, twists on clichés and all the compound adjectives.


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