KORA Organics

Following a deep brand analysis performed by both Sterling and Kearney Global consulting firms, my copy team’s task was to interpret and transform the research findings into an all-new brand voice and tone for every touchpoint, from the site to the packaging and beyond. The initial findings by the Kearney Brand strategy recommendations and Sterling consumer research report pointed to overcomplicated messaging around organic skincare science and a lack of understanding of the founders role as well as the effectiveness of the product when compared to more popular brands without the planet and health friendly commitments. We leveraged qualitative learnings to inform how KORA Organics can grow consumer interest and loyalty with our strengthened brand story, positioning, and identity developments. How? We started by rewriting the brand’s founding story, redefining who the customer is, identifying the consumer’s key personality traits, and establishing brand pillars. Next, we rewrote the voice guidelines by defining the tone, streamlining the language across all channels, and outlined the grammar, word preference, and punctuation particulars. This was applied to many examples to be used as templates for paid social ads, emails, packaging components, product descriptions, and more. We also provided boilerplate copy for the brand to use internally, with retail partners, and as customer facing materials. Lastly, we developed multiple concepts for debuting the new look and feel to the world.