In order to make this new brand truly shine, we had to create an engaging tone of voice that was able to communicate two messages clearly: how Tula's approach to skincare is different, and how each product supports the brand promise.
Tula was founded by Dr. Roshini Raj--not a dermatologist, but rather a gastroenterologist, who understood the prolific value of probiotics on virtually all the major systems of the body. She sought to develop a skincare line that incorporated the same balance-bringing benefits, and that would also encourage an overall healthier lifestyle.
The Goal and My Role
As lead copywriter and strategist, I worked to first conceptualise the brand on the competitive landscape, establish its strengths and softness, and build a strong ethos from the ground up. Then came the development of tone of voice, brand mark, and launch materials, which included onsite copy, print collateral, and promotional brochures. The last was product descriptions, editorial copy, and further promotional materials specifically focused toward engaging influencers with the new brand and its unique philosophy.