brand positioning + Creative copywriting
Camshorn Wines and The Last Shepherd were both established brands looking to sharpen how they showed up in a crowded, often homogenous wine category. Each needed a clearer, more consistent way of communicating their value, both internally and externally.
The work focused on defining a tone of voice that could guide teams, support sell-in conversations, and bring each brand’s positioning to life in a practical, usable way.
For each brand, I shaped a tone of voice that reflected its place in the category and how its audience actually thinks and behaves. That meant getting clear on personality, language style, and key themes, then anchoring it all in a brand promise that could work across different formats.
The tone was brought to life through practical examples, from brand storytelling and product descriptions to social and sales-facing messaging. Instead of living in a separate document, the guidance was built straight into each sell-in deck, making it easy for teams to use and apply with confidence.
I led the tone of voice work across both brands and contributed to broader brand strategy and positioning.
This included shaping brand personality and promise, writing applied messaging across different touchpoints, and embedding the work into sell-in decks so the strategy translated clearly and consistently for internal teams.
