For this presentation specifically, we were presenting to the company’s owner potential packaging designs and the product messaging that can accompany it.
I was wholly responsible for developing and speaking on behalf of the brand strategy team for the copy developed.
Heaps was a small vegan startup company in the earliest stages of its life that I had the privilege of working with. They needed what Murmur called “the whole shebang” which included all the services provided by our teams in web development, design creation, and brand strategy.
When joining the project, Murmur at this point in time had already set the foundation for where the Heaps brand would be built (i.e., brand pillars, mission statement, purpose statement, brand archetype).
Because we were building the Heaps brand from the ground up, there were multiple creative directions to take the voice and tone of our work. In acknowledging this, I created for Heaps’ owner three options to select from — Each encompassing the essence of one of their brand pillars. The most liked option would then be used as a template for the feel that the rest of our copywriting would take after in later rounds of work.
