Martha White Rebrand & Website Redesign
While Martha White had a rich heritage steeped in Southern bluegrass tradition, they lacked a strong in-market brand persona and the story-telling of their own online properties were messy and inconsistent.
Martha White wanted to revitalize the energy of their brand and capitalize on the semi-homemade trend by presenting Martha White products as moment-in-minutes solutions.
In my role as lead copywriter, I collaborated with our team to sell in our design direction, led a content audit of their online website, and crafted a conversational tone with a touch of Southern charm that highlighted the everyday moments people want to savor. I also led a naming exercise that resulted in the blog property, Southern Pantry, and curated a list of southern sayings that would become hand-lettered shareable content callouts we later repurposed on social media
- Project Roles
- Conceptual, Content Management, Copywriting
- Social Media Content, Websites
- Project Industries
- Packaged Goods