Imperfect Foods
DTC RETAILER
BRAND-FORWARD COPYWRITING
As an online grocer with a mission to reduce food waste, we steered away from the doom and gloom of climate change and instead towards a bright, punny brand voice.
Imperfect Brand Voice
OPTIMISTIC | QUIRKY | EDUCATIONAL | SMART
As the sole Copywriter, I took ownership over the iconic Imperfect brand voice, full of quirks, humor, and optimism to match our mission and whimsical design style.
Copywriting
A well-developed brand voice and a community who loved when we got goofy: is there any better scenario for a copywriter?
Social Posts
On-trend without losing ourselves in the noise, social was our opportunity to let our hair down.
UI/UX Copy
Guide a seamless user experience in as few characters as possible? Challenge accepted.
Web Copy
Our website was the home for information on our impact, crucial service updates, and calls to connect—all written in our signature voice.
Performance Ads
Click-worthy, but never sales-y. We attracted our target customers with shared values to boost performance.
Private Label Packaging
On packaging and in product descriptions, I offered storytelling that was charming, informative, and scannable.
Blog Posts
The epitome of "edu-tainment," we delivered delightful storytelling, valuable resources, and SEO strategy.
Campaign Highlight
MERGER WITH MISFITS MARKET
When Imperfect was acquired by Misfits Market, I championed the brand voice across the merger and wrote comms to reassure our customers the brand they loved wasn't disappearing.
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Featured copy on: web, dual-branded boxes, emails, and social.
Copy Snapshots
We flexed our voice across channels, leaning into education more in some channels and quirk more in others.
Recipes & Blogs
We used blogs to "edu-tain"—providing valuable information in an engaging way. For a taste (pun intended), check this intro for a broccoli cheddar soup recipe, this story about the origins of our barely broken jasmine rice, and this spicy shrimp rice recipe—that came straight from the rice farmer himself.
Social Posts
Our strong presence on social played a big role in maintaining our loyal community. I wrote captions and in-image copy while at Imperfect: everything from infographic guides, truly unhinged veggie posts, and this myth-buster about daylight saving's time.
Web Copy
Our website was the perfect place to balance clarity with personality. I wrote copy to offer resources and essential comms, including this page on what Imperfect means.
