Buns of Joy
Bringing authenticity to a home-baked brand
When I first saw a copy request come in from Buns of Joy, I was hungry (literally and figuratively) to get stuck in.
"Our tone needs elevating. Less cutesy, more honest, tongue-in-cheek, and more, well, like Leah."
"Who's Leah?" I hear you say. Take a look through these chunky screen grabs, and I'll explain everything...
Say it with cinnamon buns
Ok so, Buns of Joy is the brainchild of 4th gen baker, Leah Waring, who as a busy working mum, envisioned an original brand that focused on the importance of meaningful gift giving amongst women.
As you may have guessed, my mission was to essentially 'Leah-ify' the existing website. Working closely with the team, I reconstructed the language to include added swears and a down-to-earth human tone that fiercely resonated with BoJ's female audience.
As a writer, it’s a whole new level of satisfying to work with a small start-up brand with such a huge personality. Oh, and part of my payment comes covered in cream cheese frosting. Which is nice.
Ever the advocate of the lost art of long form, I also penned a handful of ready-to-go blog posts – all of course in Leah's distinct voice.
