How do you bring together one of the UK's biggest restaurant chains and appeal to a target audience of millennials?

Building on their Full hearted Italian brand proposition, I refreshed their TOV and produced a 55-page guide. I then helped to roll it out across all departments with a writing skills workshop and online copy clinics.

The Anglepoise lamp is as instantly recognisable as a red phone box or a black cab, but its personality wasn't shining through in the brand's tone of voice.

I created an updated TOV based on the design principles of their famous lamp, giving them a confident, witty new voice that matched their famous product.

As an extension of brand positioning work for Loch Lomond, I created new tone of voice pillars and examples to show how the new brand positioning would work across web and social copy.

It became a vital part of their brand book, and contributed to a strong and positive new direction for this collection of award-winning whiskies.