Cool-girl energy that drives brand-defining experiences.
In a crowded space, brands don’t earn attention by simply showing up, they earn it by giving consumers something worth talking about.
Exclusivity you could feel.
Yumberry was built around scarcity, so the PR box had to feel just as limited as the flavor itself. I shaped the copy around the true yumberry season, turning a fleeting harvest window into a launch story that felt rare, playful and worth catching while it lasted. The custom shape and premium soft-touch finish made the experience feel special before the box was even opened.
A launch moment with layers.
The launch of Chamoy Mango needed to match the energy of the moment, not just the flavor. Tied to Cinco de Mayo, the box turned celebration into interaction with five interior doors that revealed each gift in the kit. The copy made every compartment feel like part of the story, building a launch experience that felt festive, bold and made to be shared.
From product drop to participation.
Spiced Peartini became more than a flavor launch through a mindful mocktail experience receivers could actually make. I wrote the copy to carry the theme from product to ritual, connecting the PR box to a larger social campaign that invited customers to join us every Friday for a virtual happy hour.
Bigger benefits needed a bigger idea.
In a saturated hydration category, Rehydrate had to show up with scale. The concept turned the product into a giant stick pack, using size as the hook and bold branded copy to make the benefits impossible to miss. I helped translate the “bigger benefits” idea into simple, high-impact messaging that made the box feel ownable, unexpected and built to break through.
When less copy does more.
For Spark’s national Target launch, the unboxing experience had to feel premium, memorable and deeply intentional. The infinity-shaped box was ultra-luxe, so the copy stayed minimal and selective. I focused on small brand moments and an insert card that introduced Spark to a new audience, making sure every word earned its place and added meaning to the larger launch story.
