Tukr

The two things I love more than anything else in the world are snacks and puns. So you could imagine the look on my face when Founder and dietician, Matthew Cork, sought out my copywriting expertise to bring his snack subscription brand, Tukr, to life.

A lighthearted tone of voice overflowing with food-related puns gives this brand a personality I’d be wanting to create since I first started my career. But there’s a fine line between being clever and just plain cheesy, which was definitely a concern in the creation of the landing page initially. We had to strike a balance between being informative and fun, which is a lot harder than it seems. But phrases like ‘rec-ALMOND-ed’ and ‘I snack, therefor I am’ were the icing on what became a deliciously cheeky cake of a brand.

Being the person to give voice to Tukr in its early days gave me an opportunity to work super closely with Matt to shape the brand’s verbal identity. I so deeply cherish the creative conversations we had and am so grateful to Matt for his trust and encouragement. It showed me that articulating ideas that haven’t existed before is a superpower of mine, particularly if it’s for disruptive, innovative or just plain entertaining purposes.