brand tone, messaging and LAUNCh

Invisible Kitchen was a new food concept service in a market dominated by stalwarts with 10+ years of service. To stand a chance of success, its messaging and positioning had to be different, and had to hit customer tensions with pinpoint accuracy.

Serving as the Brand & Marketing Manager (and ultimately the in-house copywriter), I worked to create the positioning, messaging and the brand tone of the company. This was then rolled out across every channel, from brochures to website, and from media PR events to customer service.

Invisible Kitchen is now a market leader.