The Challenge: Rooted Apothecary had over 400 plant-based products including tinctures, salves, teas and capsules, each requiring its own description. The problem wasn’t simply writing copy at scale but building a cohesive brand voice that could stretch across hundreds of SKUs while staying fresh, clear, and authentic. The risk? If each product sounded disconnected, the brand would lose credibility and overwhelm customers instead of building trust.

My Role: I led both creative and art direction, beginning with a full brand discovery to establish Rooted Apothecary’s new voice and messaging. From there, I produced and directed the brand photoshoot, developed the tone and visual language, and wrote copy for the entire website and all 400+ product SKUs. My work spanned strategy, storytelling, and execution, ensuring every element of the brand felt cohesive and alive.

The Solution: I created a comprehensive copywriting system designed to scale. This included:

• A tone of voice guide that balanced expertise and science with whimsy and warmth.

• A modular product description formula, blending storytelling, benefits, and ingredient clarity, so every product felt unique but consistent.

• A set of category-level headlines and subcopy to unify the shopping experience.

This system ensured the brand could roll out dozens (even hundreds) of new products without losing its voice. Every description reinforced the same brand personality, while making the complex approachable and the technical human.

The Impact

• A scalable copy system that allowed the brand to maintain one clear, authentic voice across 400+ products.

• Increased consumer trust and readability by simplifying technical language.

• Freed the internal team to launch new products quickly, without reinventing the wheel for each description.