The brief 

Powher is a sports nutrition brand with a difference - they only sell products for women. And not just any women. Their audience isn’t the toned, sculpted women you often find on protein powder websites - it’s women who might only be able to go to the gym for an hour at lunch, or who count walking the dog as their exercise regime. 

This gave them a niche. In a market typically dominated by male products, or those promising to get you hench and veiny, Powher were different. The only problem was, no-one knew it. 

I was brought on board by Creative Director, Steve Rowe, to craft a new tone of voice that would help Powher make their proposition obvious, as well as new web content that would appeal to the right target audience. 

The process

First, I got to grips with the brand. Who they are, who they want to be, and who they want to appeal to. That allowed me to create the tone of voice outline, pitching certain words and an attitude to the client to get their feedback. Once they were on board, I could bring that attitude to life. 

One line stood out above them all - No nonsense nutrition. That was the core of everything else; sports nutrition that did what it promised, without over-claiming its abilities. 

With the tone sorted, I could get to work turning it into a website. I plotted out the user journey, ensuring key information about each product and its benefits was laid out in a way people could easily navigate. 

The flow went like this: What the product does, how it does it, and the ingredients that make it possible. It was simple and efficient, reducing the amount of reading the customers had to do to get the information they needed. 

It allowed me to turn several quite complex products, full of science and vitamins, into copy strong enough to sell them. 

The outcome

The website is now live and more powerful than ever. Check out how the words look below, and if you want yours to look as good, be sure to give Steve a shout. I’m right good at combining tone of voice and content design. Get in touch if you’d like me to do it for you.