Rude Health

Choose one message.
Tell it the bright way.

Brand Strategy
Brand Story
Tone of Voice
Copywriting

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We reworked Rude Health's newsletter and named it The Bright Relief

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Key Copy

You’ve heard about the right or wrong way to be healthy. At Rude Health we talk about the bright way. About trusting your instincts and following your tastebuds. About championing real flavour over restrictions.

We’ve worked on a few brand positioning projects in our time. This is the first where we’ve got to a place that is instantly usable and directly translatable across all our channels. Sonder & Tell’s ability to combine strategic thinking and creative wordsmithing has given us a honed, developed and focused brand position that has moved us forward leaps and bounds as a business. As a team, they went above and beyond at every turn.

– Georgina Thomas, Marketing Director

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So much to say,
So little customer attention span.

We’re natural. And organic. Tasty, too. Did we mention we have the best ingredients? We’re all about style. We love a wholesome life. And we definitely think of ourselves us British…

Rude Health were saying too many things at once. They had a whole host of product messages and a myriad routes into their lifestyle too. With the category of dairy-free milks growing, Rude Health needed to focus their brand position for customers, and build a unique world that stood apart from competitors. Lest we forget this is a land where Oatly’s taking up space.

The Approach

The bright way to be healthy.

The world of dairy-free drinks is one of finger wagging and good versus bad ingredients. Where most brands are selling on functionality with pale imitations of milk. Not Rude Health. Theirs is a flavour-first approach to food. And to life. Their drinks have bright and bold flavours for people who make the healthy choice a celebration and not a sacrifice.

We honed in on this delicious brand positioning and built out a brand story and tone of voice which brought flavour to the fore. Complete with guidelines and a workshop for their team to communicate this glug-it-from-the-glass mentality for themselves.

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A glug-it-from- the-glass approach to communication

We were briefed to reposition Rude Health’s dairy-free drinks, but the creative strategy we came up with has been rolled out across the whole brand. It’s aligned team brainstorms, and guided their (now successful) application to become a BCORP. We’ve even spotted bright and bold copy across April Fool’s Day Instagram captions and job descriptions on LinkedIn.

We’ve stayed firm friends and creative partners with the Rude Health team, wordsmithing on-pack copy for their relaunched dairy-free drinks and conceptualising an editorial newsletter called The Bright Relief.