— PROJECT NAME

Dabbawal

— ROLE

Brand storytelling

Copywriting (web, social, print)

Tone of voice & messaging guidelines

Writing principles

— DATE

2026

Dabbawal had smashed it as pioneers of Indian street food when they first opened in Newcastle. But 18 years down the line, the restaurant landscape had changed and they felt they had more to offer.

That's where the copy refresh came in. We went full circle (or should I say cycle), returning to the story that first inspired them: the iconic Mumbai dabbawallas and the home-cooked treasures they deliver to people every single day.

From there, I built the restaurant's new tone of voice around a sense of home, authenticity, and the stories that make Dabbawal's dishes special. I also served up all the messaging for their launch comms and some simple tone of voice guidelines for future writers.