Tone of voice, web design & copy

I developed the tone of voice and web copy for the launch of small Netherlands-based wellness business, Passiflora Cave.

The purpose? To establish Passiflora Cave as a friendly, accessible space for creativity and healing.

I conducted workshops with the owner of Passiflora Cave to identify the business’ key objectives and dream positioning within the market. From there, I created copy, and interrogated and refined AI-generated copy, to home in on the business’ personality and USP.

It was important to make the offerings as clear and accessible as possible, especially to those who aren’t familiar with the wellness world. To do this, we implemented an FAQ section and included short, informative descriptions of each treatment to resolve potential queries in a kind, non-judgemental way.

I embedded the language of the wellness world throughout the site, giving the business a clear, consistent tone of voice that reflects its values.

Intrigued? You can view the whole site here.