Work
Maria & Pepe
“Maria & Pepe” is pop-up restaurant located in Rotterdam, on the sunny terrace of OASE next to the Maas river. Open for 25 days during the summer of 2023, is a product of love for the planet and all beings that live on it. We share Mexican culture in all its colors, tell stories of its wondrous people, and explore treasures of its history with an exquisite, Mexican plant-based menu.
We believe in food as a universal language that allows us to unite, let our guards down and relish our time together.
Concept Development, Copy, Social Media Management
I developed the concept, tone and voice of the pop-up, briefed the design, managed the social media accounts and customer service emails.
The communication storyline, timeline and event programme planning, was threaded together by plant-based values and with the objective of educating audiences about Mexican culture and kitchen.
Floral Nectar For Honeys
Floral Nectar for Honeys is a deep golden honeyed concoction made from unsprayed apples, pears, beet sugar and seasonal spices. In harmony with the seasons, the land and its vibrant pollinators, it is 100% plant-based, locally and hand-brewed and poured and packaged in a glass apothecary-style bottle with a compostable logo.
Website and Content Editing
I translated and edited the Dutch website into English. This meant rewording and refining the message while maintaining the light, mystical tone of voice.
In some instances, I wrote product descriptions and other website content first which later got translated into Dutch.
My Mom Sam
Sam was born into the industry and raised as a 'sow' - a female pig responsible for the production of offspring who would not live past 6 months. After birthing 240 piglets, she was destined for slaughter due to her age and limited space in the farm.
Luckily, after a series of serendipitous events, Sam was rescued and relocated to Melief Animal Sanctuary. During her first weeks, she welcomed her last litter of piglets into the world and for the first time, embraced the possibilities of motherhood and freedom.
Website and Content Editing
I edited the website for grammar and spelling; maintaining the writing style of the original author. For other campaigns, I edited Dutch-translated English recipe texts while adhering their tone of voice: cheerful, inspiring and familiar. I also wrote the copy for a printed calendar.
Social Media Content Writing
To promote the documentary, build awareness on animal rights and create a stronger connection between non-human animals and humans, Sam's story was told through the Instagram account @mymomsam.
I wrote engaging and informational social media posts on a range of different topics including:
- Sam and the piglet's journey
- Regular updates on their well-being and development
- Discoveries and observations on pigs' nature and behaviour
- Insights on the industry and its impact on animals
- Speciesism
- Embracing a plant-powered lifestyle
On Mother's Day, I wrote lyrics and sang them in a
special post dedicated to Sam and the rest of mothers inside the industry.
IG: @mymomam
Web: My Mom Sam
Happiest Healthy Farm
In service of Mother Earth and celebration of our co-existence and in collaboration with Lisette Kreischer, The Happiest Healthy Farm is framed as a conceptual refuge for nature's wonders that will one day house multiple plant-based, organic products. Floral Nectar for Honeys is the first of many creations to come under it.
Social Media Content Writing
I write social media posts inspired by ideas of deep ecology, ethics of care and holistic thinking. I took frequent trips to the De Peerdegaerdt , the birthplace of HHF, as a writing method to closely observe and become acquainted with the quiet, beautifully complex systems around us. All images were taken with iPhone, many taken by me while visiting the land.
Through a mysterious, poetic and expressive tone of voice and writing style, I am contributing to the storyline and shaping of HHF.
Zigzag
Before good games of fetch and peaceful walks around the park come to be, many new puppy owners are surprised with the true implications of raising a puppy - which can sometimes be challenging. Without much guidance on puppy training, this meant that many puppies were returned to their shelters.
Zigzag's mission is to guide owners and strengthen their relationship with their puppies to ensure a positive start to a lifelong journey together.
Copywriting
Initially targeting a UK audience, adopting a humorously sarcastic tone of voice while staying comforting and reassuring was one of my main responsibilities. I edited website content, app content and blog articles written by professional dog trainers and behaviorists with the style and tone of the brand, and would often write the blogs myself from an SEO-oriented outline.
Other tasks involved writing taglines for the blog header images and in-app copy.
Web: Zigzag