Case Study: Soul CBD

THE SITUATION

Soul CBD is came to me because their brand voice had slowly shifted from Angie & Mike's vision, and had firmly landed in "we believe" territory. Flat, a littttle forgettable, and flavorless. Angie wanted to take back the voice. Make it like THEM again. They needed language that matched the actual vibe of their products: fun, and functional.

THE FIX

I teamed up with co-founder Angie Lee for a real-time zhuzh session to rework Soul’s homepage from top to bottom. No intake forms. No fluff. Just a shared doc, 1 hour, and 2 brains on Big Brain gummies riffing their way to better copy.

Together we:

• Rewrote the homepage hero, flipping “routine” into relief and coining the line: 👉 “Your best you is a gummy away.” (With rotating formats: a gummy away, a capsule away, a drink away...)

• Transformed filler sections like “We Believe” into punchy, on-brand copy like: 👉 “Nothing to hide here. Ingredients you can pronounce. Quality you can trust. Relief you can count on.”

• Introduced cheeky, personality-packed microcopy across the page, like renaming “Find Your Routine” to “Chew on This.”

• Revamped the email opt-in and press content

  
  

Aaand with that, we booked our next few projects

THE NEW SCOPE 

• Brand Voice Guide

• Welcome Sequence Funnel Punch-Ups

• Press & Article Punch-Ups

• Internal Decks & Wholesale One Pagers

BRAND VOICE GUIDE CREATION

I codified their founder-forward tone into something replicable, readable, and ready for handoff—so future writers (and AI tools) wouldn’t default back to “clean, natural, science-backed” jargon.

HERE ARE A FEW EXCERPTS:

HOW TO USE "ON-BRAND" HUMOR:

A SAMPLE CUSTOMER PERSONA:

PRODUCT COPY/CAPTION OPTIONS:

HERE’S A PART OF EMAIL THEIR TEAM WROTE USING THE NEW VOICE GUIDE:

THE RESULT

Soul now has a homepage that’s fun and functional. Emails people actually read. A voice guide they can hand off to anyone. And messaging that makes their product line feel cohesive—not cobbled together.

The cherry on top? This work doesn’t just “sound better.” It sells better.