LYKA

The client

Australian start-up Lyka make Australia’s freshest dog food. They ethically and sustainably source ingredients and use at least 85% Australian produce.

The scope

Lyka was looking for a senior product copywriter to help strengthen their tone of voice across their entire website and customer journey. They also wanted to resolve some language challenges.

The work

Lyka asked me to review their website and come back with insights and recommendations on ways to improve their tone of voice and use of key phrases. After poring over 13,000 words of copy, I presented my insights and started actioning them with a rewrite of their webcopy.

The primary challenges were inconsistent tone of voice and inconsistent use of key phrases. Sometimes copy was too effervescent and leant too much on kitsch (and divisive) words like “pupper”. Other times it was too dry and technical. I recommended they drop “pupper” and set about finding a happy midground between energetic and technical.

In my time at Lyka, I:

• Reviewed and rewrote 13,000 words of web copy

• Pulled together a key phrases language guide explaining how and when to correctly use which words

• Reviewed and rewrote customer lifecycle emails

• Wrote positioning copy for their supplement range

• Edited a 100-page technical booklet for tone of voice and language

• Wrote ad hoc UX copy