Krispy Kreme
Do they even need an introduction?
(We've all scoffed a 12-box in one sitting... right?)
Krispy Kreme came to me wanting a brand new voice for their UK market (and a little help on the US side too).
THE CHALLENGE
Building a distinctly British voice for Krispy Kreme meant holding onto the warmth, fun, and joyful energy that makes the brand what it is while feeling genuinely local.
And alongside that, their US team needed campaign copy too, which meant switching confidently between two distinct voices in the same project.
WHAT DID I DO?
I studied the legacy Krispy Kreme audience, their existing brand character, and what a UK consumer actually wanted to hear.
From there I built brand voice guidelines designed for daily use – practical, clear, and full of examples.
Then switched gears to write brand and in-store campaign copy for the US side, matching their established voice with equal confidence.
THE RESULT​
Two brand voices. One delivery that landed on both sides of the Atlantic.