Copywriting and Brand Strategy for Wellness, Travel, Hospitality, and Lifestyle Brands

Shaping the Future of How We Live, Move and Feel

From wellness and luxury hospitality to slow travel, ethical lifestyle and conscious living.

Trusted by conscious founders, retreats, hotels and ethical startups worldwide.

I’m Lucy Edge, a UK-based freelance copywriter and brand strategist.

I help wellness entrepreneurs, boutique hotels, lifestyle brands, regenerative travel companies and purpose-led founders create copy and messaging that reflects their truth and resonates with their audience.

Drawing on my background in global advertising and a personal journey through yoga and conscious living, I blend commercial insight with creative clarity.

What I offer

Strategic Brand Copywriting

Words that speak to the heart and inspire action:

Website copy (Home, About, Services, Sales pages)

SEO-informed blog and content strategy

Email sequences and nurture funnels

Press releases

Award submissions

Packaging

Brand manifestos

Brand films

Blog posts

Case studies

Brand Messaging and Strategy

The thinking behind the words:

Competitive research and mapping

Customer insight

Brand positioning

Brand purpose

Tone of voice development and guidelines

Messaging frameworks

Brand narratives

Pitch documents

Who I work with

Wellness and yoga brands

Luxury retreats and boutique hotels

Ethical fashion and beauty brands

Conscious travel and lifestyle brands

Food, culture and regenerative startups

Purpose-led founders

Agencies - PR, Copy and Content

Hundreds of successful projects

  • Image courtesy of Rachel Entwistle

    Rachel Entwistle

    Brand strategy, tone of voice, web copy.

  • The Famous Grouse

    Brand strategy, IPA Effectiveness Award.

  • Lucy Edge work for Nutricraft

    NutriCraft

    Brand strategy, tone of voice, blog posts.

  • Bo Po Works

    Brand strategy, tone of voice, web copy.

Explore my work

Why me?

I bring the rigour of board level agency thinking and the empathy of lived experience across wellness, travel and lifestyle. My clients include Four Seasons, Ananda in the Himalayas, The Famous Grouse and early-stage wellness and lifestyle brands creating global impact.

If you're building a brand rooted in purpose, and you need words that sound like you and sell like hell, let's talk.

Book a free 30-minute conversation to get started.

What my clients say about working with me

Rachel Entwistle testimonial for Lucy Edge

“Lucy and I worked together on various areas of the brand that needed urgently addressing. These were: brand strategy, tone of voice, copywriting, sample social media posts, web landing pages and product descriptions.

Lucy was an absolute pleasure to work with - professional, insightful and a whizz with on-brand copy. She looked at the whole brand, thoroughly reviewed and responded to our existing info and brief and delivered transformational copy and an incredibly clear brand strategy.

I will definitely be working with her again and would highly recommend her to not just deliver copy but create the right mood and strategy to communicate your vision to your customers.

We immediately found our customers quoting elements of Lucy's copy back to us regarding our designs and ethos. Just brilliant!”

Rachel Entwistle, Founder Rachel Entwistle Jewellery

“Lucy is an insightful strategist. She has the ability to internalise huge amounts of information, both qualitative and quantitative, and distil it into persuasive strategies and ideas.

Additionally she writes beautifully, in a compelling and flowing way that is elegant yet precise and concise.

Once on the case she is relentless and totally focused, putting in more hours than anyone I know. Her thinking is fresh and human and always actionable.”

GOFF MOORE, FORMER WORLDWIDE ACCOUNT HEAD LEO BURNETT. NOW AEROPLANE BUILDER AT CHOCKS AWAY LTD.

“I engaged Lucy on a fast-paced client project, to which she added tremendous value. She was responsible for developing a brand manifesto and script for a brand film. She delivered high quality work, was a great communicator, met all deadlines, and was overall pleasure to work with. Her knowledge in the yoga space was a huge plus for this particular client and I would highly recommend her for future projects.”

JULIA MASEROV, STRATEGY, PURPOSE GENERATION”

“Lucy approaches all projects in a highly creative way, always looking for original ways to unearth customer insights; her analysis is always extremely intelligent, and she is capable of delivering findings which add genuine value against ridiculous deadlines! On a personal basis, she’s quite simply a delight to work with.”

DAVID GREEN, FOUNDER OF JUICE RESEARCH