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 brand strategy and 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
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Rachel Entwistle
Brand strategy, tone of voice, web copy.
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The Famous Grouse
Brand strategy, IPA Effectiveness Award.
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NutriCraft
Brand strategy, tone of voice, blog posts.
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Bo Po Works
Brand strategy, tone of voice, web copy.
Why me?
I bring the rigour of board level brand thinking and the empathy of someone who’s lived and worked in the worlds of wellness, travel, lifestyle and purpose-led enterprise.
I’ve shaped stories for household names like Lily’s Kitchen and The Famous Grouse, collaborated with established agencies including The Value Engineers and Keel London, and guided early-stage wellness and lifestyle brands creating global impact.
Alongside agency experience, I bring a deep understanding of story. I’m the author of Yoga School Dropout, a bestselling, wry memoir of my time in India, searching for mystic Indians, tantric bliss and a non-Gucci clad guru in the yoga schools of Mysore and beyond.
That blend of emotional insight, narrative rhythm and sharp observation now runs through all my brand work - from tone of voice to product copy. Because when your message has heart and story, it resonates more deeply and lasts longer.
Whether you’re refining your tone of voice, aligning your message for search and AI, or simply want words that feel like you and resonate with the right people - let’s talk.
Book a free 30-minute discovery call to get started.
What my clients say about working with me
“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