NutriCraft

Strategy. Copy. Content.

NutriCraft - From losing price battles to winning hearts

The Brief
Alex O'Connor's online wholefood ingredient business needed to move beyond competing on price alone. Despite offering quality products at wholesale prices by cutting out middlemen, NutriCraft remained vulnerable to competitors' price drops and needed to build deeper customer loyalty.

The Strategy (Spine)
Through customer interviews and competitive analysis, I discovered that Alex's genuine care for his customers' success was NutriCraft's hidden strength. He knew his customers by name and held himself personally responsible for their success. This authentic relationship became the foundation for our brand strategy.

The Voice (Soul)
I developed a tone of voice that celebrated customer achievements rather than just promoting products. The language shifted from ingredient specifications and price points to stories of success and shared passion, with customers becoming the heroes of the NutriCraft narrative.

The Brand Connection (Heart)
By creating the concept of "NutriCrafters" – a community of passionate food entrepreneurs – we transformed what had been merely transactional relationships into a sense of belonging. Customer stories became the heart of the brand, with Alex as the supporter rather than the star of the show.

The Impact
The rebrand created an emotional buffer against price competition, with customers choosing NutriCraft not just for wholesale prices but for the community and recognition. As part of a celebrated group of "NutriCrafters," customers developed loyalty beyond price sensitivity.

My Role: Customer interviews, competitive review, brand world development, brand idea creation, brand messaging framework, tone of voice guidelines, sample social media content, SEO research, SEO-driven web copy and blog content.

In Action: Read sample content below.