Case study
How a 4-week sprint helped Beachbum
find their voice and hit record sales
Beachbum had really strong momentum. A great product, incredible reviews from raving fans and big goals. They came to us to help with their copy, messaging and voice to roll out across a new website, their Klaviyo flows and new retail decks.
4-week sprint
The brief
Pin down their voice
and messaging in a very
competitive industry.
Beachbum came to us with a load of traction. They’d just had their biggest year yet, but what they needed next was a clear identity and better messaging. Not least of all because outdoors is a very crowded space, and most brands are hitting the same notes of adventure and no limits. And Beachbum, with its focus on fashion-forward designs was more than that.
So we started with market research and a deep dive into every single customer reviews to find the clearest, most ownable angle. The result was a simple shift away from macho achievement and towards community.
“If outdoors is your happy place, you’re one of us.” became the cornerstone of their voice in a way that made the brand feel inclusive, human, and instantly recognisable. (Plus, it widens their customer net from surfers to anyone who gets outside, from surfers to dog walkers or people on wet and windy school runs.)
Giving Beachbum
a voice only
they could own
We started by working with the Beachbum team and doing a deep-dive into their customer language to give their whole brand a single, cohesive, sticky clear point of view. Then, from that, we build a voice their whole team could use day-to-day.
Gave them a
clear, sticky
point of view
We carved out a distinct stance in a loud category: Beachbum isn’t about “more extreme, more epic”. It’s about belonging. If the outdoors is your happy place, you’re a Beachbum.
A messaging
hierarchy
that sells
We mapped out what their customers needed to hear to click “buy now”. Data-backed phrases to speak to feeling and identity, practicality, proof, objections… so every page was built to sell.
Added
do/don’t
guardrails
We didn’t leave them with a “brand book”. We gave them an usable voice system — simple pillars, do/don’t guardrails, and examples — so non-writers can ship on-brand copy quickly without second-guessing every line.
Created
verbal assets
that scale
We built repeatable language tools (taglines, patterns, sign-offs, headline formats) that keep the brand consistent across PDPs, emails, retail decks and social, even as the team grows and output ramps up.
Bringing their brand voice to life with a website overhaul
Once we’d locked in their new voice and messaging (AKA, reviewed with the team and got sign off), we started work rolling it out across their extensive website, as well as writing them
Rebuilt the website story
We rewrote the core pages (homepage, about, collection/category pages) so the “you’re one of us” positioning shows up instantly and the whole site reads like one joined-up story.
Primed PDPs to convert
We rewrote every PDP with clearer hierarchy, new sections, stronger reasons-to-believe, and proper objection-handling, so each product page does the selling and reinforces the brand voice.
Made emails sound like the brand
We rewrote the key Klaviyo flows so a) the voice stays consistent post-purchase, pre-purchase and in-between and b) so they were written to drive more sales, not just sound nice.
Wrote retail decks to aid their growth
We turned the Beachbum positioning into two buyer-ready decks that broke down the Beachbum brand so that retail partners could get it (and get behind it) fast.
Early ballpark revenue increase after we finished the 4-week sprint. Sales are way up according to their founder.
We rewrote all core product pages plus core pages (home, about, etc...) in just 4 weeks.
We're strategic with calls, so we managed to get this whole project done with just 3 calls and some Slack messaging.
We wrote 35k+ words of new copy for Beachbum giving them a complete overhaul top to bottom.
Leaving the team with tools to write their own on-brand copy
Because Beachbum was stretched and growing their team fast, we focused on creating reusable tools that help them stay consistent as they scale.
Brand voice guidelines
The tone-of-voice guide lived as an easy reference for anyone jumping in to write an email, web update or press release.
Distinct verbal assets
We gave them key phrases they can come back to again and again to make things feel on-brand and uniquely Beachbum.
Beachbum-GPT
A reusable structure that combined clear hero messaging, real-time meal stats and a hopeful ask.
Talk to us about your brand's project
If you're an ambitious ecommerce of FMCG brand and your copy and messaging isn't doing your product justice, let's talk.
Grab a 30-minute slot on our calendar and we'll get clear on what you're trying to achieve, what's not working and suggest the best next step.
If we're a good fit, we'll follow up with a simple plan, timeline and costs. If not, we'll tell you straight up (and point you in the direction of someone who can help).
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