Industry trends. Pioneering approaches. Surprising successes. From dawn to dusk our studio thrums with chatter about words and content, and how to get the most from them. And now we’re opening the doors and inviting you to pull up a chair. Come on in and join the conversation. This is insight, Stranger style.


I like how you’re talking: food and drink

When it comes to brand voice, we’re obsessed. Out and about or at our desks, we’re constantly spotting companies doing interesting, exciting and plain old clever things with their words. And because we love a masterfully crafted noun phrase as much as a made up adjective, we can’t help ourselves but dig in. So here’s our take on a handful of food and drink brands getting it delightfully right

Grey Goose


What’s the story?
Grey Goose wants to let its customers know it’s about more than just premium vodka. Francoise Thimbault’s decision to step away from his work as a Maître de Chai and distill his own vodka is a story that infuses every aspect of the brand, capturing the imaginations of drinkers and deepening its identity with richness and tradition.

What’s the character?
Exclusive, eloquent, sophisticated, expert

How do they bring it to life?
Exclusivity comes across in the language Grey Goose uses. A sense of grandeur and aristocracy is carried in words like superior, discerning and precious, as well as phrases like ‘a cocktail to crown the occasion’. Its writers use alliteration and assonance deftly, to capture the eloquent character of the brand and introduce flow, but keep sentences clear and short, avoiding overused adjectives, to ensure they feel sophisticated rather than frivolous. Finally, they use vocabulary focused on creation, craftsmanship and design to convey a sense of expertise.


Green & Black’s


What’s the story?
A chocolate with heart, Green and Black’s wears its origin story on its sleeve and is very much about the people behind the chocolate – at every level.

What’s the character?
Playful, caring, sincere

How do they bring it to life?
Green & Black’s knows how to get playful on point. For starters they don’t shy away from puns, like ‘we struck Maya Gold,’ or ‘bean there, done that’, although they know when to stop. Its writers introduce pace and emphasis with punchy short sentences and keep their language contemporary with contractions, fragment sentences and rhetorical questions. Caring comes across in the vocabulary they use, words that emphasise connection, like together and love, while using the first person plural (we, our, us) to refer to themselves and talking directly to the reader keeps the brand grounded and real, so its values feel authentic rather than lofty. Finally, Green and Black’s captures a sense of sincerity by using language associated with justice, words like fairly, trusted and right. Its writers keep sentences simple, short and accessible so the meaning and value of what they are saying rises to the top. This sincerity balances nicely with the playfulness, so neither element throws the tone out of tune.




What’s the story?
These guys come at snacking from a whole different angle. With the simple goal of making being healthy a little bit easier and a whole lot tastier to guide them, they came up with Bear, a wild animal with a taste for fruit, who does all the hard work for you.

What’s the character?
Lively, youthful, enthusiastic

How do they bring it to life?
The active voice and active verbs like mashed, jumped, buckled, bowled all ensure energy surges through Bear’s copy. Alliteration gives content pace, carrying the reader along, while playing with the shape and sound of words (grrrreetings!) makes you smile. Bear stays youthful with colloquial language, simple sentence structure and imaginative stories that punctuate the copy and grab attention. On top of this, the whole brand adopts the character of Bear, from the product names like paws and claws, to the sections of the website, with news from the cave. The style of the copy brings stories to the fore, talking of Bear’s adventures around the world and evoking powerful visual images (chameleons the size of cats) for the reader to picture and wonder at. They also capture a sense of enthusiasm with superlative adjectives like wildest and craziest, as well as plenty of exclamation marks. Grr.



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