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New ventures

Drawing on deep conversations with the founder – as well as our own experiences of the lifestyle and feeling at the heart of her vision – we distilled the brand DNA, purpose and messaging; established the tone of voice; and are still creating ongoing digital content for this brilliant independent brand that reimagines relaxation.

Launched in January 2020, land&water is a British natural bath, body and skincare brand whose products evoke that warm glow from time in the elements. (Our favourite line? “Because time outside makes us feel better inside.”)

We’ve worked closely with land&water since the very beginning in 2019 – from initial brand development and tone of voice, to imaginative content campaigns bringing the brand to life – and remain a key creative and strategic partner.

Why, what, and for who?

This new brand was all about reimagining relaxation – blowing beauty industry tropes out of the water with something fresh that would feel true to its roots at founder Pix Ashworth’s family’s hotel, Watergate Bay, on the north coast of Cornwall.

Drawing on Watergate Bay’s “active relaxation” lifestyle and the sustainable, ethical and small-batch ethos baked into Pix’s vision, we worked with our friends at A-Side Studio to create a distinctive new brand that could stand on its own and grow far beyond Cornwall.

The challenge

land&water wanted to distill the ethos and lifestyle of Watergate Bay – time on the beach, in the water, on the cliffs, whatever the weather – into its brand DNA, without being tied to that place. It needed to:

  • Build credibility and aspiration in its own right, to become a brand that personal, retail and hospitality customers – be it on the coast or inland cities across the British Isles – would all feel drawn to.
  • Work for land&water’s initial collection of 11 bath and body products, while having the scope to expand into new lines including home and skincare (which launched in 2025).

Bottling a feeling

Through an in-depth brand development and tone of voice process – including competitor analysis and audience research – we defined land&water’s values, vision, philosophy and core messaging.

Pix had spent many years witnessing the joyful “warm glow” radiating from Watergate Bay guests after days swimming, surfing or walking on the beach. She knew that “relaxation can sometimes mean an increased heart rate, if it’s an experience that makes you feel more alive and resets your headspace.”

So we crystalised the idea that land&water is all about capturing this emotion – quite literally, bottling it. land&water’s products translate this feeling into scents that blend invigoration and calm.

Once we’d nailed this sense of balance at the heart of the brand, it gave a clear direction for everything else that needed to follow.

Bringing it to life

We then played a key role in creating a broad suite of brand assets and content that helped introduce land&water to the world, building a tangible sense of what the brand stands for.

These included:

  • Writing pack and website copy for all products, as well as extensive sustainability, packaging and ingredients sections and blog posts
  • Writing press releases, trade and retail decks to help with sales and outreach
  • Devising and delivering the launch content and social media strategies, to introduce the new brand and grow followers, engagement and email sign-ups
  • Ideating and producing inspiring and original content in the form of Journal features, social media content and collaborative videos, and writing email marketing content every month
  • Sourcing and commissioning influencers, writers, photographers and podcasters to collaborate with – including writing shoot lists and detailed briefs
  • In 2021, we conceived the idea for, and produced, a special ‘Warm Glow’ portrait series by the award-winning photographer Danny North – including an online exhibition, set of ‘Photographer’s Notes’ short films, and printed publication. Check out the full exhibition and films.

Growing strong

We still work with land&water on an ongoing monthly basis, and have loved seeing this beautiful brand go from strength to strength. A few examples include:

  • Brand positioning, development and copywriting work on the new FACE collection of 15 new skincare products, launched in spring 2025
  • A series of campaigns with Dementia Adventure all about the positive impacts of nature on the brain
  • Successful brand collaborations including Falcon Enamelware, NaturalMat, Origin and Good & Proper Tea
  • land&water is now stocked in an impressive number of boutiques, online stores and hospitality settings across the UK
  • Media coverage including Harper’s Bazaar, Financial Times, The Week, Grazia and Suitcase among others

See the full results at land-and-water.co.uk and @landandwater_

In a nutshell

“Working with Stranger is exactly what we look for in a partnership; independence of thought, clear leadership, creative ingenuity, and reams of dedication and professionalism. And then there’s the wordsmith magic… We feel very lucky to collaborate with Stranger Collective.”

– Pix Ashworth, founder, land&water

But my brand isn’t outdoorsy!

land&water is just one example – Stranger Collective has built brands across multiple sectors, for a diverse mix of clients and audiences.

Get in touch and we’ll be happy to tell your about our brand and tone of voice work on other projects, like:

  • Della Vite – we supported the brand development, messaging and website copy for this new sustainable Prosecco brand from supermodel and actress, Cara Delevingne, and her two sisters, Poppy and Chloe.
  • Tom Raffield – following significant growth, designer Tom Raffield wanted a brand voice to reflect its standing at the forefront of contemporary furniture and lighting design.

 

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