Brand Voice, Messaging Strategy, Copywriting

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Light + Fit had strong brand recognition, for all the wrong reasons. Known as a “diet yogurt,” it was tied to outdated messaging rooted in restriction, guilt, and the idea that food should be something women control, not enjoy. As the brand set out to modernize its visual identity, they needed more than a new look. They needed a voice that could match the bold redesign and fundamentally shift how people saw and felt about the brand.

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Today’s women don’t want to be told what they *shouldn’t* eat. They want to be seen, celebrated, and encouraged to crave more. More flavor, more ambition, more joy. Food isn’t just functional anymore. It’s emotional, empowering, and personal, so Light + Fit had to stop whispering about calories and start shouting about confidence.
 

That's where I came in. I lead the development of the new brand voice and copy system, creating a tone that was fierce, unapologetic, and empowered them to own their cravings—unapologetically, with zero guilt. From packaging to paid to social, I built out a full copy library and messaging system that unified the voice across all channels, teams, and creative executions. Every word was crafted to feel bold, motivating, and culturally on the pulse.

 

The rebrand earned industry recognition, including coverage in Ad Age. The rebrand and omni-channel campaign helped Light + Fit evolve from a diet brand to a brand women actually want in their fridge. My copy helped power that transformation from the yogurt aisle to the national stage.​