Bringing Clarity and Joy to a Plant-Based Lifestyle Brand
Brand Strategist • Messaging Architect • Copywriter
Well Your World is a thriving plant-based lifestyle brand and YouTube cooking show with a loyal, fast-growing audience. With best-selling products and an uplifting, community-driven cooking show, the brand had strong momentum but needed sharper messaging, stronger UX, and a clearer path to conversions. I led a strategic overhaul of their website content, user flow, and brand voice to boost product sales and drive subscriptions to their paid show—all while preserving the warmth and authenticity that their audience already loved.
Our efforts prioritized clarity, ease of navigation, and emotional resonance. From sticky calls-to-action to restructured page content and image-driven storytelling, I helped shape a more intuitive and engaging user journey. I also developed an in-depth creative direction guide for a brand photoshoot to deliver visuals that could extend across web, social, and email. With an audience that skews older and less tech-savvy, these refinements made it simpler to understand the brand’s offerings and convert casual browsers into long-term fans.
Results & Highlights
Led brand voice evolution and UX strategy for key website pages (Homepage, Products, About, Cooking Show)
Crafted SEO-optimized copy with clear CTAs, boosting conversions across both product sales and paid subscriptions
Directed a brand photoshoot that produced visuals still in use across web, social, and email
Refined product messaging to elevate perceived value and simplify decision-making for a health-conscious but tech-light audience
Supported a YouTube channel now reaching 157K subscribers, 14.8M+ views, and averaging over 100K monthly views, with multiple videos topping 100K+ views
Helped reinforce Well Your World’s position as a trusted voice in plant-based living, contributing to growth across YouTube, social channels, and direct sales
What I Delivered
Reimagined brand voice and positioning to highlight clarity, accessibility, and joy
Wrote full website content for Homepage, Products, About, and Cooking Show pages
Designed strategic CTAs and microcopy that guided users toward purchase and subscriptions
Structured annotated wireframes that married content with UX best practices
Produced a creative direction guide for photoshoots, ensuring consistent tone and lifestyle alignment across platforms
Crafted SEO-driven copy with an emphasis on storytelling and emotional connection
Creative Messaging
“All Flavor, No Fuss.”
“Food That Loves You Back.”
“Less Prep. More Living.”
“Clean Ingredients. Clear Conscience.”
“From Our Kitchen to Yours.”
“Whole Food. Whole Flavor. Whole You.”
The Power of a Plant-Based Life Copy Example
“We believe food should nourish—not drain—you. A plant-based lifestyle isn’t about giving things up; it’s about feeling your best. You’re probably already eating plenty of good stuff like potatoes, grains, beans, fruits, and veggies. But real transformation happens when we also let go of the heavy, processed, and animal-based foods that leave us feeling sluggish and sick.
“At Well Your World, we keep things simple, wholesome, and energizing. Every recipe we share on our live cooking show is 100% free of added salt, oil, and sugar because we want you to thrive, not just survive.”
Unique Selling Proposition – “Our Not-So-Secret Sauce”
SOS-Free – No added salt, oil, or sugar—ever. Just whole, nutrient-packed ingredients that taste as good as they feel.
100% Plant-Based – Everything we make is entirely free of meat, dairy, and eggs. Compassionate, clean, and easy on your body.
Save Time, Stress Less – Our ready-to-go sauces, dressings, and meals help you get a nourishing meal on the table—fast. Because healthy doesn’t have to be hard.
More Than Just Food – We’re a full-on plant-based lifestyle. Shop our cookbooks, cozy apparel, and join the Live Cooking Show community to cook alongside us every week.