Objective:

This post is part of my copywriting portfolio and was done as a submission for the Sorted Brand assignment. Sorted is in the business of gut health, but the real task was in simplifying the science without sounding generic. The challenge? Taking a product rooted in function and turning it into something people could emotionally connect with. This project pushed me to balance clarity with warmth, especially in a space that often feels clinical or intimidating.

What I Focused On:

• Tuning into Sorted’s tone — clean, confident, and slightly playful — and pushing it to feel a bit more intimate and lifestyle-forward
• Reworking the landing page copy to be digestible (pun intended) for first-time wellness buyers
• Adding emotional tension to product benefits — making people feel why gut care matters, instead of just listing features
• Suggesting structure tweaks (CTA placement, headline hierarchy, scroll logic) for smoother user experience and trust-building

Time Taken: 2 days (brand immersion, rewrites, voice polishing)

Tools Used: Notion, Sorted website, swipe folder of D2C copy references, ChatGPT for drafts & tone testing

Who Should Check This Out:

Early-stage founders or marketers working in wellness, clean beauty, or science-backed D2C. Especially useful if your product solves a real problem but your copy still feels a bit… shy. Let’s chat if you’re ready to sound less like a pharma label and more like a brand people want in their bathroom cabinet.