Krispy Kreme

Krispy Kreme already had warmth, joy, and plenty of personality built into the brand. The UK and Ireland voice needed to hold onto all of that while sounding natural to the people reading it here.

It also needed to work in the real world. This couldn’t be a set of lofty principles that looked good in a deck but just gathered dust. The team needed practical guidance they could carry into everyday emails, social posts, product launches, partnerships, and retail campaigns.

Alongside that work, the US team needed creative campaign support of its own. That meant moving confidently between related but distinct voices without letting one blur into the other.

I started by getting to grips with the existing brand, the audience, and the character that had made Krispy Kreme so recognisable in the first place.

From there, I developed clear UK tone-of-voice guidance supported by practical examples. The aim was to give everyone working on the brand a shared understanding of how Krispy Kreme should sound, with enough flexibility to keep the copy fresh.

The guidelines were only the beginning. I continued working with the team across emails, social posts, retail messaging, product launches, collaborations, gifting moments, and fast-moving promotional briefs.

Each piece had a different job, audience, or deadline. The voice gave them a consistent starting point without making every campaign sound the same.

The work also included campaign and in-store copy for the US team. That called for a different rhythm and a different set of references, while still feeling unmistakably Krispy Kreme.

Moving between the UK, Ireland, and US work meant understanding which parts of the brand should stay consistent and where the language needed to flex.

What began with voice development grew into an ongoing copy partnership supporting campaigns month after month.

Krispy Kreme gained a practical foundation for its UK and Ireland voice, plus ongoing support to keep that voice consistent across CRM, social, retail, and campaign copy. The relationship has also stretched across three markets and a wide mix of briefs.