The challenge
With the brand identity becoming more consistent across channels, the focus shifted inward — to the website itself. The Vos Koffie website had grown organically over time, and with it came some friction: product pages with copy that didn’t reflect the premium feel of the brand, a structure that didn’t always guide visitors where they needed to go. The goal was to make the website work harder — for both new and returning customers.
The process
I started with an audit of the website’s information architecture, mapping out where visitors were likely dropping off or getting lost, and restructured key navigation to create a clearer path to purchase. Alongside this, I rewrote the copy on the product pages — reducing the cognitive load and making it more consistent, more on-brand.
To support customer retention, I also reviewed and rewrote the re-nurture email flows, sharpening the messaging and media to better reflect the brand and give lapsed customers a genuine reason to return.
On the marketing side, I created visual content for social media channels and the product pages on the website, which are also used for the Google and Meta ads— ensuring the brand showed up consistently whether someone encountered it online or out in the world.
My role
- Audited and improved information architecture of the website
- Audited rewrote copy on product pages of the website
- Created branded visual content for the website, social media channels and offline marketing
- Implemented changes to the product cards in CSS
- Audited and rewrote copy for renurture e-mails
- Designed and produced content for Google and Meta ad campaigns and billboards
Skills I applied for this project
