Laura Chenel ‐ Brand Narrative and Voice

The voice of a brand


The Laura Chenel brand sells more than just exquisite goat cheese. It sells a loving mastery of craft and clear vision for a sustainable future. On the heels of a visual packaging refresh, we worked closely with the Laura Chenel team to capture the voice that most authentically communicates the essence of what makes this brand—California's OG (original goat) cheese—so special.

  • Brand strategy & positioning

  • Storytelling

  • Messaging

  • Voice and tone

  • Copywriting

From voice to messaging

A dedicated messaging reference guide is essential for helping marketing teams with multiple writers express the brand voice in a consistent and uniquely recognizable way. Filled with real world, ready-to-use examples, the guide also provides the context that gives writers the space to express themselves creatively when creating new content.

“Working with Active Ingredients on our brand voice was an easy decision — they approach every project with a mindset of caring for the long-term health and success of our brand. The brand voice platform developed was exactly what was missing to take our communications to the next level. The final product was grounded in strategy and beautifully written. I couldn’t be happier.”

Durae Hardy, Brand Manager, Laura Chenel