In 2022, amid a brand expansion effort, Levain Bakery was looking to humanize its voice — to reclaim its origin story as a neighborhood bakery on the Upper West Side of New York City. We partnered on a new brand voice guide to capture the essence of the new direction — Feel more neighborly as we open more bakeries. Lean into our reputation, without being arrogant. — and thereafter collaborated regularly to develop messaging for limited-edition cookies, campaigns, new bakery openings and more.

Ongoing copy briefs ensure new product launches and holidays are introduced in style — with cookie close-ups, joy and a warm sense of humor on email, a-frames and handouts.