Establish Saltz as a challenger brand, with a tone of voice and copywriting that brings light to the shady world of restaurant distributors.
The Background
Vilnius-based tech startup Saltz launched in 2023 with the goal of disrupting an industry that relied on paper forms, phone calls, and secret handshake deals. This is the world of restaurant ingredient distributors. onei
As a challenger brand, Saltz needed to find a way to communicate contrast. It needed to bring to light the problems with “the old way” while offering a path forward to a better future, through Saltz’s D2C online marketplace.
The Process
Combining insights drawn from interviews with the founding team and research into challenger brands from in and outside the category, I defined three key territories for the tone of voice.
These territories included an overview of the brand’s personality, including its quirks and rhythms of speech. The territories pulled in “out-of-category idols” – other brands to emulate and draw inspiration from. This meant Saltz’s personality felt fresh to the category, yet built on a proven approach.
The Execution
I was brought on as both a strategic and execution partner to ensure consistency in tone of voice throughout all copy.
The brand’s personality was deployed in the copy used across the launch website and marketing assets. Each message reinforces Saltz commitment to transparency, premium quality, and its mission to disrupt the distributor industry for the better.
