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jack & annie's is a vegan CPG startup serving delicious jackfruit-based meat alternatives.

Project Goals

Inspired by a trip to India that changed her life, the founder of jack & annie's, Annie Ryu, started the brand in 2020. By the end of 2021, they expanded into 1,500 retail stores including Whole Foods, Sprouts, and Target.


By 2023, their Senior Marketing Manager tapped me to help them stand out in the sea of plant-based meat alternatives by rewriting their website and building a stronger voice and tone.

The goals of the project were:

  • Produce a research-backed voice, tone, and terminology guide that would appeal to all customer avatars

  • Rewrite their homepage, about pages, sustainability page, and product detail pages (PDPs)

  • Write two new PDPs for upcoming product launches 


Website copywriting, brand voice and tone development




Google Docs



The first step in the web copywriting project was to do a deep dive on their existing voice and tone. I compared jack & annie's to their competitors to find points of differentiation. I, then, conducted keyword research to ensure I infused the website with keywords potential customers were looking for. Finally, I crafted a multi-page voice, tone, and terminology guide with helpful guidelines that they can use for future communications with customers. The next step was to rewrite key pages on their website. jack & annie's opted for the Web Copy Remix package which enabled me to take their existing web copy and rewrite it using the voice, tone, and terminology guide I created. Two weeks of writing and one week of editing later, I delivered their brand new, rewritten web copy with a bow on top. Their Senior Marketing Manager was delighted and just a few weeks later, jack & annie's' website was updated from top to bottom.

The Deliverables that Turned Heads

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  • A completely rewritten website 

  • 18-page voice, tone and terminology guide

  • Two new product detail pages written and launched


"Topaz was amazing to work with."

"We ended up working with her to update our website, and she made it so smooth! The organization she has is unmatched and I felt like I was in great hands. I look forward to working with Topaz in more capacity in the future."

- Taylor Welborn, Senior Marketing Manager, jack & annie's

Ready for the cruelty-free treatment?

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