Mayven - website
Brand voice development, copywriting, UX Writing
For the full Mayven website, click here
Brief:
Update and streamline copy for the Mayven.co website. Identify Mayven’s brand voice and implement it cohesively throughout all pages and flows.
Research:
In researching our competitors, I identified a range in brand voice from hyper-casual to scientific and authoritative. They have strong, bold hero headlines that capture customers and communicate their mission.
Our hero:
See-results vitamins: Focuses on the effectiveness of our products, in a lighthearted tone.
Evidence based ingredients: Creates trust, emphasizes our science-backed ingredients
Join 100,000+ women seeing viral results: Social proof
Shop our best sellers: CTA
Defining Mayven’s brand voice:
Mayven focuses on accessible, integrated wellness, selling supplement blends for hair care, skincare, and gut health. When considering how Mayven would speak, we first decided which elements of Mayven we wanted to emphasize in order to appeal to our target audience (mostly women, ages 20-65, who value wellness & beauty).
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Natural Wellness: This meant emphasizing USPs like all-natural, paraben-free, non-GMO etc.
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Science Backed: Establishes a sense of trust and authority, which is incredibly important in the healthcare and wellness space.
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Accessibility: We didn’t want to alienate potential customers through fear tactics or overly-scientific language.
Brand voice result:
Mayven’s brand voice can be summarized as “your hyper-cool, very knowledgeable older sister.” She speaks with familiarity and care, and is there to break down all of the science behind Mayven clearly, concisely, and engagingly. Mayven’s brand voice finds the balance between scientific authority and informality, and does so with a handful of jokes, emojis, and exclamation points.
Brand philosophy:
As we built out the website, it became clear that we needed to further define Mayven’s brand philosophy, and help differentiate it from the lengthy list of competitors in the US market. After a few conversations, we realized that our messaging should revolve around the importance of nutrition, and giving your body what it needs. This framed our customer’s beauty concerns as nutritional deficiencies, and our products as the solution to those deficiencies.
Streamlining the message of each Mayven product:
When it came time to present Mayven’s line up, we knew we wanted to maintain the problem-solution framing. Concerns like excess weight and hair loss are occasionally sensitive, and the title “What do you want to focus on?” allows us to breach those topics in a gentler way. Providing one-word “tags” under each product that summarize their purpose allows for a streamlined experience for our customers, who immediately know which product will target their concerns.
