In early 2019, I had the opportunity to work with Accor Hotels to build the online presence and brand voice of one of its new F&B outlets located at Novotel Cairns Oasis Resort: MOKU Bar + Grill.

The brief in itself was a creative spark just waiting to ignite: fun, tropical and sassy yet sophisticated, reminiscent of the beach clubs in Bali and Europe. Sign me up!

But first: Research

Time to dive into my own market research and audience research. I took a (virtual) trip to Bali to check out the likes of Mrs Sippy, Potato Head Beach Club and La Plancha, before a quick jaunt to the beach clubss of Ibiza, Mykonos and Saint-Tropez— what was working for them and why? What are their customers saying in online reviews? What are the recurring themes or features across each venue? What are their points of difference?

Finding the brand voice

With plenty of inspiration and clearly defined brand values, I began crafting the MOKU brand voice and personality.

Playful and punchy.

Warm and conversational with a hint of sarcasm.

Fun but not flippant. Confident but not cocky. Laidback but not lax.

Writing the website copy

When you’ve got such a fun brand voice to work with, the copy flows easily. There’s a freedom to be creative, jovial and a little bit cheeky.

I knew exactly who the MOKU brand personality was and how it would sound on the page. During the brand voice development stage, I had essentially created an entire MOKU vocabulary, full of words, phrases and colloquialisms that fit the characteristics of the brand.

And the result?

A brand voice that hit bullseye, website copy that oozed with the MOKU brand personality and a very happy client:

“I have just read your work and my heart is full! I love the copy you’ve created for MOKU Beach Club — it is everything our team wanted it to be. I feel like you have captured the MOKU voice perfectly and brought the brand personality to life … Thank you so much for your amazing work. Love it, love it, love it!!”

– Brent Chong | Digital & E-Commerce Marketing Manager, Accor

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