Burt's Bees

Burt’s Bees

Burt’s Bees has long held a special place for those who remember tucking its yellow lip balm tins into their jean pockets. Founded over four decades ago by a pair of iconoclastic friends, the brand has always lived its mission of doing things better for people and the planet. Now it wanted to reach a new generation of conscious consumers and communicate the brand’s heritage and values in a more relatable, modern way. It tapped SMAKK Studios to give its site and digital voice a full makeover.

Along with writing for the redesigned site—including homepage, about us, product pages, and campaign landing pages—I created guidelines for how to write for web, social, newsletters, and SMS. This work freed the brand to be more energized and more fun everywhere it reached customers online. I also created messaging for welcome, transactional, and win-back emails that launched with the new site in 2023.

Verbal identity • site copy • emails • messaging

Agency: SMAKK Studios