Exploring what happens when a brand's voice moves from marketing into product. Nando's is warm, cheeky, and surprisingly self-aware in its marketing, but like most food apps, its ordering experience uses neutral, interchangeable language.
Adapting Headspace's calm, supportive tone for a Romanian audience that's skeptical of wellness culture and responds to practicality over polish. Includes microcopy, cultural strategy, and a full launch campaign concept.