Day Out
Created playful, on-trend copy for an emerging snack brand’s dessert-inspired line
Challenge
Before Day Out arrived on the snack scene, the brand was named for their packed-with-a-punch product: Protein Power Ball. Founder Becky Pleat started her plant-based business out of necessity. A frequently on-the-go pharmacist, she was so over settling for convenient but unsatisfying bites. She decided to ditch the energy crashers and take matters into her own hands (literally!). She began rolling out “power balls” with simple yet nutrient-rich ingredients from her home pantry. And as quickly as an afternoon craving hits, the answer to this modern snacking dilemma emerged.
With a nearly perfected product, Becky needed help packaging the brand story and benefits so that conscious snackers felt seen and encouraged to own their snacking power.
Capabilities
Verbal Identity, Copywriting (Email, Website, Packaging, Ephemera)
Brand Design, Packaging, Content Creation
Approach
I worked closely with Becky during this early stage to craft messaging and lay the foundations for current, lively, and positive brand expression and consumer connection across channels. Both easing and pumping up the customers’ snack journeys while speaking their language was essential. From mood-fueling emails and a website overhaul to product packaging and special launches, we spread the good news: that Protein Power Ball offered a simpler way to snack better.
“Even sweeter snacking.”
Spotlight: The Dessert Line
As a follow-up to their core flavors, Protein Power Ball launched a dessert-inspired line that satisfies your sweet tooth and skips the guilt. This tasty expansion provided me with an exciting opportunity to pack even more fun into the brand’s tone of voice. Drool-worthy flavor profiles. Cheeky taglines for merch. And print & digital copy dripping with guilt-free goodness.
“Omg I LOVE the flavor-specific [copy] Meaghan came up with. This is amazing!!!”
Becky Pleat, Day Out Founder
Impact
To the founder’s delight, I baked the foundational and dessert line’s copy just right. What started as a dissatisfied snacker’s hands-on pursuit of “better” resulted in setting new standards for those always on the go. Since their first iteration, Day Out has continued to evolve with target consumers and step into more confident versions of themselves and their value proposition—without losing the core verbal strategy elements I helped them identify. They even pivoted to selling solely dessert-inspired flavors!
Now, snackers can shop the sweet, fueling bites alongside the buzziest CPG lineup at spots like Pop Up Grocer, or online for their ultimate convenience.