The story behind the project
Fern & Field made beautiful botanical skincare — but their words sounded like a laboratory manual. “Dermatologically optimised hydration complexes” doesn’t make anyone reach for a jar. The founders wanted packaging, web and launch copy as gentle as the formulas inside.
I interviewed twelve customers and mined 400+ reviews for the language real people used: “my skin can breathe”, “like a Sunday morning”. That vocabulary became the new voice — warm, plain-spoken, quietly confident — rolled out across 30+ touchpoints in six weeks.
How it was shaped
The risk with “gentle” is sounding vague, so every soft line was paired with a concrete proof: ingredient percentages, usage rituals, honest timelines (“softer in ten days, not overnight”). Warmth earned trust; specifics closed the sale.
“Skincare that speaks softly — and means every word.”
—New Fern & Field tagline
