• Consulting
  • Copywriting

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Sugar & Vice is an owner-managed lifestyle brand that sells bespoke homeware products via their own online shop, through bespoke retailers across South Africa, as well as in the UK, New Zealand and France.

We were recruited to consult on content and brand strategy, and advise on communication best practices. We jumped at the opportunity to work with this dynamic brand, which was started from scratch by Natalie van Dijk in 2014. The brand’s ethos, as well as Natalie’s energy, enthusiasm and entrepreneurial spirit, is something we really identify with here at One Day.

our solution

As is often the case with self-starters, Natalie was already ticking all the boxes with Sugar & Vice. The database is of a decent size and they regularly send out newsletters, their social media following is dynamic and mostly engaged, and the website is regularly updated with content.

As such, our role has been to look at ways to further optimise the brand’s online offering through a more diverse content offering. From ensuring the copy is sharper to recommending variations on their visual style for specific purposes, the consulting work varies from week to week… and that’s very exciting.

We found our value to be in offering a second opinion, a fresh eye and an objective angle. When one is very close to a brand (as small business owners invariably are) it is often difficult to see things from the user/client’s point of view – be that related to the kind of content you’re producing, or the way you align the text in a newsletter, it’s always useful to have the objective opinion of an outsider.

Sugar & Vice is passionate about collaborations, and we’ve been able to leverage our network to introduce them to some other dynamic brands and they are now looking at ways of hooking up to make magic. We’re excited to see what happens here. We love connecting people because we believe we’re stronger and more creative when we work together.


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