Setting the tone for Bulk

Bulk had a strong visual identity, but no distinctive or consistent way of speaking. The copy did the job, but it could have belonged to almost any sports nutrition brand.

I created a new tone of voice built around the Focused Gainer: someone who knows training and nutrition inside out, but speaks like a person you’d actually see at the gym. They’re motivational, commanding and confident — they talk like a no-nonsense veteran who has become your PT.

I turned that into a practical verbal system: principles for rhythm and sentence structure, rules for simplifying technical information, a brand vocabulary, and distinct approaches for ecommerce and social. The aim was to make Bulk recognisable through its words as well as its design.

Before and after

Here’s an example of how we used to talk in an old email series:

The old tone: generic and interchangeable with any sports nutrition brand.

And now we talk like this:

The new tone: motivational, commanding and unmistakably Bulk.

I created a voice that could be used across any customer journey while still sounding unmistakably Bulk.