Portfolio

A pre-launch supplement brand targeting consumers who enjoy caffeine but are sensitive to its effects. The founder had a strong concept and clear brand voice. The difficulty was in how that idea showed up in the language: early messaging framed the product too closely as a solution to caffeine side effects, creating implied symptom-relief risk under UK CAP/ASA guidance.

The work involved reviewing proposed taglines, educational content, and formulation-level claim eligibility, then restructuring the positioning so it could be supported by authorised UK health claims without losing the brand's original feel.

High-risk language was removed or reframed before launch. Educational content was retained for SEO value but separated from product references to remove implied treatment associations.

The founder left with a messaging foundation she could use consistently across ads, packaging, and content, without second-guessing the wording every time.

"I came to Victoria feeling completely overwhelmed about what I could and couldn't say. She helped me understand exactly which claims were allowed, which carried risk, and how to reframe the language so it stayed compliant without losing clarity or appeal." — Founder

A children's supplement brand built around nutritional products and family rituals, using emotionally resonant language centred on calm, confidence, and bravery. The challenge was navigating how that emotional positioning showed up in product messaging, particularly where language risked implying emotional or therapeutic outcomes in a children's context.

The primary risk wasn't isolated wording. It was how emotional language, rituals, and products were being read together across different channels.

The work involved separating sales-intent assets from non-sales contexts, restructuring product copy to lead with nutrition rather than emotional outcomes, and putting creator and social guidance in place so the brand's emotional depth could be retained without creating implied claims.

The result was a clear, repeatable framework the founder could apply consistently across future content and campaigns.

Note: These samples are based on mock scenarios and anonymised examples.

This example shows how I rewrote a flagged Amazon listing for ULTRAOMEGA Heart Hero Capsules. The original product description contained multiple high-risk violations, including unauthorised disease claims, unsubstantiated research claims, and banned drug references. These triggered platform rejections and posed a significant regulatory compliance risk.