Writing By Phil

Client Work

Garden Protein International

Created by Yves Potvin, Gardein is one of North America’s leading plant-based food brands, based in Canada and distributed worldwide. Working remotely from Greece, I coordinated with Yves and his Vancouver team as lead copywriter for the brand, on a monthly retainer, during a 2+ year period of growth that ended with the company’s sale.

As a long-time vegetarian, it was work I cared about and enjoyed.

Gardein Brand Platform

I wrote Gardein’s core brand strapline and manifesto, defining the voice and positioning that anchored the business during a key growth phase.

Food Packaging Copy

I wrote packaging copy across a 30+ product range, translating the brand’s taste-first positioning into clear, persuasive on-pack messaging.

Social Media Promotions

I wrote social media content for launches, campaigns and day-to-day engagement, using humour and wordplay to build the brand’s online presence.

Bookzio.com

I wrote the core website copy for Bookzio.com, a curated ebook deals platform serving 100,000+ subscribers.

The brief was simple: make signing up effortless, keep the tone human, and let the books do the heavy lifting.

Website Copy & Platform Messaging

I developed Bookzio’s brand voice across the homepage, genre feeds, and services page, adding character without interrupting a visitor’s momentum. I shaped a friendly, playful tone that projects the platform’s personality while staying out of the way of the books.

Konscious Foods

Following my work on Gardein, I was invited to write for the launch of another of Yves Potvin’s pioneering vegan food manufacturing brands, which launched in 2023. I focused on capturing the brand’s commitment to creating wholesome, plant-based sushi meals without compromising on taste, resonating with health-conscious individuals seeking nourishing alternatives.

Brand Promotion Copywriting

I worked with Yves Potvin’s team on elements of the Konscious Foods brand and promotion in the early days of launch…

Guest Hotels Group

I helped bring this group of five boutique London hotels to life through carefully crafted copy. Using humor, descriptive language, and a personal touch, my writing helped to entice prospective guests to make these hotels their home away from home, whilst enjoying the hidden gems of the city, creating unforgettable memories.

The Jones Hotel Brochure copy

I helped develop The Jones hotel’s brand voice with this brochure copy…

The Nest Hotel Brochure copy

I helped develop The Nest hotel’s brand voice with this brochure copy…

Hotel Website copy

The Concierge Club

The Concierge Club was a partnership project with Guest Hotels. Hotel Guests were given free access to the club for the period of their stay. Otherwise, it was a paid annual membership. Club members got access to major cultural events across London, free or at reduced price. Having no clubhouse, copywriting was the primary carrier of the club’s voice and personality.

Club Members’ Handbook

This members’ handbook set the writing style for all future communications with members…

Club Online Sales Letter

I wrote the main long form sales letter for the Concierge Club, which became adapted into many forms — this is an example of how I adapted it for use on the website…

Club Sales Copy (Long Form)

I wrote the main long form sales letter for the Concierge Club, which became adapted into many forms…

Guest Invest

Guest Invest was a financial arm of Guest Hotels, and a new concept at the time — the selling of hotel rooms as investment tools.

Guest Invest Media

My concept work for Guest Hotels found its way in the Guest Invest advertising and promptional work…