Fierce Fruit caters to the craft brewing and homebrewing market, so while fruit purees do have other potential uses, I primarily focused on these industries when developing copy for the client’s website.

The website writing was designed to mirror the voice and culture of the craft brewing community: modern, innovative, creative, rebellious, informal, and community-focused. The voice overall is fresh and not too salesy. Short and punchy sentences for were combined with a more conversational tone for technical descriptions.

Target Audience

Customers are typically men, with a growing female audience on the D2C side

Typical age range is 20-40s for B2B and 30-40s for D2C

Interests include craft beer and home brewing

May have tattoos and lead a rebellious lifestyle