This was supposed to be simple.

        Tweak some keywords. Clean up headings. Help Google understand who we are and what we actually do here in Warkworth. That was the plan: quiet, subtle, surgical.

Then the work began—and the truth came out.

       What started as a handful of SEO edits became a full-scale identity overhaul: tone of voice, product naming, website copy, packaging, even the fonts stamped on our bottles and flashed in our reels. We didn’t just optimize; we evolved. 

SEO forced us to answer hard questions:

• Who are we talking to?

• What do we refuse to be?

• What do we sound like when we’re not trying to make everyone comfortable?

The answers didn’t fit inside a meta description. They demanded a rename, a refined message, and visuals that finally matched our spine.

      We retired the “soften it so it’s digestible” era. Our new voice is what our clients already feel in the room: direct, grounded, and fiercely respectful of your time, money, and results. No fluff. No filler. No

       Confession: I don’t like change. I avoid it at all costs. But little by little, the familiar purple had to go. In its place: bold red—black and crimson—like my high-school bedroom walls, only grown up and precise. We’ve always been dark; now we’re done diluting it.

       Typography got the same treatment. If a font didn’t carry weight on glass, steel, and skin, it’s gone. If it didn’t read powerfully in a reel on a tiny phone screen, it’s gone. Every label, caption, and header now pulls in the same direction.

Subtle shifts you’ll feel (and a few you’ll see)

• Website structure rebuilt to be fast, findable, and human.

• Product names and descriptions tightened to reflect what they actually do.

• Black-label packaging sharpened with crimson accents.

• Reel templates and on-screen text unified so our message hits harder, faster.

• Copy that sounds like us—finally.

        Somewhere in those late nights of “just SEO,” we realized the name had to carry our story, not hide it. That meant choosing words with a pulse. It meant owning our lane and our attitude. It meant no more apologizing for being the brand we are.

What’s not changing

Our standards. Our morals. The way we treat every client like a VIP because your purchases literally keep lights on and kids fed. That part stays sacred.

       We’re rolling this out piece by piece—one task at a time—so nothing is rushed and nothing is sloppy. If you notice the shift in your feed, on the site, or in the studio, that’s intentional. The watered-down version of us has ended. This is the aligned version.

      Thanks for sticking with us while we rebuilt the house and then the heartbeat. We can’t wait to show you the finished thing—black, crimson, and unmistakably us.

Dare to be seen.