Huxberry Website Copy & Architecture

The challenge Huxberry started as a premium organic latex mattress brand. But their vision was bigger—evolving into a full-fledged interior label rooted in wellness and understated luxury. The challenge? Their existing digital presence still read like “just another mattress company.”

They needed a site that could carry this transition. One that didn’t just sell mattresses—but sold a mood. A philosophy. A way of living.

The work I led the copywriting and content architecture for the brand’s new website—crafting a structure and narrative that felt cohesive, organic (literally and tonally), and strategically segmented.

Here’s what I brought to the table:

Positioning & Storytelling: Defined a brand voice that was warm, premium, and minimal—without leaning on tired wellness tropes

Site Architecture: Structured the website flow to serve both product discovery and storytelling, including landing page hierarchy and section breakdowns

Copywriting: Wrote everything—from headline hooks to certification blurbs, category intros to deep-dive product benefits

Audience Balance: Finessed the messaging to speak to two distinct buyer sets—B2C consumers interested in the organic lifestyle, and B2B clients in hospitality looking for quality, hygiene, and fire safety standards

Creative Collaboration: Partnered closely with the designer to ensure copy and design complemented one another with intention and restraint

The result A thoughtful, tactile website that signals the brand’s evolution—while still driving product clarity and conversion. Huxberry’s story now feels as premium as their offering.

View the live site →