Brand voice, content strategy & copywriting for a restobar
Monty Majeed
Building BU.MI’s voice, strategy,
and digital presence
BRAND BASICS, VERBAL IDENTITY, COMMS STRATEGY, COPYWRITING, MENU CONTENT STRATEGY, CREATIVE PROJECT MANAGEMENT, DIGITAL PRESENCE
CONTEXT & CHALLENGES
BU.MI, Trivandrum’s first experiential restobar, is a space based on the four elements of nature, designed as a calm respite from the city’s chaos.
The founders approached us pre-launch, after an unexpected setback with previous creative partners.
They had a powerful concept but needed help refining their brand story, aligning their communication, and creating a consistent experience across all touchpoints, from menus to social media.
GOALS & OBJECTIVES
Define BU.MI’s brand story and verbal identity
Create a cohesive tone of voice rooted in their brand vision
Ensure all customer-facing content feels premium and consistent
Build tools and systems for long-term clarity and consistency in communication
OUTCOME
This work helped BU.MI launch with a unified, authentic voice across touchpoints, reinforcing its identity as a sophisticated, grounded, and experiential brand.
Define BU.MI’s brand story and verbal identity
Create a cohesive tone of voice rooted in their brand vision
Ensure all customer-facing content feels premium and consistent
Build tools and systems for long-term clarity and consistency in communication
“Monty understood our vision almost immediately and consistently went above and beyond in every deliverable. The strategy, planning, and content developed were perfectly aligned with our brand and objectives.
Her dedication, creativity, and commitment to excellence are truly commendable. We are incredibly grateful to have partnered with her.”
Nanthu Oommen Raju & Reshma B. Ramesh, Founders, BU.MI
DELIVERABLES
Brand basics, vision, mission
Tone of voice, brand personality, messaging pillars
Menu content strategy and copywriting (in collaboration with founders, chef, and designer)
Founder story and press note
Initial digital presence (social media strategy, copy and creative direction)
Internal brand training notes
Feedback forms and review reply templates
Reservation scripts and digital messaging templates
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Posted Nov 12, 2025
Developed BU.MI's brand story, verbal identity, and digital presence pre-launch.
