Appleby Farms

From cow to cone, Appleby Farms crafts delicious, award-winning ice cream in my hometown of Nelson.

Just two years after selling their first scoop, they'd become one of NZ’s favourite artisan ice cream brands with over 175 stockists. With expansion into international markets on the horizon, their one-page website wasn’t doing the brand any favours... so they gave me a call.

I refined Appleby Farms' brand strategy and messaging around the core concept of 'homegrown ice cream' before creating the next evolution of their website. From structuring and wireframing the site to writing the copy and revamping the tone of voice, the website went from ‘meh’ to ‘wow’ in one fell swoop. But I can’t take all the credit. Nick and the team at Frontier Media did a fantastic job at custom-building the whole thing.

I then created product descriptions and packaging copy for their range of delicious ice creams. And yep, I tried before I scribed.

Here's what Mel, Appleby Farms' Marketing Manager, said about yours truly:

"Jo is an absolute pleasure to work with. Not only did she write the copy for the entire site, she also created the structure and content flow. Her expertise in understanding the consumer journey is invaluable!

Jo is patient. She listens. She asks the right questions. She has a way of interpreting information that makes the process feel so much less daunting. I totally trusted Jo throughout the project and she just got it done."

Jo Wigley

Appleby Farms