Portion IQ Brand Positioning, Tone of Voice & Web Copy
Brand positioning and tone of voice strategy for a science-backed GLP-1 support nutrition launch.
PortionIQ is a science-backed support nutrition brand from Cambridge Nutritional Foods, created specifically for people using GLP-1 medications and those managing their weight.
Working in partnership with ThinkOTB (Headingley, Leeds), I was commissioned to help shape the strategic foundations of this new brand following its transition from DayFuel to PortionIQ. The brief was clear: build a confident, structured messaging framework that would define what the brand stands for, how it speaks, and how it shows up in the real world
My role began at product level. I deconstructed the entire range using detailed FAB tables to fully understand the nutritional logic, ingredient rationale, and proof points behind every shake, soup, snack and hydration product. From there, I rebuilt the proposition from the ground up.
This included:
• Defining the core brand house and boiled-down positioning (“Portion with a purpose”)
• Clarifying the value proposition around science-backed support nutrition
• Building a GLP-1 focused audience messaging matrix (pain, motivation, message, proof)
• Refining “support” language to ensure compliant, credible communication
• Establishing clear tone of voice principles — empathetic, educational, credible, and human
The goal wasn’t to create marketing fluff. It was to deliver usable tools, a working framework the team could apply immediately across web, social, product copy and launch assets.
Once the foundations were agreed, I rolled the strategy into practical execution, including homepage messaging, product introductions, and social content designed to speak directly to GLP-1 users in a way that feels supportive, clear and grounded in science.
This project is a strong example of how strategic copywriting goes beyond words. It’s about understanding the product at a granular level, identifying audience motivations and objections, and building a structure that allows a brand to communicate with confidence and consistency.
You can explore the live brand here:
https://www.portion-iq.com/