Sophie Lain


Gousto Brand Evolution

From “Unbox Possibility” to “Give it some Gousto”

With thousands of subscribers, and over 1 million meals delivered every week, Gousto is one of the fastest-growing tech companies in Europe – and the UK’s no. 1 recipe box. Powered by data, A.I. and our deep passion for food, we’re on a mission to be the nation's most loved way to eat dinner, bringing customers a smarter way to shop, cook and eat. We can't wait for more people to discover our boxes up and down the country.

Our new brand spirit is 'Give it some Gousto' – an attitude and flair that influences everything we do, and embodies the three tiers of our brand personality: A look and feel that's Confident, Colourful and Creative.

Short marketing copy examples

Headline examples

Working with the design team on more copy-led box and ingredient packaging

“There has been such a MASSIVE step change in copywriting since Sophie joined Gousto. She's injected so much personality into the brand and has worked collaboratively and effectively with Matt and Superunion to develop a truly ownable tone of voice. Sophie has set clear guidelines and best case examples, working hard to maintain the standards of copy across all briefs.” Anna Greene, Gousto Brand Director

Sneak peek at our Tone of Voice guide

Tone of Voice workshops with our Customer Care Team

“The work that Sophie has done to empower and train Customer Care on our brand tone of voice is (I believe) her single biggest achievement. Sophie gave a lot of consideration to the content of the sessions, ensuring they were both informative and engaging. She showed confidence and deep expertise, using interactive exercises to get the team solving copy/tone challenges that would equip the team with helpful techniques to apply on the job. The results speak for themselves and it’s wonderful to see such glowing feedback from the team.” Matt Price, Gousto Head of Creative

“I sometimes feel hesitant to make an email/response more personal but this assured me I was in fact giving better service by doing so. confidence booster” CC Agent

“Great tips on using different terminology, helpful in replying to customers that have experienced the same issue multiple times and need an adapted response to the macro” CC Agent

“The sessions that Sophie ran for the CC team were so valuable. The team are more engaged and immersed in the brand than ever before!” Senior CC Agent

January ATL campaign

“ Sophie stepped in on the ATL campaign, providing clear, concise and helpful guidance to make the copy tighter and more impactful. The results speak for themselves and great to see Sophie’s headlines featuring on our OOH campaign up and down the country.” Anna Greene, Gousto Brand Director


Head of Creative: Matt Price
Senior Copywriter: Sophie Lain
Senior Designers: Nicola Woowat & Dan Bown
Head of Brand & PR: Carlie Wittred
Brand Director: Anna Greene
ATL Agency: M&C Saatchi
Branding Agency: Superunion