Pret

Copywriting + storytelling

Writing the narrative for Pret’s Good Stuff book, in-store displays, and packaging.

Every couple of years or so, Pret shares their values and vision in the form of Good Stuff.

Good Stuff is a narrative that sets out Pret’s fresh ideas for their menu, staff, and sustainability goals. You might pick up a copy and leaf through it at lunch, or read it on the wall — distilled as Passion Facts — while you queue for coffee.

The work

Project goals:

  • Write the narratives for the Good Stuff book.

  • Refine the Good Stuff messaging to create Passion Facts for in-store signage.

  • Develop the messaging for Pret’s Christmas campaign, highlighting the work of the Pret Foundation in alleviating homelessness, for coffee cups, napkins, and sandwich boxes.

A Pret in-store sign showing a photograph of mushrooms styled as a cute bear, with the headline 'Eat like a bear'. The content is about eating a balanced diet and Pret's expanding veggie range.
A Pret in-store sign showing a photograph of a coffee beans, leaves and a mango slice styled as a toucan, with the headline 'A way of life'. The content is about Pret's commitment to supporting organic coffee farmers for a sustainable future.