Noma Collective
A documented voice and four launch pieces for a new Copenhagen restaurant collective. Two months of work; a verbal identity that runs from the website to the menu to the hand-typed reservation confirmations.
The context.
Noma Collective opened a thirty-six-cover restaurant in Vesterbro in spring 2025. Their visual identity had been built by a Copenhagen design studio they liked and trusted; the verbal identity had been left, as it usually is, to the founders. Two of the founders write well; one writes badly; the third does not write at all. The result, by the time we were brought in, was a website on which three voices argued with each other in the same paragraph.
The approach.
We ran a two-week Voice discovery — three founder interviews, six guest interviews from the soft-launch month, a competitive read on how five peer restaurants write today. The voice that emerged was specific, slightly stubborn, and a little funnier than the founders had expected; it sounded like the chef rather than the marketing director. We drafted the voice document around that recognition and produced the home page, the about page, the menu introduction, and the reservation-confirmation email against it.
The outcome.
The four pieces shipped in week six and the restaurant fully launched in week eight. Open-rate on the reservation-confirmation email — the smallest piece in the engagement and the one we spent the most time on — runs at ninety-four percent. The chef has told us, twice, that for the first time he can recognise the restaurant in its writing.
"The Voice — brand voice system + four pieces — 2025, Hospitality, Copenhagen." Casework · Noma Collective
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