As passionate advocates of everything Argentine, Gaucho wanted their website copy to educate and inspire their guests.
We wrote articles about Argentine food and culture to illustrate the group’s connection with the country, and crafted restaurant profiles that capture the nuances of each site’s interior and neighbourhood. We also created straplines, headlines and microcopy in keeping with the group’s tone of voice.
To help them preserve the site’s personality when adding new content, we devised tone of voice and copywriting guidelines as a reference for Gaucho’s marketing team.