top of page
Tablet mockups of Mocay’s e-commerce site show the brand's tone of voice, compelling content and strategic microcopy.
  • We were hired by a design agency - Berepublic - to become their content partner for one of their high-end clients: Pascual Group - a renowned Spanish company with a range of more than 200 products, 6 plants, 26 offices, and more than 2,200 employees. This specific project consisted of a total transformation of one of their brands, Café Mocay, by creating a new e-commerce to offer their products to the end-consumer.

    We worked hand-in-hand with their internal team, including a Product Designer and Product Owner, leading the content for the new e-commerce from beginning to end.

    • We conducted in-depth user research to study the different personas with different methods, including user stories, user needs, and content mining.

    • We established the tone of voice and style, crafted the key brand messages, and defined custom writing guidelines to ensure a consistent and user-friendly tone throughout the platform, maintaining brand voice and aligning with user needs.

    • We created clear, concise, and compelling content for the entire journey of the e-commerce, collaborating closely with designers, product managers, and developers.

    • We carefully designed strategic microcopy for various touchpoints, including call-to-action buttons, error messages, and navigation labels, to ensure a frictionless interaction.

    • We followed a process of alignment, research, strategy, ideation, execution, and iterations for maximum usability and conversion.

    • 📋 Resources we created: Tone of voice, style, and writing guidelines, and content spreadsheet for localisation management and easy upload

    • 🔎 Methods we used: Journey mapping, user stories, user needs, empathy map, content mining

    • 🔊 Key channels we worked on: e-commerce

    • Main touchpoints we designed: Product pages, shopping cart, checkout, navigation labels, search, subscription, help, confirmation and thank you pages, error messages and alerts


🔗  Mocay




Food and beverages, E-commerce


Content design, UX writing

“ Bob's team worked very well within our team, being very communicative, open, and participative with the different roles involved. The results of the deliverables have been of quality, very comprehensive, and the creative touch they have given to the copywriting has been of a very high level, we are very happy with the result. The creation of the Excel by pages has been very useful for the final delivery of the contents to the development team. Communication with the client has been very correct and they have conveyed a lot of trust. In addition, they have been flexible with the work and the deliveries, which we appreciate.”

Anna Vicent

Project Manager from BeRepublic

Next project →
← Previous project
bottom of page