Compelling copy and engaging editorial


THE CLIENT: tibits, a pioneering and cosmopolitan vegetarian restaurant brand launched in Switzerland in 2000 by the three Frei brothers, with the help of their friends at Hiltl, the oldest vegetarian restaurant in the world. With nine branches in Switzerland, and one established in London’s Mayfair since 2008, the company opened its second UK branch on Bankside in summer 2017.

THE JOB: Be Content supported tibits in launching the Bankside restaurant, supplying copy for signage and printed materials. Informed by new trends in thinking around plant-based eating and nutrition, the copy was written to appeal to vegetarians, vegans and meat-eaters embracing alternatives. In a tight word count, it highlights the appeal of the restaurant’s globally inspired menu using fresh, natural produce, its relaxed ambiance, and wide range of choices for mindful eating. Positive messages regarding health, the environment, and being in control of one’s diet are channeled with a sense of enjoyment and liveliness, along with a feel for the new setting. Meanwhile practical information on the buffet dining experience, drinks offerings and take-away service are transmitted in appealing packages.