Pirq was a multitasking newbie in a crowded drink scene. They had created a fun visual brand for their packaging and needed a written personality that matched. I helped translate their feel-good vibe into personable web copy to launch their product, tell their story, and promote their good-for-you ingredients.
What is it? What’s in it? When should I drink it?
Pirq is a multi-functional drink with multiple benefits. I helped carve out its place in a world of kombuchas, protein shakes, and juices:
“Smooth, creamy, and delicious – Pirq is a drinkable snack with a perfect balance of energizing plant protein, powerful superfoods, and healthy fats, made to enjoy anytime.”
So what does it taste like?
Like something that shouldn’t be good for you. I helped Pirq launch their first three flavors without ever taking a sip.
Bright and yellow just like the sun. Coincidence? Absolutely not. This subtly sweet and sip-able flavor is like a hug for your inner self, with the perfect touch of vanilla and a whole lot of soothing.
We won’t tell if you cheat on your morning cup with this velvety smooth flavor. A satisfying blend of cold brew coffee and a touch of caramel you’ll want to reach for again and again.
Meet your newest chocolate craving, a flavor that promises to indulge your taste buds and nurture your body. With a divine blend of rich cocoas, it is both indulgently chocolatey and delightfully satisfying.
A story for every ingredient
Pirq has four main superstars—plant protein, almonds, maca, and curcumin—worthy of their own creative backstory. Yet Pirq also wanted to make sure people understood that every single ingredient had a purpose and benefit. So I brought a little charm to even the most mystical additives.
Vanilla
We craft our vanilla flavor from real vanilla and vanilla extract to make every Pirq Golden Vanilla worthy of its name.
Cocoa
Complex, yet simply delicious. We bring together two different types of Cocoa from the Netherlands to make our Decadent Chocolate taste divine.
Cold Brew Coffee
Morning coffee, but better. Cold Brew Coffee is filtered for less acidity and bolder taste, making our Caramel Coffee flavor an amazing pick-me-up.
Natural Flavors
Natural beats artificial any day—and every day here. Our Natural Flavors are a mix of real cocoa, vanilla, and coffee extracts.
Stevia & Erythritol
100% plant-based Stevia and Erythritol give our beverages a touch of sweetness and zero calories.
Sea Salt
A simple ingredient with impressive flavor-balancing skills, Sea Salt is also a natural preservative to keep our beverages fresh.
Locust Bean Gum
Power to the pod—in this case, carob pods. They give us Locust Bean Gum, which we use to make our beverages thick and creamy.
Sunflower Lecithin
Like a solar-powered blender, soy-free Sunflower Lecithin brings all our ingredients together for a smooth, creamy texture.
Gellan Gum
Plant-based, vegan-friendly, and Whole 30-compliant Gellan Gum takes our beverages from liquid to shake-like delight.
Dipotassium Phosphate
Don’t be scared by its scientific name; this form of potassium helps our ingredients stay together and keeps every beverage smooth.
Pirq is a true, homegrown startup with many facets of good. Founder Minal Bhakta had already articulated much of her story for a brand launch video—I helped condense it to web-ready form as well as crafted the messaging around Pirq’s charitable component.
Client: Pirq, MS Brands Inc.