Luv-a-Duck is Australia’s leading producer of premium duck and a proudly family-owned business. The client had engaged Disegno—a Melbourne-based strategic and creative agency—for a full brand refresh.
I’ve admired Disegno’s work for years. They’ve helped shape some of Australia’s most successful and recognisable brands, including many you’d spot on supermarket shelves. Back in September 2023, I sent them a cold pitch—and in January 2025, I had the opportunity to finally work with them, translating Luv-a-Duck’s new brand voice into website copy.
My approach:
The brand voice for Luv-a-Duck is irreverent and humorous, designed to grab attention and make people smile. Therefore, I wrote short, punchy, and playful copy, with a healthy dose of bird and duck wordplay, including the kind that cheekily nods to its rhyme with ‘f*ck’.
The tagline itself is layered: “Tasty as duck” nods to both delicious duck and a cheeky play on “tasty as f*ck.”
I brought that tone to every corner of the website, from filter labels to the newsletter sign-up call-to-action.
That said, clarity came first where needed. For the international or export page, I stripped the tone right back to ensure the messaging was clear and accessible to a global audience.
The result is a website that speaks the brand’s language, while knowing when to play it straight.
Thank you to Alan Jane and Disegno for working with me.
Scroll to read my work ⇣
(or click on the image to read in situ)
Spanning three generations of the Shoppee family, Luv-a-Duck has grown from one man and 20 ducklings in 1958 — to the largest fully-integrated duck operation in the Southern Hemisphere.
So, while the the homepage copy is true to the brand’s playful voice, I dialled it back slightly in the ‘About Us’ section to reflect the brand’s roots—with a tone that carries more care, warmth, and humility.
To do the Luv-a-Duck story, we took a more detailed approach to the ‘About Us’ page—balancing a longer narrative with punchy, personality-filled headings:
Humble Hatchings
Kicks off the origin story with warmth and a wink.
Ducks Take Flight
Shifts focus to today’s thriving, modern operation.
The Golden Standard
Spotlights their unwavering commitment to quality—across their work and the community.
Our Growing Flock
Celebrates their continual product innovation.
For Luv-a-Duck’s recipe page, I wrote descriptive copy for the recipe filters to keep the experience aligned with the brand’s personality.