Luv-a-Duck is Australia’s leading producer of premium duck and a proudly family-owned business. Luv-a-Duck is a long-term client of Disegno—a Melbourne-based strategic and creative agency. In January 2025, they underwent a full brand refresh, and I was engaged as the copywriter to create a brand tagline and translate their 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.