Website
Hog Island Oyster Co. | Website project management and copywriting - Educational Focus, Sustainable Oyster Farming
About the Project
Creation of a storytelling-based web experience for Hog Island Oyster Co., one of the first farm-to-plate oyster companies in the United States. The project aimed to educate customers on oyster farming, sustainable aquaculture practices, sales locations, and oysters’ positive impact on ocean ecosystems — all while keeping the tone fresh, inviting, and true to the brand.
*page samples are a small selection from the website, selected to illustrate copywriting and content.
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Although Hog Island was renowned for its exceptional oysters, many customers were unfamiliar with how oysters are grown or the environmental benefits they provide. The challenge was to educate and inspire audiences without sounding preachy, making the information as approachable and craveable as the oysters themselves.
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Developed a series of web pages telling “An Oyster’s Journey” from hatchery seed to half-shell, using copy that reflected Hog Island’s values and voice. Key elements included:
Conversational tone — clear, approachable language in bite-sized sections.
Values-driven storytelling — embedding sustainability and transparency naturally.
Narrative flow — framing the oyster’s lifecycle as a story to spark curiosity.
Place-based detail — evoking Tomales Bay and the sensory experience of fresh oysters.
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The resulting web experience deepened customer understanding of oyster farming, reinforced Hog Island’s role as a leader in sustainable aquaculture, and strengthened brand trust. It invited new audiences into the company’s mission while celebrating its culture of stewardship, quality, and fun.
