Tone and voice

Three guiding tones

• Clear
• Informal, and
• Respectful

These run through all the written and spoken word we do. Each piece of comms will takes one as the primary, guiding principle.

Below are notes to help us use each one effectively.

Clear

For making requests, calling for action or sharing transaction details.

Fun and humour take a back seat. We avoid confusion and ambiguity.

We keep this writing simple and to the point.

Informal

For welcoming fans, getting street team member involved in product sampling and generally expressing the brand! This is our most natural writing style and should sound natural when read out loud.

We can get artistic and creative with this. It should be pleasant to read and easy to write :)

Respectful

This tone is for making requests, gathering feedback and working through any serious issues.

Look for ways to be well mannered, considerate and convenient.