The Unintentional Hilarity of Branding

Our tone of voice is purposeful passion. It is about bringing meaning and credibility to all that we say. It helps us make sure that our words are not only filled with _’s easy warmth, but also have a resounding reason to be there. Copy should always be a balance between purpose and passion, sharing knowledge and opinions in a truly engaging way that resonates with all people. We achieve this by using straight-talking and energetic language.

Straight-talking
Direct, honest, natural, informal, trusted language. Impart knowledge and expertise with others in a generous and easy, yet confident way. Use genuine and accessible words to explain product benefits.

Energetic
Punchy, inspiring descriptions that are full of _’s trademark passion and fun. Use fresh language peppered with playful words to instill enthusiasm and love for good food and good life.

The tone shifts slightly between Mass and Premium: in Mass, there is more freedom to be playful and fun because the products are everyday and simple, so play up the energetic tone. Whereas in the Premium Range the playful tone should be much subtler and the emphasis should be on straight-talking language to reflect the quality.

*This is the brand tone of voice and not instructions for writing copy in _’s own voice. Any requests for copy from _ should be directed to your Licensing Manager.