Do you speak chic?
Mint Velvet
Tone of voice and messaging
We worked with fashion brand Mint Velvet to create a tone of voice as distinctive as their styling.
What we did
Workshops
Tone principles
Tone of voice guidelines
Brand messaging
Training
Easy shapes, beautiful prints and flattering fits – Mint Velvet oozes creativity and flair. But how could this leading UK fashion brand bring the same stylish touch to their copy?
To help them find their voice, we actually started with Mint Velvet’s competitors – how did they sound? What were they doing differently? Then we held workshops with key staff members to dig deep and discover the motivation behind Mint Velvet and the brand’s true personality.
“Style is something that expresses who you are in your own way.”
Iris Apfel, fashion designer and style icon
The next stage was to develop a few different styles and stories, helping the internal team find the voice that fitted them best. After refining their messaging and tone, we brought everything together in Mint Velvet’s new tone of voice guidelines: a bespoke set of principles tailored just for them.
To make sure everyone was comfortable using the new guidelines, we then ran a content creation workshop – a day’s training in how to create the right kind of content using the right tone for Mint Velvet.
Finally, we put all our advice to good use, crafting the copy for their upcoming Autumn/Winter catalogue. Then we simply sashayed away…
