Page 20 - brand manual

OUR TONE OF VOICE

Use conversational
language and colloquial-

isms. Write as you would
speak.

Simplify. It doesn’t have
to be short, but it does

have to be clear.
Tell the user what they

want to know, not what
we want to tell them.

Although Baby Cuddle
may be considered the

fun, sometimes playful,
jargon and slang terms

should be avoided.

Be confident:
Be simple and direct.

Avoid long, hard words
and formal language. Let

words flow naturally, as if
they’re being spoken. Try

not to say too many
things at once.