Mint Velvet — brand language

Giving Mint Velvet’s tone of voice a fresh, new approach.

  • A page from the Mint Velvet tone of voice guide. This shows a photograph from one of the workshops with the results of a card sort of tone aspects.

    Describing Mint Velvet

    Working for Lark Agency, we built a brand new tone of voice for Mint Velvet.

    Through discovery and workshops, we identified Mint Velvet’s voice and the tone they might use. Once that was in place, we produced a guideline for how to use that tone.

  • The Mint Velvet tone spectrum shows how each tone aspect can be dialled up or down depending on the scenario and context.

    Tone spectrum

    An important part of this tone of voice guide is showing how tone can flex with certain channels and contexts.

    We did this through a tone spectrum. Showing how certain situations can be more creative and sensuous for push marketing, and grounded and helpful for direct customer contacts.

  • Examples for content creators feature highly in the tone of voice guideline. This shows how an email newsletter can be produced with the correct tone

    Examples of tone in action

    It was important to Mint Velvet to see how tone can be applied in given situations.

    We went a step further and provided annotations on where the tone works and where it can be improved.