Tone Voice & Manner

Our tone of voice defines how we speak and write as a brand. It brings the Med Couture personality to life linguistically.

This defines not WHAT we say and every possible subject we may need to talk about – but rather, HOW we say it, and HOW we express it. We have defined linguistic principles and provided some unpacked details for each of them. And there are some example texts to exemplify these various rules.

NOTE: guidance can also be found in the imagery section of these guidelines. Often imagery and adjectives used to guide visuals can also be employed for linguistic copy and tone purposes. It is the same world we are creating, be it visual, aural or copy.

Some Key Words
Words to inspire the right attitude.

Adjacent Brands for Reference: Happy Socks, Kate Spade, Colorful Standard

Linguistic and copy principles: We have split these into 4 distinct aspects, listed below.

01 Joyful — Upbeat and happy

We use words to express happiness, joy and the lighthearted aspects of life.

03 Capture moments — All about now

We construct our words to evoke those special moments between colleagues and friends; the magic shared between a close-knit crew of professionals finding the best out of any situation.

02 On-trend — Keep it current

We use words to enliven the text that are current and trendy. We are free to pepper our copy with up-to-the-minute words, memes and IYKYK pop culture references

04 Human — Keep it real and honest

We use honest, relatable sentences to keep it people-centric.

Some examples incorporating these rules.

This is more understated and highlights the benefits of the product.

Example copy

Step into the world of joyful care-wear with our NEW Pink ME set!

Designed for you vibrant souls in the care world, these scrubs add a pop of happiness to your workday.

Let's make every shift a colorful collaboration.

#pinkme

Too serious and colorless. The information is all there but there is a lack of life and vigor.

Example copy

Crafted with precision and care, our new PinkME set boast cutting-edge design and high-performance fabrics. Experience the perfect balance between comfort and sophistication on every shift.