Brand Voice

The voice in one line

Write like the dinner-party host who has it all together and isn't trying to prove it.

Brand Voice (v1) — the canonical doc — five pillars with examples, full word lists, channel-by-channel before/after rewrites, tagline candidates.

Quick reference

Where this summary and the doc disagree, the doc wins.

• Pillars: plainspoken · observational · knowingly warm · confident, never braggy · gently funny
• Use: easy, throw on, just packed, lived-in, soft, the one piece, made for the trip, washes well, no fuss, here we go
• Avoid: luxurious, premium, elevated, curated, technical, performance, gear, engineered
• Tone references: Cup of Jo, Hill House Home, Doên, Sézane, Tuckernuck
• When unsure: pick the phrasing that signals less effort

Full Markdown port retired July 2026 (git history).

Last updated by Trevor McCormick at 2026-07-09 08:04