What do you get when you put two ninja copywriters in the same room together? A kick-ass time.

The scope of this project was to create a new tone and voice for a company that was looking to rebrand. My creative director and I had a blast analyzing the English language during this five-month project. Not only did we drink copious amounts of coffee, but we can officially spit random coffee facts for days with all the background research we did before writing this content.

In the following sections, I’ll use one example to take you through the iteration process and unveil the finished product at the end.

1. Identify brand values

   BRAND VALUES

    

   Creative

   Dynamic

   Curious

   Tasteful

   Diverse

    

   Creative

   We are passionate and love originality. We are explorers of uniqueness and seekers of innovation. We are not just coffee lovers.

    

   Dynamic

   We are not scared of changes, never hide, and feel comfortable in all kind of environments. Because we that’s how we to keep on learning.

    

   Curious

   We like to chase new ways to enjoy. And we choose to make our own world out of them. See things differently leads us to embrace the unexpected.

    

   Tasteful

   Pleasure hunt and quality is in our DNA. We love to test our senses and bring out the flavor out of everything. Life tastes so good, and so do our drinks.

    

   Diverse

   We believe diversity is the new wealth. That’s why varieties are in our core. We have a wide range of products, because we connect with a wide range of personalities.

2. Determine the Tone and Voice

The tone of voice for the brand is essential. By developing a solid tone and voice, you can stay rest assured that you’re on the right track. The tone of voice is a good reference point when you start to veer off track. 

Brand Voice

The way we talk is the way we are. Our voice doesn’t only express what we do but how we build relationships with our consumers.

Our voice is:

Professional & natural

We are not afraid to appear as experts, but without any pretentiousness.

Friendly, without being over-familiar

We talk warmly to “you”, the consumers, without trying to sound like their best friend.

Intriguing, rather than imperative

We use questions to raise curiosity, rather than ordering with exclamation marks.

3. Give concrete examples of the Do’s and Don’ts

By identifying the Do’s and Don’t, you’re able to provide clear examples of what is good language and what is, well not. The example below illustrates that the tone of voice should lead with questions and we should refrain from being overzealous with our exclamation points.

DO’S AND DON’T’

We’d rather say:

Ready to make your first drink?

Hot or cold, long or short, we’ll help you make it perfectly.

Than:

Let’s make your first drink!

Time to make your first coffee! Woo-hoo! Let’s make it perfect.

PRODUCT STORYTELLING

Drinks with personality

As we know everyone has its own tastes at Nescafé Dolce Gusto we offer products for each one. Because there are as many personalities as ways of enjoying a coffee, tea or chocolate.

So, shall we define coffee or let coffee define you? Let’s do both. Every beverage has a unique feature that shapes its personality, and so, its story. We will link it to consumer insights and interests to let them go through the product experience and connect to their personality and taste.

How are we going to structure the storytelling?

Keeping it short, interesting and suggestive.

Short description

The first glimpse. We’ll show easy and direct features of the product.

Long description

We’ll highlight the main feature that embodies product personality.

Product story

We’ll link product personality to consumer insights.

Origin

We’ll travel to discover where this connection comes from.