Tone Voice & Manner

Our tone of voice defines how we speak and write as a brand. It brings the Medelita 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: Theory, MaxMara, Brunello Cucinelli

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

01 Elegance — Finer things and Luxe

We use words to express finer, higher-end quality and a degree of aspirational opulence, but without vulgarity. We highlight the premium nature of the brand. Quiet luxury.

03 Lifestyle — we uphold an earned status

We evoke an elevated lifestle, full of elegance, ease, and effortless style. We construct evocative imagery within our words to celebrate a preferred lifestyle attained by dedication, innate style and implied intelligence.

02 TExcellence — Inspiring attainment

We use words of aspiration. However We do not exclude or shut out, preferring instead to use aspiration as a vehicle to inspire personal accomplishment and improvement.

04 Classic — Well constructed phrases

We craft our copy to be clear, effortless and classic in its phrasing. We do not need to be overly trendy. Less is more. Select words. Evoke quality.

Some examples incorporating these rules.

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

Example copy

The epitome of refined design, bringing minimalism and clean lines to our new tailored lab series.

Understated luxury to elevate your wardrobe.

A true investment piece.

Too cheap and cheerful. It is all about the savings rather than any talk of investment pieces. And too many exclaimations!!!

Example copy

Check out the chic vibes with our fresh new tailored coat! A fusion of style and savings that won't break the bank!

This jacket brings you on-trend flair with a
wallet-friendly twist!