tone of voice
Perky
- Be punchy, concise and simplify, wherever possible. If you can chop something out, do it.
- Use calls-to-action, or questions, to wake your reader up.
- Use contractions to keep things conversational.
Positive
What we’re doing for people and our planet is extremely positive, so let’s show everyone the confidence we have in our cause. Let your words brim with a belief in a better tomorrow.
- Exclamation marks are ok, but please don’t go OTT!!! (like that). The same goes for ALL CAPS.
- Be optimistic, but stay realistic – we don’t ignore the things we don’t like about the world, we just choose to focus on the good stuff.
- We aren’t humble or self-deprecating, but we don’t do cocky either.
Playful
With a name like Unbeleafable, fun (and the odd pun) come naturally. Although we love to play around, it’s important to never stray too far into silliness. We want to be entertaining, but also be understood.
- Use alliteration, onomatopoeia, or the occasional rhyme to add rhythm.
- Mix up sentence length to keep people engaged.
- Humour is welcome, but make sure it’s used to support key messages, not replace them.
Pleasing
Food must always sound appealing and our leaves are no exception. It’s not enough to call them tasty, so find ways to describe them that help people understand their deliciousness.
- Think about colour, texture, shape, size, flavour and possible pairings.
- Don’t use luxurious, elitist or suggestive language. As lush as they are, it is never okay to call our leaves ‘sexy’.
- Think beyond taste – there are many other reasons why our leaves are appealing (see our Messaging Hierarchy for inspiration)
How we sound
TOO LITTLE
TOO MUCH
JUST RIGHT
That’s amazing, isn’t it?
That’s out-of-this-world excellent
That’s UNBELEAFABLE!
Won’t wilt, so you won’t have to throw them away
Say so long to binning soggy bags of sludge forever
No wilt, no guilt
We don't use pesticides
We got rid of dirty chemicals and other icky stuff. Eugh!
Grown with no nasties
Our salad lasts longer
Our salad is literally immortal
Our salad has serious staying power
Very tasty rocket
Rocket so powerful it'll knock your socks off
Peppery rocket with a proper strong punch
Get in touch
Please send us some lovely feedback on our products
Lettuce know what you think
We’re not like those other leaves...
The words to the right don’t describe our products, but we can use them to inspire us when we’re telling people what makes our leaves so brilliant.
For example:
- Our leaves aren’t lacking in life
- Dry, damp and limp aren’t in our dictionary
- Now you don’t need to pick leaves that don’t last!
Fiddly bits
A few other rules for making sure we sound right.
BRITISH BY NATURE
Always use British English spellings, please.
CHECK FOR THE TRADEMARK
Please include the registered trademark symbol (®) after the first use of our name, in body copy and headlines. Exceptions can be made for captions and supporting copy across owned social media channels and for internal documents.