06 — Voice

Write like the friend who’s done the route.

Calm, specific and kind. We tell people what the thing does and when it’s the wrong choice. Then we stop.

Plain over clever

If a pun makes the sentence harder to read, cut the pun.

We say

Keeps you dry in a downpour.

We don’t

Weather? Whatever.

Specific over big

Numbers, materials and places beat adjectives every time.

We say

380 g. Fits in a jacket pocket.

We don’t

Incredibly lightweight.

Warm, not cute

Friendly, never chummy. No exclamation marks in product copy.

We say

Good choice for a first overnight.

We don’t

OMG you’re gonna LOVE this!!

Before and after

Real copy, rewritten.

From product pages, emails and the shop floor. The after is shorter every time.

Product page

Experience unparalleled comfort with our revolutionary next-gen fabric technology.

Brushed merino. Warm when it’s wet, and it doesn’t smell after three days.

Email subject

🔥 HUGE savings you can’t afford to miss!!! 🔥

Last year’s rain shells, 30% off until Sunday

Error message

Oops! Something went wrong. Please try again later.

We couldn’t save your address. Check the postcode and try again.

Repair card

We are committed to sustainability across our value chain.

Torn it? Send it back. We’ll fix it for free for five years.

Word list

Words we reach for, and words we leave behind.

Use

repair

pack

weather

walk

made in

grams

weekend

keeps you dry

last season

Avoid

✕ epic

✕ conquer

✕ game-changing

✕ revolutionary

✕ beast mode

✕ extreme

✕ unparalleled

✕ crush it

✕ eco-friendly

07 — Next

Imagery

Next chapter

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