Cüte Logo

Voice & Tone

Our brand voice reflects our values: sustainable, authentic, and community-driven. We communicate with warmth, clarity, and purpose.

Brand voice

Warm & welcoming

We speak like a friend who cares about the planet. Our tone is approachable, not preachy. We invite people into our community, not lecture them.

Authentic & honest

We're transparent about our mission and realistic about the challenges. We don't oversell or make false promises. Authenticity builds trust.

Empowering & positive

We focus on solutions, not problems. We celebrate small wins and make sustainability feel achievable, not overwhelming.

Usage guidelines

Do

  • Use "we" and "you" to create connection
  • Keep sentences clear and concise
  • Show enthusiasm for sustainability
  • Use active voice when possible

Don't

  • Use jargon or overly technical language
  • Sound preachy or judgmental
  • Make sustainability feel like a burden
  • Use corporate or formal language

Examples

Good:

"Join thousands of people making fashion more sustainable, one secondhand purchase at a time."

Avoid:

"Utilize our platform to optimize your sustainable fashion consumption patterns."