Beatrice Menis Design
Tone of Voice, Naming, Web Copy
“Corinne asked all the right questions, turning my messy thoughts into clear, workable words and phrases that sound like me - but better! Now talking about my services feels so much more aligned with my vision.”
- Beatrice Menis @ BMD
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Beatrice Menis is a Branding + Packaging Designer for fun, independent brands. Bea brought me on board to develop Tone of Voice guidelines for the new boutique supermarket theme she was rolling out across her business. She also wanted snappy, memorable names for her newsletter and packages.
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We came up with the ToV identifiers: Warm Friend, Bouncy and Trend-Led combined with Vintage/Retro. This aligned with her audience of creative influencers, contemporary brands, and Bea’s vibe herself.
As the tone was inspired by a vintage boutique, I also built a sense of place within the copy (using terms like boutique, shelf, aisles, displays, ‘grab a bag’, ‘try before you buy’ etc.).
Bea’s newsletter is about what makes impactful packaging - I called this Shelf Help. I came up with a key phrase: ‘packaging that sings from the shelf’; and the name of her big-ticket, all-in-one offering The Packed Launch.
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Bea’s newsletter ‘Shelf Help’ has a clear distinction, and she loves her new Tone of Voice. The guidelines help her to inform assistants and creative partners of her brand identity, and she’s using it to train an AI agent to create fast copy in her voice.
