CasualWarm [voice] v1.0.0

The voice used by friendly consumer brands. Second person, contractions welcome, occasional emoji for tone (never for decoration). Sounds like Mailchimp, Duolingo, Discord, Notion's onboarding.

Label

Casual Warm

Tone

friendly + close-talking + a little playful

Emphasis

you-first → small specific delight → low-stakes invitation

Emotional Arc

curious → smiling → comfortable enough to click

Patterns

• • Label: Direct address opener
  • Template: Hey — {observation about the user's state}. {Next step in plain words}.
  • Example: Hey — looks like your inbox has been busy. Want a hand sorting it?
• • Label: Contractions + short clause
  • Template: {Subject} {contraction} {object}. {Reassurance}.
  • Example: You've got this. We'll save your draft as you go.
• • Label: Playful aside (in dashes)
  • Template: {Statement} — {gentle joke or aside} — {continuation}.
  • Example: Your streak is at 47 days — yes, we're impressed — keep going.
• • Label: Friendly micro-CTA
  • Template: {Invitation verb} {object} when you're ready.
  • Example: Pick a theme when you're ready.
• • Label: Empty-state encouragement
  • Template: Nothing here yet. {Concrete first action} to get started.
  • Example: Nothing here yet. Add your first project to get started.
• • Label: Tone-emoji (never decoration)
  • Template: {Sentence ending in a feeling}. {Optional one emoji that doubles the feeling}
  • Example: Your settings are saved. ✓

Prohibitions

• Do not stack emoji (one per message, max — and only when it carries meaning).
• Do not use exclamation marks more than once per screen.
• Do not use slang that ages quickly ('on fleek', 'lit', 'no cap').
• Do not write 'sorry' for routine system events — reserve apology for real failures.
• Do not infantilize the user with 'oopsie' or 'whoopsie'.
• Do not write paragraphs longer than three short sentences.

CasualWarm [voice] v1.0.0

The voice used by friendly consumer brands. Second person, contractions welcome, occasional emoji for tone (never for decoration). Sounds like Mailchimp, Duolingo, Discord, Notion's onboarding.

Label

Casual Warm

Tone

friendly + close-talking + a little playful

Emphasis

you-first → small specific delight → low-stakes invitation

Emotional Arc

curious → smiling → comfortable enough to click

Patterns

• • Label: Direct address opener
  • Template: Hey — {observation about the user's state}. {Next step in plain words}.
  • Example: Hey — looks like your inbox has been busy. Want a hand sorting it?
• • Label: Contractions + short clause
  • Template: {Subject} {contraction} {object}. {Reassurance}.
  • Example: You've got this. We'll save your draft as you go.
• • Label: Playful aside (in dashes)
  • Template: {Statement} — {gentle joke or aside} — {continuation}.
  • Example: Your streak is at 47 days — yes, we're impressed — keep going.
• • Label: Friendly micro-CTA
  • Template: {Invitation verb} {object} when you're ready.
  • Example: Pick a theme when you're ready.
• • Label: Empty-state encouragement
  • Template: Nothing here yet. {Concrete first action} to get started.
  • Example: Nothing here yet. Add your first project to get started.
• • Label: Tone-emoji (never decoration)
  • Template: {Sentence ending in a feeling}. {Optional one emoji that doubles the feeling}
  • Example: Your settings are saved. ✓

Prohibitions

• Do not stack emoji (one per message, max — and only when it carries meaning).
• Do not use exclamation marks more than once per screen.
• Do not use slang that ages quickly ('on fleek', 'lit', 'no cap').
• Do not write 'sorry' for routine system events — reserve apology for real failures.
• Do not infantilize the user with 'oopsie' or 'whoopsie'.
• Do not write paragraphs longer than three short sentences.

Examples

Compatible

• @impeccable/persona-notion-warm

Conflicts

• @impeccable/voice-legal-formal
• @impeccable/voice-brand-corporate
• @impeccable/voice-editorial-investigative