Voice and Tone

Authentically Mint Our voice is the tech-savvy neighbor who's always got the inside scoop. We're friendly, we're down-to-earth and we keep things simple and smart.

Wit and Wisdom We pack a punch with wit, not width. Humor is our ally, but we never let it overshadow the message. We're clever, not loud.

Grammar and Punctuation

Contractions Welcome Contractions keep our tone light and approachable — we're talking with customers, not at them.

Dash It Right We love clarity, so we use dashes correctly — 3, 6, 12-month plans are easier to read and understand.

Writing Checklist

It's About Communication, Not Decoration

• Be concise. Every word counts.
• Cut the fluff. If it doesn't serve a purpose, it's out.
• Speak like a person, to a person. Our customers are our friends.

Stay Minty, Stay Relevant

• Casual, yet precise. We get to the point with a hint of playfulness.
• Engage honestly. We use humor wisely to connect, not distract.
• Be direct. We offer clear benefits and direct calls to action.

Guiding with Purpose

• CTAs in title case for buttons — clear, direct, no shouting.