Innocent Drinks is proof that a great brand voice can make even a smoothie bottle unforgettable. In this instalment of the Style Guide Series, I explore how Innocent has built a tone that’s warm, witty, and wonderfully weird and why it works. From hidden jokes to heartfelt campaigns, here’s what we can learn from their copy and how to apply it to your own brand writing.

When it comes to building a memorable brand, few do it better than Mailchimp. In this post, I break down what makes Mailchimp’s brand voice so clear, approachable, and effective — and show how I would adapt their tone across blogs, PR, and social media. This is the first in my Style Guide Series, where I explore how strong brand voices connect, inspire, and build trust.