Tone of Voice – Lenskart

Principles

Our tone of voice is how we speak, across everything we do. These are the principles you should follow when creating communications for Lenskart.

Transformative Inquisitive Accessible Confident

Examples

Here are examples of our tone of voice pillars. Make sure when writing copy that they align to the principles above.

Transformative Inquisitive Accessible Confident

Do's and Don’ts

Here you’ll find some basic do's and don’ts: some top-level writing tips to help markets understand what they should (and shouldn’t) be doing when writing for Lenskart.

Example 1 Example 2

Grammar and Punctuation Tips

Here are some rules we stick to so our writing stays tight  and consistent.

Secondary lines

Here are some rules we stick to so our writing stays tight  and consistent.

Example 1 Example 2

Writing structure

Here we’ve suggested how to structure your writing. It’s not set in stone – you can stray from the format if the application or idea requires, but this should give you a good framework to get started.

Step 1 Step 2 Step 3 Step 4

Longform copy

When it comes to longer-form copy it’s best to focus on the sub-copy. That way, we still catch people’s attention and follow through with an actionable sign-off, while expanding on our ideas. Longform copy isn’t just about the essentials: it’s about using the time and space available to tell a story. Here’s what that could look like:

Example 1 Example 2 Example 3 Example 4

Including our own brands 

Sometimes it’s important to namecheck our own brands. You can do this either in the CTA, or in the subcopy. Let’s start with the call to action. Here’s the headline and subcopy that go with it:

Call to action

This can be a great place to add detail and intrigue about our own brands. Of course, you don’t have to do this for every CTA. If you don’t need to deliver any specific info, consider a more general signoff.

Including own brands in our subcopy  

If you want to draw more attention to our own brands, you can put them in the subcopy instead of the CTA. However, it’s important you make sure the headline matches, like this:

Inspiration

So now you've seen for yourself how we write as Lenskart, it's time to try it yourself. We've included the following examples to inspire your own writing.

Example 1 Example 2 Example 3 Example 4 Example 5 Example 6 Example 7 Example 8

When talking about product-specific options, it’s important people know exactly what we’re talking about. That’s why we lean on our Accessible principle. Here’s what that looks like: