Tone of Voice
The team at Minchki Studio pulled me in for this one. Turns out, slipping into a summer state of mind is even easier when the brief’s this good.
The Brief
Summer Away was born between Mumbai and New York, making premium vacation wear that’s as serious about Indian craftsmanship as it is about chasing the sun. The problem? Their voice hadn’t packed yet. They needed words that felt as easy as slipping into linen on a 30°C morning but grounded enough to outsmart an industry fluent in greenwashing.
My mission was to bottle up the essence of endless summer into a voice that was free-spirited, grounded and self-aware, and to make it sound as fresh as a boarding pass in your hand.
The Approach
I built a voice that moves like their clothes do: light, breezy but with structure where it counts.
Free-spirited enough to conjure spontaneous getaways and golden-hour Aperols.
Grounded enough to show off their Indian heritage and commitment to sustainability without slipping into eco-preach.
Self-aware enough to admit that neither they (nor fashion as a whole) have nailed perfection — but they’re striving for better.
From there, I developed copy guidelines and stress-tested the voice across every channel — from manifesto to social captions — to make sure it sounded unmistakably Summer Away.
Words like summer, escape, getaway repeated often enough to build equity (and wanderlust).
Wit that’s subtle, not slapstick.
Guidelines that flex from emails to Instagram captions to product pages without breaking tone.
Then, I tested the voice in action: from welcome emails that greet you like an old friend to social captions that make you want to pack light and book a one-way ticket.
TAGLINE
Mindfully made in India. Born for leisurely escapes.
The Result
Summer Away’s brand now sounds like it belongs under the sun. Their copy is confident but never preachy, evocative without being overblown. It’s aspirational and accessible, sparking wanderlust without slipping into fluff.
Snippets in action
Website
“We craft premium vacation wear for those who embrace the art of leisure with every fibre of their being. Here, the essence of summer is always alive, no matter the season.”
Social
“Good ethics look better anyway.”
“Meet your OOO attire.”
“Pack light, live big, and let the journey unfold.”
“Responsibly made in India. Best enjoyed under the sun.”
Product copy
Romana Pants: “The most versatile piece in your wardrobe — your ticket to traveling light.”
Bondi Shorts: “The goes-with-everything essential. Getting dressed? Easiest decision of the day.”
Or, as their manifesto puts it:
“It’s morning in St. Tropez, and the air is warm from the sun’s first light. You slip into something that feels effortless, like the sea breeze — comfortable, free and just the right amount of chic. That’s the spirit we create. We exist for women who want comfort without compromise, who embrace the moment and understand that a little sunlight can change everything. Proudly made in India, worn wherever summer takes you next.”
It’s not just vacation wear. It’s the headspace you slip into once the suitcase is zipped.
Agency: MINCHKI STUDIO
