Tone of Voice
The team at Minchki Studio brought me in to help Summer Away find its voice.
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 a voice that felt effortless without becoming empty, and sustainable without sounding like every other fashion brand's Earth Day campaign. One that could romanticise travel, celebrate Indian craftsmanship and talk about conscious consumption without slipping into clichés.
The Approach
The challenge wasn't creating another aspirational fashion voice. Fashion already has plenty of those. Instead, I focused on building a voice around three qualities that don't often coexist comfortably: free-spirited, grounded and self-aware.
Free-spirited enough to make people want to book the trip.
Grounded enough to talk about craftsmanship and sustainability without disappearing into vague promises and greenwashing buzzwords.
Self-aware enough to acknowledge that fashion isn't perfect — and neither are we.
From there, I developed a complete verbal identity system and stress-tested it across every touchpoint, from manifesto to product pages, to make sure it sounded unmistakably Summer Away wherever it showed up.
Certain words became recurring anchors: summer, escape, getaway. Repeated often enough to feel distinctive, never enough to become wallpaper.
Wit that’s subtle, not slapstick.
Guidelines that flex across emails, Instagram captions and 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 now sounds as considered as the clothes themselves.
The voice balances aspiration with authenticity, wanderlust with substance and optimism with honesty. It creates room to talk about Indian craftsmanship, conscious production and endless summer days without leaning on the usual fashion-brand script.
Most importantly, it gives Summer Away something that's increasingly rare in the category: a recognisable point of view.
Voice in practice
Website
We craft premium vacation wear for those who embrace the art of leisure with every fibre of their being. Here, summer is always in season.
Social
- Good ethics look better anyway.
- Meet your out-of-office uniform.
- Responsibly made in India. Best worn under the sun.
Product copy
Romana Pants
The most versatile piece in your wardrobe. Your ticket to travelling light.
Bondi Shorts
The goes-with-everything essential. Getting dressed just got easier.
Or, as their manifesto puts it:
It’s morning in St. Tropez and the air is warm with the day’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 know 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 feeling you packed for in the first place.
Agency: MINCHKI STUDIO
