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Communication Goal & Tone
Every customer touchpoint, whether via email, through a social media description, or within a piece of content, varies — but a few things stay consistent in the objective of how we speak.
Our NAME
You may have noticed that the drink is named NAP and not nap, which is simply done to make communication crystal clear. When referring to the brand, make sure to use all caps. For example: if I'm taking a nap, then it shouldn't be too late in the day. If I'm taking a NAP, then I should drink it chilled.
The calm mentor
Imagine you're in bed on an evening in autumn. The weather outside is chilly and it's raining enough for you to hear it pitter-patter on your window. Good thing for you is that you're getting ready for bed, under a big fluffy blanket. Now if you were to have anyone talk to you at this moment, it would definitely be favorable for the person to be calm, detailed, clear and introspective.
Tone
Calm
The sunset is a moment of silence and peace — we avoid loud, over-the-top language, excessive exclamation marks, or stacked emojis. This way we help people relax rather than jump out of the text.
Clear & Credible
Building healthier lifestyles isn't easy, so communication shouldn't be either. Descriptive language allows us to make our point clear, build credibility, and share our passion for the finer details of NAP.
Creative & Personal
We are people, not a corporation, a bot, or an AI agent — but plenty of brands can say that nowadays, so why not show it.