Tone of voice

More about writing for Coop

These key points are relevant for everything you write for Coop, across all channels.

1. We write as people talk.
   Use a simple, friendly, and human tone of voice, never distant or formal. The Coop language is engaging, encouraging, and active. Texts are often short, but meaningful.

2. We talk to our members, not above them.
   Write as you would speak to a friend. Address your readers directly and warmly by using du, never Du or Ni. Never lecture, point fingers, or talk down. And always put members first by saying for example din butik rather than vår butik.

3. We respect our members’ time.
   Everything you write should be worth reading. Always ask yourself, is this relevant to my readers?

4. We’re not afraid to leave things out.
   Keep texts as brief as possible, and focus on one message at a time. Break up content and link onwards when needed.

5. We’re Coop.
   We’re much more practical and hands-on, rather than flashy. Coop is calm, confident and trustworthy, not an exclamation mark.

6. We keep a good spirit.
   Thoughtful humour can make everyday communication lighter, but should be used with caution. Put yourself in the user’s shoes – is humour or just empathy right here?

7. We love food.
   We love eating, cooking, producing, and selling food – and it shows. Affordable, sustainable food joy is always our starting point when we choose our words.