Casual
Maximally informal, like talking to a friend. Close and trusting.
Archetypes
1✓ What to do
• • Speak simply • Use informal 'you' • Be like a friend • Create comfort
✗ What to avoid
• • Don't lose boundaries • Avoid over-familiarity • Don't forget professionalism • Don't use in B2B
Example Phrases
"Hey! What's up? We got this cool thing 👋"
email"Look: 50% off. Catch iiiit!"
social"Listen, try this. Really awesome!"
adApplication Contexts
social_media
10/10
Everyday banter
email
9/10
Buddy-tone emails
customer_service
8/10
Personal support
Brand Examples
Duolingo
EdTechДружеская сова
Headspace
WellnessПриятельский тон
Notion
TechНеформальная коммуникация