Irreverent tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
Impossible Foods, the trailblazing plant-based meat company, engages its audience irreverently, challenging conventional beliefs about what constitutes ‘meat’.
What is an Irreverent tone of voice?
An irreverent tone of voice thrives on challenging the status quo with wit, audacity and a hint of cheekiness. It’s unafraid to push boundaries and question conventional wisdom, often employing sarcasm, satire, or double entendres to provoke thought or even controversy.
Startups often use an irreverent tone to capture the attention of a younger, more rebellious audience who are weary of traditional corporate speak. By doing so, these startups set themselves apart from competitors, making it clear that they're not just another face in the crowd but a brand willing to break the mould.
Key features
Candid language: Straightforward, possibly confrontational, with no sugarcoating.
Witty humour: Uses sarcasm, satire or irony to shed light on subjects.
Challenges norms: Questions established ideas or practices.
Curious approach: Tackles controversial subjects with an open-minded perspective.
Stimulates debate: Encourages open dialogue, even if it ruffles feathers.
Celebrates originality: Puts a premium on unconventional thinking and creativity.
Characteristics
Edgy: Boldly stands out from the typical or expected.
Provocative: Pushes boundaries to stimulate thought or discussion.
Unapologetic: Recognises its divisive nature and embraces it, understanding it won't resonate with everyone.
Suitability
Startups wanting to disrupt industries or appeal to a younger, more rebellious demographic might lean into an irreverent tone. It's all about standing out, fostering creativity and championing out-of-the-box thinking.
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Examples of an Irreverent tone of voice
Let's look at some examples of companies that use an irreverent of voice (click the images to zoom in!)
DuckDuckGo
DuckDuckGo’s copy exhibits elements of an irreverent tone of voice through its straightforward and candid language.
“We don't track you — period” is a clear, unapologetic statement that challenges the norms of the search engine industry, where tracking user data is common practice.
The company doesn't shy away from pointing out what it sees as the hypocrisy or shortcomings of its competitors: “Other search engines track your searches even when you're in private browsing mode.”
By doing so, DuckDuckGo stimulates debate about privacy and search engine practices, encouraging users to question what they've come to expect from search engines.
The tone is edgy in its directness and provocatively challenges industry norms, embodying an irreverent tone of voice.
We’ve classified DuckDuckGo as an Insightful Disruptor (FFIM).
Impossible Foods
Impossible Foods’ website copy aligns with an irreverent tone of voice by boldly challenging societal norms about what constitutes “meat.”
The phrase “By eating meat made from plants instead of meat made from animals” directly questions established ideas and practices around food consumption.
They assert that their plant-based products aren’t just an alternative, but a delicious and responsible choice for a sustainable future.
While not overtly sarcastic or edgy, the copy is provocative in its implications: “it's never been more delicious to save the planet” implies a sort of playful audacity that eating meat (usually considered a guilty pleasure) can actually be a heroic, planet-saving act.
This challenges traditional narratives and stimulates debate on sustainability and food choices, aligning well with an irreverent tone of voice.
We’ve classified Impossible Foods as a Radical Innovator (FSIE).
Revolut
Revolut’s copy captures the essence of an irreverent tone by adopting a candid, straightforward approach that's a bit cheeky.
Phrases like “Travel card? Check. Insurance? Covered. Hotels? Say no more.” simplify complex processes like travel planning into a casual, almost dismissive checklist.
This challenges the norm of how financial and travel services are usually talked about - typically laden with jargon or cautionary advice.
Instead, Revolut's tone is bold, confident and a bit edgy, serving as a reminder that they're not a traditional financial services company.
The phrase “It pays to book with Stays” is a clever double entendre, further amplifying the irreverent tone.
It’s clear that they're trying to appeal to a younger, more tech-savvy audience that values straightforwardness and a bit of wit, all of which are key elements of an irreverent tone.
We’ve classified Revolut as a Pragmatic Rebel (CSIM).
Irreverent tone of voice profiles
The eight tones of voice
Learn the differences between other tones of voice:
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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