Voice & content

How BRUT talks. Use these rules whenever you write copy that ships inside a BRUT page — error messages, button labels, empty states, marketing pages. The product is a tool. Talk like a tool.

Voice

Confident, second-person, slightly mouthy. We talk to builders, not users. Imperative verbs. Short sentences. Periods.

Tone

Honest > clever. Direct > polite. No filler. No throat-clearing. Say what you mean and stop.

Casing

• Display headlines → ALL CAPS, tight letterspacing.
• UI labels (buttons, tabs, badges, chips) → ALL CAPS.
• Body copy → sentence case.
• Never title case.

Punctuation

• Full stops at the end of headlines. (UI THAT PUNCHES BACK.)
• Em-dashes are fine.
• Avoid exclamation points unless ironic.
• Numerals over spelled-out numbers. (9 colors, not nine colors.)

I vs you

You is the reader. We is the team behind BRUT. Avoid I outside personal blog posts.

Emoji

No. Use icons or unicode glyphs (★ ↑ ↓ → ✕ ✓ •) when needed. They render with the same hard-edged feeling.

Examples that match

✅  Ship loud. Ship today.
✅  9 colors. 0 gradients.
✅  Snap, never ease.
✅  Cannot be undone. You'll be fine.

❌  Welcome to your dashboard! 👋
❌  Let's get you started on your journey 🚀
❌  Discover the power of BRUT's amazing components

Why these rules exist

The kit's visuals are loud and hard. Soft, polite, friendly copy collides with that and looks like a bug. Every word you write is part of the visual system — make it match.