Our tone of voice is the way we connect with, motivate and support our audiences.
Use this guide as a starting point for everything you write, from job descriptions to captions and app notifications. Sentence by sentence, we'll build a brand people can count on and grow to love.
How we speak
Who we are
Brand personality
For our brand to have a voice, it means we speak to our audience just like a person would. Our brand character impacts our TOV and allows us to define how we want people to perceive us.
Our personality is flexible enough to reflect the entire Careem ecosystem. We amplify specific traits more than others depending on the platform, service or situation, i.e. our trustworthy side is more dominant when it comes to Pay vs. our caring side when it comes to Donations.
Whatever you’re writing, always keep it Careem.
Friendly
Positive, energetic and warm, we’re the person everyone gets along with and loves having around.
Trustworthy
We’re honest and transparent.
When it comes to people’s information, their money, or taking care of a task for them- we’re someone they can blindly trust, rely on and feel safe with.
Passionate
Purpose is at the heart of everything we do and that’s what makes us so passionate. Being committed means we don’t wait around. We take matters into our own hands.
Ambitious
Our mission is what drives us. We work hard to constantly improve, starting with ourselves and extending to everything we offer our customers.
We stop at nothing.
Caring
We’re proud of our strong sense of community and are always looking for ways to help and empower others- from customers, to Captains, colleagues, and the world at large. We use our resources and influence for good.
Writing principles.
Our tone of voice principles are the defined rules as to how we write for our brand.
OUR WRITING PRINCIPLES
01
Less is more.
Our sentences pack a punch. We get straight to the point with short, sharp headlines and use full stops generously.
Me time. Family time. Any time.
Ready, set, lunch.
DO
EDIT, EDIT, EDIT
Make sure every sentence serves a purpose. If it isn’t adding important information or personality, cut it. Avoid being too wordy. If a headline is longer than 10 words, there’s a simpler way to say it.
FILTER OUT FILLERS
Filler words often sneak into our writing – just, really, even, that. They should be the first thing to go when you start editing.
CONSIDER CONTEXT
Before you start writing, think about where the copy will live and what your audience needs to know first. This will help prioritize information and keep it succinct.
DON’T
DON’T SACRIFICE CLARITY FOR BREVITY
Copy should be sharp, but clear. i.e. Need a ride? You got it. vs. You got it.
DON’T BE CURT
Always punchy, never curt. Avoid language that comes off as rude or imposing.
I.e Let’s get moving, Karachi. vs Get moving.
Remember
Just because your copy is short, doesn’t mean it should be boring. Take every chance to write playful and engaging copy.
OUR WRITING PRINCIPLES
02
Upbeat & everyday.
Pleasant and informal, we sound like the kind of people you’d enjoy having around.
Too hot to cook, Jeddah?
Dinner’s on the way.
Heading home?
Let us take you there.
You pull up the recipe.
We’ll deliver the ingredients.
DO
SPEAK LIKE A PERSON
Read your content out loud. If you feel like the words don’t flow or your copy doesn’t sound like something a person would say, revise it.
KEEP IT CASUAL
Always speak like your audience, avoiding jargon and formal language like users and purchase.
Use abbreviations and contractions where relevant to add familiarity – app, we’ll, etc.
HIGHLIGHT THE GOOD
Keep things light, focusing on the benefits for customers.
BE RELATABLE
Put yourself in your audience’s shoes. What local references or human insight can you tap into? Why would someone be using our services? What specific or timely scenarios can you use to connect with our audience and establish authenticity?
DON’T
DON’T USE SLANG
Slang is off the menu. While we want to sound
casual, avoid using niche slang and youth speak.
I.e. Yalla vs no cap.
Absolutely avoid using internet chat language and Gen-Z terms. i.e. gr8, tyt, c u, dude.
DON’T BE PRESUMPTUOUS
Ultimately, we’re providing a service. We never get
too cheeky, intrusive or inappropriate. We’re only here
to ease people’s days. i.e. Deals that’ll make you
a morning person vs Deals that make you survive
yet another work week.
OUR WRITING PRINCIPLES
03
Always dependable.
We’re confident and consistent. Building trust among audiences with every sentence.
Muhammad’s on it.
Last-minute groceries? We’ve got you covered.
Home cleaning? You got it.
DO
SPEAK WITH CERTAINTY
Write with the confidence of a job well done, always reassuring audiences that we’re there when they need us.
UPDATE HTE AUDIENCE
Be clear about steps, statuses, outcomes and news. Keep them in the loop, not guessing.
BE A HELPING HAND
Anticipate your audience’s needs, making helpful suggestions on relevant channels. e.g. Traveling this National Day? Schedule your airport ride in advance.
DON’T
DON’T BE COCKY
Confidence doesn’t mean cockiness. Always be humble and realistic; we never overpromise or exaggerate our abilities. i.e. Imran’s on it. vs. Your fastest delivery yet.
DON’T BE COLD
Avoid stiff, bland language and opt for more human, personable writing. i.e. Almost there. Get ready to ride. vs. Your driver will be there shortly.
OUR WRITING PRINCIPLES
04
Driven & inspired.
Our enthusiasm is palpable. This energy shines through everything we write.
Let’s get moving, Karachi.
On the move? So are we.
Get up and go, go, go.
DO
EXUDE ENERGY
Our positive energy is infectious. Use actie language to inspire movement and action.
FOCUS ON PEOPLE
We’re not the hero of the story. We use language that speaks to partnership – let’s, we’ll – and center customers and employees in our writing.
SPEAK ENCOURAGINGLY
Our writing is supportive. We lean into the things
our services make possible, rather than
the services themselves.
DON’T
DON’T OVERDO IT
Avoid overusing exclamation marks or writing in all caps such as FREE and NEW. Persuasive copy relies on good writing, not gimmicks.
DON’T SCOLD
We want to be motivating, but not pressure people. Audiences should leave interactions feeling inspired and energized. i.e. Let’s get moving, Karachi. vs. Don’t waste any time, Karachi.
DON’T BE PUSHY
Avoid cliché salespeople language and skip words that convey fake urgency such as ‘what’re you waiting for’ or ‘hurry, order now’. Instead use softer, friendlier language –
‘We wouldn’t want you to miss this’
and ‘Get this offer with a tap.’
Service-specific lines.
We have four service categories
GO, EAT, GET, PAY
Our service-specific lines tie into our value propositions and the distinct benefits of each service. Here are some examples:
*Refer to vertical-specific TOV guidelines for more details.
Food
Your favourite food, your way.
When we talk ‘Food’, we focus on key benefits: speed, reliability, variety and ease. We can also tap into relevant moments (time of day, season, weather, cultural events) and hero our partner restaurants.
- Ready, set, lunch.
- Too hot to cook, Jeddah?
Dinner’s on the way. - Work out, eat in.
- All your faves in one place.
- Breakfast is served.
- [Restaurant] for dinner,
[Different Restaurant] for dessert. - The best meals are the ones cooked for you.
Arrive in style.
When we write about our ‘Ride’ services we focus on key benefits: convenience, ease and speed.
Whenever you can, reference specific areas in each city or any relevant cultural events that make our customers feel like we’re speaking directly to them.
- From A to B, hassle-free.
- Tap, book, go.
- Get up and go, go, go.
- For people on the move.
- Let’s get moving, Dubai.
- From the Avenues to Al Bareh in no time.
- There before you know it.
- Ride and relax with Careem.
HALA is known for its highly competitive pricing, but convenience and reliability are also key elements of the proposition. Try to incorporate these factors into your messaging wherever possible.
When writing about Hala, we emphasise value and ease.
- Peace of mind at no extra cost.
- Pacey, not pricey.
- More dash for your cash.
- Don’t hail it. Hala it.
- Rides you can rely on.
Careem car types are not about affordability. When talking about Careem cars, our messagings focuses on comfort, quality, convenience, and in some cases, a personalised and premium experience. Remember, each car type has its own value proposition.
- Your ride, your way.
- So comfortable you won’t want to get out.
- Big group? No problem. Book a ride that fits everyone.
- Pacey, premium, perfect. Book your ride with a tap.
Groceries
in a flash.
When we write about ‘Quik’ we focus on key benefits: speed and ease. We also lean into the moments people would turn to a grocery app. We can leverage any local language and cultural points when relevant.
- Forgot the flour? Hamza’s on it.
- From shelf to table, simple.
- Do your weekly shop before you’ve left the house.
- Everything on your list and more.
- Behind every last-minute meal is a Quik order that arrived in a flash.
- Weekly groceries? It’s in the bag.
Money
well sent.
When we write about ‘Pay’ we focus on key benefits: ease, trust and speed. We can also lean into common reasons people would be transferring money or splitting bills.
- Send, spend, simple.
- Go 50/50 with a tap.
- Never miss a payment.
- Send anywhere, anytime, to anyone.
- Pay and get paid with a tap.
- Pay the easy way.
- Payments made painless.
Subscribe and
save. Simple.
When we write about ‘Plus’ we focus on key benefits: exclusivity, savings and value. Try to use the word ‘plus’ instead of ‘and’ whenever possible.
- Tap into more benefits.
- Exclusive deals ahead.
- Savings incoming.
- Wave goodbye to delivery fees.
- Hop on with unlimited bike rides.
- Save on rides, plus so much more.
- Savings on savings on savings.
- Careem Plus means perks.
Ready to ride?
So are we.
When we write about ‘Bike’ we focus on key benefits: ease, accessibility and a fun, active lifestyle.
- No lock needed.
- Cycle there, cab it home.
- From A to B to C.
- Ten minute walk? Three minute cycle. Faster than walking, cheaper than driving.
- Skip the parking anxiety. Bike it, dock it, love it.
- Bike your way, every day.
Consider it
done.
When we write about ‘Get’, we talk about tasks, deliveries, chores- everything done swiftly and smoothly.
- Need a cleaner? You got it.
- Floor mopped. Carpet hoovered. Problem solved.
- Long list of chores? Climbed, cleaned, conquered.
- The petrol’s on its way, so you can be on yours.
- Fancy a show tonight? We’ve got just the ticket.
- We’ll send the flowers. You take all the credit.
Secondary lines.
Secondary lines incite action and offer clarity.
Secondary lines
Adding action.
One key function of our secondary copy is to incite action. Whether that’s encouraging our audiences to order a ride, buy groceries, explore deals or learn more about our services. These call to actions should be written in line with our TOV guidelines.
Find a bike near you with Careem.
How does 25% off ramen sound, Dubai?
Ride with Careem and go further, faster.
Send and receive money in a snap with Careem Pay.
Get up and go, go, go.
It’s time to ride. Find a bike near you with Careem.
Secondary lines
Bringing clarity.
Another function of secondary copy is to add more context and information to the headlines. The writing should be functional but sharp, always reflecting our TOV guidelines. Space is valuable, so only the most important information should be placed in secondary copy.
Split and pay bills safely with Careem Pay.
Sign up for deals, free delivery and unlimited bike rides with Careem Plus.
Choose from over 6000 restaurants in your city.
Fresh produce delivered to your doorstep, every day of the week.
Ready, set, lunch.
Choose from over 6000 restaurants in your city.
Communication funnel.
Consider how your messaging will trickle down to the different mediums. What is the thread that connects the umbrella message to the functional messages and CTAs. Remember, your messaging should be more direct as you move down the funnel, without losing sight of tone.
Tonal Flex.
Our marketing copy shares the same warm, upbeat and direct tone as all our consumer-facing messaging.
But across our different channels, we can flex our tone to suit different needs.
Tonal flex
Out of home.
- Always consider where our messaging will be seen. With out-of-home ads, we only have a few moments to engage our audience.
Make every word count. An upbeat, simple and positive headline. Add a single line of supporting copy if absolutely necessary.
Arrive in style.
Order a ride with Careem and go further, faster.
Always eat on time.
Order from 7,500+ restaurants on Careem.
Go Eat Get Pay
The everything app.
Social media.
- Social platforms are a great place to engage more informally with our audience and really show our brand character, while still being mature, and respectful.
- On platforms such as Instagram, messaging will often play a supporting role to the visual content. The captions are where you can provide more information, but remember to keep it short and sweet- a few lines or a short paragraph will normally be enough.
- Avoid overusing emojis and always write the main message at the beginning of the caption.
- Hashtags should be specific enough to be useful. For example, #DubaiFood rather than #food.
- If text is featured in the image, find a short, attention grabbing statement that will stop people scrolling past.
In-app.
- Resist the temptation to include every piece of information in your in-app comms. Keep your messaging concise and simple, adding only necessary info without losing the playfulness.
- Consider the context and exact moment in the user journey. Your copy should make it incredibly easy for our customers to find the information they’re looking for.
- Make sure to always test how your copy will look like before it goes live, from pop-ups to alerts, inbox, push notifications and everything else.
Care.
- Positive, proactive and personal, when it comes to Care, your writing should convey a single-minded message: We’re here for you.
- You are the front-line of Careem, shaping our customers’ experiences. Our customers see you as the trustworthy expert who knows our universe inside out, confident and armed with all the answers.
- Drop the standard replies and speak like a friendly person would. Always try to build a connection by showing empathy, truly listening, and going the extra mile. E.g. Introduce yourself, thank them for their patience, ensure you understand the details of their issue, and always keep them in the loop.
- Avoid negative statements like but, actually, can’t, unable, never, etc. Show your support by using positive verbs like assist, fix, resolve, unlock, understand, appreciate, and statements like sure, you got it, we’re on it, let us take care of it, etc.
Negative experiences.
- We’re here to make people’s lives easier. So, when we unintentionally complicate things for our customers, accountability and understanding go a long way. Put yourself in their shoes. How would you like to be addressed and comforted in a frustrating situation?
- This is not the time to be funny or witty. Dial up the Careem friendliness and warmth, while making sure your messaging portrays a confident, solution-oriented tone. Try being as clear as you can without over-explaining or boring our customers with the details.
E.g. Looks like there was an issue with your payment. Don’t worry, we’re on it.
vs. An error occurred while processing your payment. Our customer support team will resolve it shortly.
Writing Rules.
Here are some golden rules to follow when writing to ensure our messaging is always consistent.
Using full stops.
We’re confident, and always have a point of view. That’s why all of our headlines end in a full stop.
Using full stops
We always use full stops at the end of every headline, whether it is a primary headline or subheading.
We can also use our container symbol as a full stop, but only in specific use cases: at the end of a large scale headline, when the headline is being used as a feature piece of content. In these situations, do not use any other graphics with it — it’s confident enough on its own.
Using exclamation marks.
Avoid exclamation marks, ellipses, and other emotive punctuation. Hardworking copy will add enthusiasm and energy.
HOW TO TALK ABOUT CAREEM
When speaking directly to our users, dial up the warmth by using first person whenever possible, e.g. ‘we’ll be right there’, or ‘we’re on it’.
Typically, we would only talk about ‘Careem’ in the third person in press releases or promotional materials. For example, ‘Careem announce a new delivery service’.
Avoid turning Careem into a verb. E.g. ‘Careem it.’ We offer such a broad range of services, the verb’s meaning could easily be confused.
GENERAL WRITING RULES
We write in British English, with its spelling rules, vocabulary and expressions.
- We always use sentence case for headlines and body copy, which means the first word is capitalised and the rest is lowercase, unless a term is a proper noun or a Careem sub-brand.
- Abbreviations of our services or sub-brands are to be used internally and never on any customer-facing communications.
- Always consider the user’s state of mind. Take their mood and when they’re interacting with us into consideration. If a customer is booking a ride they won’t feel the same as when they’re adding a credit card.
- Always use numerals for numbers – it saves space and is a lot more scannable.
- When creating a promo code, make sure to use a word that is related to your campaign. It should be as short as possible and easy to remember.