Cubitts: A non-boring tone of voice
Cubitts are one of my favourite discoveries of 2024. I've not tried their glasses, but am I desperate to try them? 100%. So I wanted to explore how spectacle makers Cubitts managed to craft a tone of voice that is fresh, functional, and truly reflective of their frames.
But first things first. Who the hell are Cubitts?
Cubitts call themselves the ‘modern spectacle makers’. Their frames have a strong modernist vibe, are designed with incredible attention to detail, and are a much-loved brand by spectacle wearers worldwide.
For starters, read the below. One of their Instagram posts where their tone comes beautifully alive. Notice how eloquent they sound. It’s giving editorial, put together, particular, detail orientated, classy, charming, thoughtful.
Compare that to the tone of voice of Specsavers, Le Specs, and Ray-Ban:
None of the above brands stands out to me. Specsavers is pretty standard.
Ray-Ban often nail their voice, but often just sound like any other fashion brand.
Le Specs don't have much of a tone as such, they tend to rely on short, snappy headlines and let their influencer content do the talking. Nothing against the brand, just my observation on Insta.
Let’s just zoom in on Cubitt's very particular language choice for a moment. Here's another of their Instagram posts, showing their brilliant tone of voice in full glory:
They come across as insanely detail orientated
They don't make “glasses,” they make spectacles
Phrases like “elicits the question" could come across as formal, but for Cubitts just sound elegant and refined
They're careful and considered, a true storyteller
It reads almost like an editorial piece, but the nods to the first person here and there make it feel much more personal.
So you can see, Cubitts don’t do ordinary. They make spectacles, not glasses. Each word is selected with precision, mirroring how they design their specs. Every curve, shape, and colour is meticulously designed for functionality, not just for a trend or style like many other brands.
So, what are the takeaways? Here are 5 prompts to inspire you for your next tone-of-voice venture. action points
1. 🎭 Be unique. Imagine your brand as a character, and play into that. With Cubitts, I can just see and hear Q from James Bond wearing their glasses and communicating with the same level of detail and precision. But I may be wrong. Who do you think they sound like? Let me know by replying to this email.
2. 👀 Look for opportunities to say something unexpected. Cubitts often makes a random reference to a film, a piece of art, or an artist that they know their audience will find interesting. Don't just say something to fill the space, use that space wisely.
3. 💍 Marry your tone of voice with your product’s design, look, and feel. Cubitts are for the particular – people who appreciate good design, functionality, and craftsmanship. They're not just about style. Thus, their tone of voice too has that sense of refinement and thoughtfulness. They're certainly not trying to be “cool", "young” or “Gen-Z”.
4. 🕺See every word as an opportunity to stand out. Don't take a word for granted. Good thing is, once you've nailed your voice, finding the right words will become second nature.
5.👂Read your words out loud and see what kinda person you sound like. Trust me, this helps with the nuances of finding your voice.
Cubitts are one of my favourite discoveries of 2024. I've not tried their glasses, but am I desperate to try them? 100%. So I wanted to explore how spectacle makers Cubitts managed to craft a tone of voice that is fresh, functional, and truly reflective of their frames.
But first things first. Who the hell are Cubitts?
Cubitts call themselves the ‘modern spectacle makers’. Their frames have a strong modernist vibe, are designed with incredible attention to detail, and are a much-loved brand by spectacle wearers worldwide.
For starters, read the below. One of their Instagram posts where their tone comes beautifully alive. Notice how eloquent they sound. It’s giving editorial, put together, particular, detail orientated, classy, charming, thoughtful.
Compare that to the tone of voice of Specsavers, Le Specs, and Ray-Ban:
None of the above brands stands out to me. Specsavers is pretty standard.
Ray-Ban often nail their voice, but often just sound like any other fashion brand.
Le Specs don't have much of a tone as such, they tend to rely on short, snappy headlines and let their influencer content do the talking. Nothing against the brand, just my observation on Insta.
Let’s just zoom in on Cubitt's very particular language choice for a moment. Here's another of their Instagram posts, showing their brilliant tone of voice in full glory:
They come across as insanely detail orientated
They don't make “glasses,” they make spectacles
Phrases like “elicits the question" could come across as formal, but for Cubitts just sound elegant and refined
They're careful and considered, a true storyteller
It reads almost like an editorial piece, but the nods to the first person here and there make it feel much more personal.
So you can see, Cubitts don’t do ordinary. They make spectacles, not glasses. Each word is selected with precision, mirroring how they design their specs. Every curve, shape, and colour is meticulously designed for functionality, not just for a trend or style like many other brands.
So, what are the takeaways? Here are 5 prompts to inspire you for your next tone-of-voice venture. action points
1. 🎭 Be unique. Imagine your brand as a character, and play into that. With Cubitts, I can just see and hear Q from James Bond wearing their glasses and communicating with the same level of detail and precision. But I may be wrong. Who do you think they sound like? Let me know by replying to this email.
2. 👀 Look for opportunities to say something unexpected. Cubitts often makes a random reference to a film, a piece of art, or an artist that they know their audience will find interesting. Don't just say something to fill the space, use that space wisely.
3. 💍 Marry your tone of voice with your product’s design, look, and feel. Cubitts are for the particular – people who appreciate good design, functionality, and craftsmanship. They're not just about style. Thus, their tone of voice too has that sense of refinement and thoughtfulness. They're certainly not trying to be “cool", "young” or “Gen-Z”.
4. 🕺See every word as an opportunity to stand out. Don't take a word for granted. Good thing is, once you've nailed your voice, finding the right words will become second nature.
5.👂Read your words out loud and see what kinda person you sound like. Trust me, this helps with the nuances of finding your voice.
© Sarah Fretwell 2026