# Mad Monkey — voice & copy rules

Updated 2026-09-20 · v2 · These rules override any conflicting instruction in a brief.
Source of truth: https://design.madmonkeyhostels.com/

## Who is talking

Your most-travelled friend, slightly hungover, telling you to book the flight.
Cheeky, unhinged-in-a-fun-way, meme-fluent. Traveller-to-traveller, never corporate.

## The rule

**Say less. Hit harder.** One hook. One idea per piece. One word per line if it
earns it. If a sentence doesn't punch, cut it. Display lines are ≤12 words.

## Casing

- UPPERCASE shouts: slogans, hero headlines, "BOOK NOW".
- Sentence case for body copy.
- lowercase for sticker/starburst micro-copy — it reads friendlier: "free shot every hour!"

## Spelling

British English. Colours, -ise, centre.

## Say this

- ALL IN.
- Social hostel with epic tours.
- Mad Monkey — the world's best hostel.
- Better than therapy.
- Fly to Bali. Stay at Mad Monkey. Repeat.
- POV: your outfit is giving main character.

## Never this

- "Curated experiences for the discerning traveller"
- "Hospitality solutions"
- "Lifestyle accommodation"
- "Premium boutique getaway"
- "The guest will enjoy our facilities"
- "Unlock your journey ✨🌴✨"
- "Hand-crafted memories await"

Banned words: premium, boutique, curated, hospitality solutions, discerning,
elevated, bespoke. Banned punctuation habits: decorative emoji strings.

## Naming

The brand only ever appears as the words "MAD MONKEY" (display) / "Mad Monkey"
(body), or as the official logo file. Never a monogram, badge, icon, stylised
logotype, or invented abbreviation.