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Demo
Living guide·Demo direction

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Demo dataLiving guide

01 · Strategy

Skin care that says what it does, and says it the same way everywhere.

Fernlume is a fictional example brand. This is a working direction for the demo, not a real identity.

Owner
RLRhea Lindqvist
Version
v0.6
Last review
15 Sep

Open question

Is Fernlume a routine brand or a single-product brand?

02Audiences

Jobs and needs, not invented demographics

  • Starting a routineWants three steps that work, in the right order.
  • Sensitive skinNeeds to know what is left out before trying anything.
  • Store buyersPicks what to stock from one page, not a pitch deck.
  • CreatorsNeeds the look and the approved lines, fast.

03Messaging

The one line, then each product's one job

Brand one-liner

In review

“Plant-based skin care. One job per bottle.”

Proposed as the one line for the site, bios and sell sheets.

One job per product

04Voice

How it sounds, everywhere it shows up

Calm, plain, exact. Sentence case. Never breathless, never clinical theater.

  • Plain, not precious
  • Exact, not inflated
  • Calm, not urgent
  • Kind, not chatty

Signatures

  • One job per product
  • Step numbers in routines
  • Say what is left out, not what is scary

Do

“Dew Serum. Water for skin that feels tight.”

One job, one line, no claim.

Don't

“Clinically proven, non-toxic glow in 7 days.”

Three unsupported claims in one line.

05Claims

Approved claims only. Everything else waits for a reviewer.

    • Daylight Fluid
    • Dew Serum
    • Night Balm
    Low riskApproved

    Site hero, About page, Retail sell sheet

    Omar Haddad

    • Dew Serum
    • Calm Cleanser
    Low riskApproved

    Dew Serum pack, Calm Cleanser pack

    Omar Haddad

    • Daylight Fluid
    • Dew Serum
    Low riskApproved

    Shop cards, Retail sell sheet

    Omar Haddad

    • Night Balm
    Medium riskIn review

    Night Balm shop card, About page

    Rhea Lindqvist

    • Clear Tonic
    • Calm Cleanser
    Medium riskIn review

    Retail sell sheet

    Regulatory advisor (TBC)

    • Calm Cleanser
    Medium riskIn review

    Calm Cleanser shop card

    Regulatory advisor (TBC)

    • Daylight Fluid
    High riskIn review

    Daylight Fluid pack, Launch email (draft)

    Regulatory advisor (TBC)

    • Dew Serum
    High riskNeeds check

    Dew Serum shop card

    Regulatory advisor (TBC)

    • Daylight Fluid
    High riskNeeds check

    Daylight Fluid shop card

    Regulatory advisor (TBC)

    • Night Balm
    High riskNeeds check

    Night Balm shop card

    Regulatory advisor (TBC)

    • Clear Tonic
    Medium riskNeeds check

    Clear Tonic shop card, TikTok pinned caption

    Regulatory advisor (TBC)

    • Clear Tonic
    High riskRetired · do not use

    Clear Tonic shop card

    Omar Haddad

    • Calm Cleanser
    Medium riskRetired · do not use

    Calm Cleanser shop card

    Omar Haddad

07Color

Working tokens · sampled, confirm with the brand kit

  • Fernfl/fern · #2F4A3A
  • Mistfl/mist · #E6EAE3
  • Clayfl/clay · #C9855E
  • Pollenfl/pollen · #E8C872
  • Nightshadefl/nightshade · #1C2230
  • Stonefl/stone · #9AA39B

08Imagery

What to shoot and what to skip

DoMorning light on stone, real skin texture, product on a hand or a shelf.
Don'tBefore and after images, retouched skin, lab coats and beakers.

09Packaging

Direction for the pack, not the final artwork

In review

Pack front refresh

One job on the front of every pack. Claims move to the back, and only approved ones.

10Examples

The one-job line, applied

Instagram captionIn review

fernlume daylight fluid: The layer that goes under everything.

Shop cardApproved

Dew Serum

Hydrating serum · 30 ml

Water for skin that feels tight.

Email headerDraft

From Fernlume

Night Balm: The last thing on before sleep.

The last thing on before sleep.