# Sleep + Recovery — Brand Positioning

## One-line position

**"The first complete sleep protocol India can take nightly."**

## Brand voice

| Tone | Avoid |
|---|---|
| Calm. Grounded. "Honest friend." | Pharma-clinical, "knock you out" |
| Adult, premium, lived-in | Sleep-aid kitsch (Z's, moons, sheep) |
| Confident in formula | Magical / mystical |
| Science-grounded plain English | Doctor talk |
| Hindi-English code-switching OK | Heavy slang |

## Brand colors

- **Deep purple** `#2D1F6E` — primary (calm, evening, premium)
- **Light violet** `#9B86F7` — accent
- **Cream** `#FAF6F0` — background neutral
- **Green** `#4CB851` — Lemon Mint pill + nutraceutical accent

## Visual identity rules

- **Pack design**: see `canonical-anatomy.md` for full rules
- **Photography style**: editorial / Inde-Wild / Rhode-aesthetic — soft, warm, lived-in
- **Avoid**: clinical-cold studio, gym-bro, sleep-aid kitsch
- **Channel registers**: see `channel_visual_register.md` — email is brand-locked, paid ads are scroll-stop, advertorial is circumstantial

## What we ARE

- A **complete nightly protocol**, not a single ingredient
- A **drink format**, not a pill
- **Clinically dosed** at the levels research validates (3g Glycine, not 0.5g)
- **Premium-priced** (₹47/night) — positioned with global wellness brands
- **Honest** — we say "many people notice from night 1" but compounds over weeks
- **Compliance-aware** — no "cures", no "#1", no clinical-proven absolutism

## What we are NOT

- A sedative / "force-you-to-sleep" pill
- A melatonin replacement at the dose level
- A budget magnesium supplement
- Marketed via doctor-prescription messaging
- Ayurvedic / traditional / heritage-coded (we're modern science)

## The voice in 3 examples

**Bad (avoid):**
> "POWERFUL Sleep Formula! Doctor-Recommended! Knock yourself out with our clinical-strength magnesium blend! #1 sleep aid in India!"

**Good (use):**
> "Going to bed on time isn't going to sleep. We built Sleep + Recovery for the four pathways that turn the lights off — Magnesium for nervous-system calm, Glycine to cool the body, L-Theanine to quiet the mind, Tart Cherry to time the cycle. ₹47 a night. 60-day money-back."

**Best (the goal):**
> "I won't take melatonin. It works the first night, then your body stops making its own. We built this without it."

## Tagline library (rotate)

- "Sleep that actually restores you."
- "Fall asleep faster. Wake up restored."
- "Four pathways. One sachet."
- "Calm. Deep. No melatonin."
- "Less pills. More sleep."
- "A complete nightly protocol — not a single ingredient."
- "₹47 a night for deep sleep."

## Brand promise

If you take Sleep + Recovery nightly for 30 days and your sleep doesn't materially improve, we refund the full ₹1,400 — no questions, no return required. (60-day MBG anchor.)