# WISP Brand Book v1.0  
## Complete English Copy Package for Design & Production

**Document type:** Brand Book — Verbal Identity + Page-Ready Copy  
**Brand:** WISP  
**Version:** 1.0  
**Market:** US primary · EU secondary  
**Audience for this file:** Brand design, packaging, web, social, e-commerce, agency teams  
**Language rule:** Customer-facing assets are **English only** unless a local market kit is commissioned.

---

# HOW TO USE THIS FILE

| Section | For whom | Do not |
|---------|----------|--------|
| 01–04 Brand foundation | All teams | Rewrite brand idea without BD approval |
| 05 Verbal system | Copy, web, social, CS | Invent new taglines casually |
| 06–07 Visual & photo | Design, photo, packaging | Temple red/gold, joss imagery |
| 08 Packaging copy | Packaging designer + factory | Add medical claims |
| 09 Website pages | Web designer + dev | Cluttered promo UI |
| 10 Product PDP | E-comm | Keyword-stuffed Amazon tone on DTC |
| 11 Social & campaign | Content / media | Hype / spiritual scare copy |
| 12 Email & CS | CRM / support | Emoji spam, hard sell |
| 13 Naming & legal notes | Ops / legal | Unverified “organic / pure agarwood” |

**Master brand idea (lock):**  
> **A quiet trail for a noisy life.**

**Brand descriptor (lock):**  
> **Minimal incense for modern stillness.**

---

# 01 · BRAND SNAPSHOT (1-PAGE BRIEF)

## 01.1 Name
**WISP**  
Pronunciation: /wɪsp/  
Meaning cue: a thin trail of smoke; a soft trace left behind.

## 01.2 One-line definition
WISP is a minimal incense brand for modern rooms—soft sandalwood, clean trails, quiet daily rituals.

## 01.3 Positioning statement (internal)
For urban millennials and Gen Z who want home to feel like a pause, WISP is the minimal incense brand that turns sandalwood and natural sticks into soft daily rituals—unlike loud scents or temple incense, WISP leaves only a quiet trail of calm.

## 01.4 Category language

| Use | Avoid |
|-----|--------|
| incense sticks | joss sticks |
| modern ritual incense | agarbatti (DTC primary) |
| home ritual / home scent | temple incense |
| sandalwood | “magic smoke” |
| trail / soft trail | purify / detox / cleanse energy |
| apartment-friendly | bulk / wholesale factory |

## 01.5 Brand personality
Still · Soft · Precise · Warm · Unfussy  

Sounds like: a calm, design-literate roommate who never overexplains.  
Does not sound like: a guru, a temple shop, a discount marketplace, or a wellness cliché mill.

## 01.6 Competitive stance

| Brand type | Stance vs WISP |
|------------|----------------|
| Kin Objects | Design-object led → WISP is **scent & ritual led** |
| Indian mass incense | Volume & price → WISP is **clean, minimal, premium-soft** |
| Japanese fine incense | Heritage connoisseur → WISP is **younger, lifestyle, DTC-native** |
| Candle brands | Ambient glow → WISP owns **timed ritual (one stick)** |

---

# 02 · MISSION · VISION · BELIEFS

## Mission
Make stillness accessible in everyday rooms.

## Vision
Become the default incense of modern minimal living in the West.

## Beliefs (copy-ready, use selectively)
1. Calm is not a spa day. It’s a twenty-minute stick.  
2. Rooms need rituals, not more noise.  
3. Soft is not weak. Soft is intentional.  
4. East craft can live in West apartments—without costume.  
5. One quiet trail is enough.

## Brand promise
A cleaner, softer way to mark a pause at home.

---

# 03 · AUDIENCE (FOR CREATIVE TARGETING)

## Primary
**Name:** Soft Seekers of Stillness  
**Age:** 25–38  
**Where:** US cities first; UK/EU design-aware cities  
**Context:** apartments, remote work, yoga, reading, evening wind-down  
**Job-to-be-done:** “Give me permission to stop for 20 minutes.”  
**Barriers:** temple aesthetics, harsh smoke, overly sweet candles, “spiritual” marketing  

## Secondary
- Gift buyers (housewarming, birthday, care packages)  
- Design-sensitive home stylists  
- Light mindfulness practitioners (non-religious framing)

## Insight line (campaign-safe)
> I don’t need another self-care product. I need a 20-minute permission to stop.

---

# 04 · BRAND ARCHITECTURE & PRODUCT WORLD

## Master brand
**WISP**

## Lines

### Ritual Sticks (core)
| Line code | Name | Role | Short descriptor |
|-----------|------|------|------------------|
| R1 | **WARM** | Hero / sandalwood core | Grounded sandalwood. Golden quiet. |
| R2 | **STILL** | Quiet rooms | Soft quiet for empty rooms. |
| R3 | **SOFT** | Evening | Evening wind-down. Low light. |
| R4 | **CLEAR** | Focus | A lighter trail for focus. |

### Objects
| Code | Name | Descriptor |
|------|------|------------|
| O1 | **Trail Holder** | A minimal place for the trail to begin. |
| O2 | **Snuffer** (optional later) | End cleanly. Keep the quiet. |

### Sets
| Code | Name | Descriptor |
|------|------|------------|
| K1 | **First Trail Kit** | Everything to begin—sticks, holder, ritual card. |
| G1 | **Gift Trail Box** | A quiet gift for modern rooms. |

## Series naming rule
- Master brand always visible: **WISP**  
- Line name in caps or small caps: **WARM**  
- No random poetic Chinese romanization on primary pack  
- Limited editions: `WISP · WARM · [Edition Name]`

---

# 05 · VERBAL IDENTITY

## 05.1 Masterline (primary lock)
**A quiet trail for a noisy life.**

## 05.2 Brand descriptor
**Minimal incense for modern stillness.**

## 05.3 Alternate lines (approved bank)

**Hero / campaign**
- Follow the trail.  
- Soft endings to hard days.  
- One stick. Twenty minutes. Enough.  
- Not for temples. For Tuesdays after work.  
- Light softly. Stay a while.

**Product / pack**
- Soft trail. Clean wood.  
- Apartment-friendly incense.  
- Sandalwood, without the shout.  
- Ritual for modern rooms.

**Gift**
- For rooms that need a pause.  
- A quieter kind of care package.

## 05.4 Tone rules

| Do | Don’t |
|----|--------|
| Short sentences | Hype superlatives (“life-changing!!”) |
| Sensory & specific | Abstract wellness fluff |
| Literary, restrained | Pseudo-spiritual jargon |
| Confident quiet | Discount urgency |
| Inclusive, secular ritual | Religious instruction |

## 05.5 Words to avoid (customer-facing)
temple · joss · karma cleanse · chakra detox · magic · curse · energy cleanse (as claim) · purify the air (as medical/scientific claim) · 100% pure agarwood (unless documented) · organic (unless certified) · factory direct · wholesale vibes

## 05.6 Words to prefer
trail · soft · still · quiet · room · ritual · pause · sandalwood · natural · minimal · warm · clear · evening · focus · clean burn · low smoke · modern

## 05.7 Voice examples

**On-brand**  
> Light WARM when the day still sits on your shoulders. One stick. Let the trail rise. That’s the whole practice.

**Off-brand**  
> Our ancient mystical formula will cleanse your aura, attract wealth, and detox your space instantly!!!

---

# 06 · VISUAL DIRECTION (FOR DESIGNERS)

## 06.1 Art direction keywords
Soft minimal · Warm paper · Smoke geometry · Quiet luxury · Negative space

## 06.2 Color direction

| Role | Direction | Notes |
|------|-----------|--------|
| Primary | Bone / warm off-white | Large pack fields |
| Secondary | Fog gray · soft charcoal | Type, rules |
| Accent | Pale wood · muted sand | Sandalwood cue |
| Avoid | Temple red/gold fields · neon · loud purple |

## 06.3 Logo direction
- Wordmark-first: **WISP**  
- Optional symbol: a single thin arc / rising trail (never thick smoke cloud)  
- Clear space: minimum height of “W” around mark  
- Do not lock logo inside ornate frames or mandalas  

## 06.4 Typography direction
- Contemporary humanist sans for UI & body  
- Refined display for brand lines (tight tracking, elegant, not tech-startup)  
- Prefer sentence case for long copy; small caps optional for line names (WARM)  

## 06.5 Layout principles
1. Negative space ≥ 40% on key visuals  
2. One idea per frame  
3. Type is part of the quiet—never shout  
4. Photography leads; illustration secondary  
5. Grid is strict; decoration is almost none  

## 06.6 Photography doctrine (non-negotiable)
Every hero image should meet **at least two**:
1. Visible **trail of smoke**  
2. Real living space (desk, bedside, window light)  
3. Restrained hand action (light / place / snuff)  
4. Soft natural light  

**Forbidden:** pure white marketplace cutouts as brand hero; heavy temple iconography; choking dense smoke; cyber filters; cluttered prop tables.

## 06.7 Motion / video
- 9:16 primary (Reels / TikTok)  
- Slow trail is the star  
- Sound: soft match, quiet room tone, optional ambient—no aggressive music drops  
- End card: **WISP** + masterline  

---

# 07 · BRAND MARK APPLICATIONS (COPY LABELS)

Use these exact labels in mockups:

| Application | Lockup copy |
|-------------|-------------|
| Primary | WISP |
| With descriptor | WISP · Minimal incense for modern stillness |
| With masterline | WISP · A quiet trail for a noisy life. |
| Product | WISP · WARM |
| Kit | WISP · First Trail Kit |
| Social bio | Minimal incense for modern stillness. |

---

# 08 · PACKAGING COPY DECK

## 08.1 Front of pack (all stick SKUs)

**Structure**
```
WISP
[LINE NAME]
[One-line scent descriptor]
```

**By line**

| Line | Front descriptor |
|------|------------------|
| WARM | Grounded sandalwood. Golden quiet. |
| STILL | Soft quiet for empty rooms. |
| SOFT | Evening wind-down. |
| CLEAR | A lighter trail for focus. |

Optional micro-line under descriptor (small):  
`Soft trail · Modern ritual incense`

## 08.2 Side panel — facts block
```
Contents: [xx] sticks
Approx. burn: [20–30] minutes per stick
Scent family: [Sandalwood / Soft blend / Light wood / Evening]
Best for: [After work / Quiet rooms / Focus / Evening]
```

## 08.3 Side panel — how to use
```
HOW TO LIGHT
1. Place stick in a heat-safe holder.
2. Light the tip until it catches.
3. Gently blow out the flame.
4. Let the soft trail rise. Stay for one stick.
```

## 08.4 Safety block (required)
```
SAFETY
Never leave burning incense unattended.
Keep away from children, pets, and flammable materials.
Use on a stable, heat-safe surface.
Ventilate the room as needed.
Not for ingestion. For ambient fragrance only.
```

## 08.5 Back panel — brand story (short)
```
WISP
A quiet trail for a noisy life.

Minimal incense for modern rooms—
soft sandalwood, clean trails, everyday rituals.

Not for temples. For Tuesdays after work.
```

## 08.6 Back panel — ingredients frame
```
WHAT’S INSIDE
Crafted with a natural wood base and aromatic botanicals.
Formulated for a softer, apartment-friendly trail.

[List primary materials honestly]
```

## 08.7 Trail Holder packaging
**Front**
```
WISP
TRAIL HOLDER
A minimal place for the trail to begin.
```

**Back**
```
Designed for stick incense.
Stable base. Quiet form.
Pair with WARM, STILL, SOFT, or CLEAR.
```

## 08.8 First Trail Kit
**Front**
```
WISP
FIRST TRAIL KIT
Everything to begin.
```

**Includes line (back/side)**
```
INCLUDES
• [Line] incense sticks
• Trail Holder
• Ritual Card
```

**Kit story**
```
Your first pause, packed simply.
Light one stick. Follow the trail.
```

## 08.9 Gift Trail Box
**Front**
```
WISP
GIFT TRAIL BOX
A quiet gift for modern rooms.
```

**Gift note (optional insert)**
```
For someone who deserves a softer evening.
— WISP
```

## 08.10 Ritual Card (insert — print ready)

**Title**  
FOLLOW THE TRAIL

**Body**
```
1. Place the stick.
2. Light the tip. Let the flame settle.
3. Blow out. Watch the trail rise.
4. Stay for one stick. That’s enough.

WISP
A quiet trail for a noisy life.
```

**Footer micro**  
`wisphome` or site URL · @handle  

---

# 09 · WEBSITE COPY PACKAGE (SHOPIFY-READY)

## 09.1 Global UI chrome

| Element | Copy |
|---------|------|
| Nav — Shop | Shop |
| Nav — Rituals | Rituals |
| Nav — Our Story | Our Story |
| Nav — Kits | Kits |
| Cart empty | Your trail is empty. |
| Announcement bar (optional) | Soft trails for modern rooms. Free US shipping over $XX. |
| Footer tagline | Minimal incense for modern stillness. |
| Footer masterline | A quiet trail for a noisy life. |

## 09.2 Homepage

### Meta
- **Title:** WISP · Minimal Incense for Modern Stillness  
- **Description:** Soft sandalwood and modern ritual incense for quiet rooms. A quiet trail for a noisy life.

### Hero
**Eyebrow (optional)**  
MODERN RITUAL INCENSE  

**Headline**  
A quiet trail for a noisy life.

**Subhead**  
Minimal incense for modern stillness—soft sandalwood, clean trails, everyday pauses.

**Primary CTA**  
Shop the trail  

**Secondary CTA**  
Start with the Kit  

### Section — The idea
**Title**  
Stillness, timed by a stick.

**Body**  
WISP is incense for apartments, desks, and evenings that need an edge softened.  
Not loud. Not sacred-stage. Just a soft trail—and twenty quiet minutes.

**CTA**  
Explore sticks  

### Section — Shop by ritual
**Title**  
Choose your pause.

| Card | Title | Text | CTA |
|------|-------|------|-----|
| 1 | WARM | Grounded sandalwood for after the day. | Shop WARM |
| 2 | STILL | Soft quiet for empty rooms. | Shop STILL |
| 3 | SOFT | Evening wind-down. | Shop SOFT |
| 4 | CLEAR | A lighter trail for focus. | Shop CLEAR |

### Section — First Trail Kit
**Eyebrow**  
BEGIN HERE  

**Title**  
First Trail Kit

**Body**  
Sticks, a minimal holder, and a ritual card.  
Everything you need to start—without the clutter.

**CTA**  
Get the Kit  

### Section — Why WISP
**Title**  
Soft by design.

**Bullets**
- Soft trail for modern rooms  
- Sandalwood-led, clean formulations  
- Minimal form—from stick to holder  
- Ritual language, not temple costume  

### Section — How it works
**Title**  
One stick. That’s the practice.

1. Place  
2. Light  
3. Trail  
4. Stay  

**CTA**  
Learn the ritual  

### Section — Social proof (template)
**Title**  
From quiet rooms.

**Review templates (placeholders)**  
> “Finally incense that doesn’t feel like a temple shop or a gas station.”  
> “The trail is soft. The whole evening changes.”  
> “Bought the kit. Kept the habit.”

### Section — Journal / Rituals teaser
**Title**  
Notes on stillness.

**CTA**  
Read the journal  

### Closing band
**Headline**  
Follow the trail home.

**CTA**  
Shop WISP  

## 09.3 Our Story page

**H1**  
Our home is a room with a soft trail.

**Lead**  
WISP began with a simple frustration: most incense was either too harsh, too theatrical, or too hard to place in a modern home.

**Body**  
We make minimal incense for people who want a pause—not a performance.  
Sandalwood and quiet blends. Cleaner trails. Forms that sit calmly on a desk or nightstand.

We draw from Eastern craft with respect, then edit for Western rooms and contemporary life.  
No costume. No shout. Just ritual that fits a Tuesday.

**Close**  
A quiet trail for a noisy life.  
That’s the whole brand.

**CTA**  
Shop rituals  

## 09.4 Rituals / How to page

**H1**  
How to follow the trail

**Intro**  
You don’t need a ceremony. You need a stick and a few free minutes.

**Steps**  
1. **Place** — Use a heat-safe holder on a stable surface.  
2. **Light** — Hold the flame to the tip until it glows.  
3. **Settle** — Gently blow out. Let the ember work.  
4. **Stay** — One stick is a complete pause.

**When to light**
- After work, when the day still clings  
- Before focus, when the room feels scattered  
- Evening, when you want the volume turned down  
- Weekends, when quiet is the plan  

**Safety**  
Always burn responsibly. See safety notes on pack.

**CTA**  
Shop sticks  

## 09.5 Kits page
**H1**  
Begin simply.

**Body**  
Kits remove the guesswork. A holder, a first scent, a ritual card—packed as a single soft entry.

**CTA**  
Shop First Trail Kit  

## 09.6 Contact / Support
**H1**  
We’re here—quietly.

**Body**  
Questions about burn time, scent, shipping, or wholesale?  
Write us. We’ll answer like humans.

**Form labels**  
Name · Email · Order number (optional) · Message · Send  

## 09.7 Footer legal micro
```
© [Year] WISP. All rights reserved.
For ambient fragrance. Burn responsibly.
```

---

# 10 · PRODUCT DETAIL PAGE (PDP) COPY

## 10.1 Universal PDP skeleton

1. Title  
2. One-line descriptor  
3. Price  
4. Short story (2–3 sentences)  
5. Ritual moments  
6. Scent notes  
7. Details / specs  
8. How to use  
9. Pair with  
10. Safety  

## 10.2 WARM — Sandalwood Sticks

**Product title**  
WISP WARM · Sandalwood Incense Sticks  

**Short descriptor**  
Grounded sandalwood. Golden quiet.

**Story**  
WARM is our sandalwood center of gravity—softly woody, steady, and made for the hour when the day still sits on your shoulders. A clean trail. A warmer room. No shout.

**Ritual moments**
- After work  
- Slow mornings  
- Reading by a window  

**Scent notes** (edit to real formula)
- Heart: Sandalwood  
- Body: Soft wood, warm quiet  
- Character: Grounded · Golden · Calm  

**Details** (template)
- [xx] sticks  
- Approx. [20–30] min per stick  
- Soft trail · Apartment-aware  
- Use with Trail Holder  

**CTA**  
Add WARM  

**Pair with**  
Trail Holder · First Trail Kit  

## 10.3 STILL

**Title**  
WISP STILL · Soft Quiet Incense Sticks  

**Descriptor**  
Soft quiet for empty rooms.

**Story**  
STILL is for rooms that need less—not more. A softer blend for open afternoons, post-cleanup calm, and the kind of silence you can actually hear.

**Ritual moments**  
Empty apartment energy · post-yoga · journaling  

**CTA**  
Add STILL  

## 10.4 SOFT

**Title**  
WISP SOFT · Evening Incense Sticks  

**Descriptor**  
Evening wind-down.

**Story**  
SOFT is the lights-lowered stick. For kitchens after dinner, bedsides, and the last quiet stretch before sleep routines begin.

**Ritual moments**  
Evening · Sunday night · slow showers nearby (not in wet zones)  

**CTA**  
Add SOFT  

## 10.5 CLEAR

**Title**  
WISP CLEAR · Focus Incense Sticks  

**Descriptor**  
A lighter trail for focus.

**Story**  
CLEAR keeps the room awake without crowding it. A lighter trail for desk hours, deep work blocks, and mornings that need edges defined.

**Ritual moments**  
Desk · studio · study  

**CTA**  
Add CLEAR  

## 10.6 Trail Holder

**Title**  
WISP Trail Holder  

**Descriptor**  
A minimal place for the trail to begin.

**Story**  
Form first, flourish never. The Trail Holder is a stable, quiet object designed to disappear into modern rooms—until the stick is lit.

**Details**  
Material: [ ] · Size: [ ] · Care: [ ]  

**CTA**  
Add Holder  

## 10.7 First Trail Kit

**Title**  
WISP First Trail Kit  

**Descriptor**  
Everything to begin.

**Story**  
The simplest way to start a WISP ritual: a first scent, a minimal holder, and a card that shows you how to follow the trail—no clutter, no guesswork.

**Includes**
- Incense sticks ([line])  
- Trail Holder  
- Ritual Card  

**CTA**  
Start here  

## 10.8 Gift Trail Box

**Title**  
WISP Gift Trail Box  

**Descriptor**  
A quiet gift for modern rooms.

**Story**  
For housewarmings, birthdays, and “you need a softer week” moments. Beautiful restraint on the outside. A real pause on the inside.

**CTA**  
Gift the trail  

---

# 11 · CAMPAIGN & SOCIAL COPY

## 11.1 Campaign system
**Campaign name:** Follow the Trail  
**Big idea:** Follow the soft trail from noise back to yourself.  
**Hashtag (owned):** #FollowTheTrail  
**Support tags (optional):** #WISP #ModernStillness  

## 11.2 Platform bios

**Instagram / TikTok**  
```
WISP — minimal incense for modern stillness.
A quiet trail for a noisy life.
```

**Pinterest**  
```
Soft trails, modern rooms, quiet rituals.
```

## 11.3 Content pillars (captions)

### Ritual (35%)
> After work is a real time of day.  
> Light WARM. Stay for one stick.  
> #FollowTheTrail

### Room (25%)
> The room doesn’t need more stuff.  
> It needs a softer edge.  
> WISP in modern rooms.

### Trail (20%)
> Watch the trail rise.  
> That’s the whole video.  
> That’s the whole point.

### Craft (10%)
> East craft. West rooms.  
> Edited, not costumed.

### Culture (10%)
> Stillness isn’t a luxury spa day.  
> It’s twenty minutes you protect.

## 11.4 Launch captions (ready)

**Launch hero**  
```
WISP is here.
Minimal incense for modern stillness.
A quiet trail for a noisy life.

Shop the trail. Link in bio.
```

**Kit push**  
```
Don’t overthink your first stick.
First Trail Kit — sticks, holder, ritual card.
Begin softly.
```

**After Work series**  
```
The commute ends.
The inbox doesn’t.
Light the trail anyway.

WISP · After Work
```

## 11.5 Paid social primary text (short)
```
Soft sandalwood. Clean trails. Modern rooms.
WISP — a quiet trail for a noisy life.
```

## 11.6 Influencer seeding note (email)
**Subject:** A quiet trail for your room  

```
Hi [Name],

We’re WISP—minimal incense for modern stillness.
Not temple smoke. Not loud home fragrance.
Just a soft trail for real rooms.

We’d love to send you a First Trail Kit:
[line] sticks + holder + ritual card.

No forced script. If it fits your space, we’d love to see your trail.

Warmly,
WISP
```

---

# 12 · EMAIL · SMS · CUSTOMER SERVICE

## 12.1 Welcome email
**Subject:** Your trail starts soft  

```
Welcome to WISP.

We make minimal incense for modern rooms—
soft sandalwood, clean trails, everyday pauses.

Start anywhere:
• First Trail Kit — the simplest beginning
• WARM — our sandalwood center

A quiet trail for a noisy life.

— WISP
```

## 12.2 Post-purchase
**Subject:** Light it when the day is heavy  

```
Thank you for ordering from WISP.

When it arrives:
1. Find a stable, heat-safe holder.
2. Light one stick.
3. Stay for the trail.

Your ritual card is in the box.

Questions? Just reply.
```

## 12.3 Browse abandonment
```
Still deciding?
Begin with the First Trail Kit—everything you need, nothing you don’t.
```

## 12.4 CS macros

**Shipping**  
```
Happy to help. Once your order ships, you’ll receive tracking by email.
```

**Smoke sensitivity**  
```
WISP is formulated for a softer trail, but every room and sensitivity is different.
Please ventilate as needed, start with a shorter session, and never leave incense unattended.
```

**Returns (template)**  
```
Sorry it didn’t feel right in your space. Here’s how we can help: [policy].
```

**Tone rule for CS:** short, warm, human, no spiritual diagnosis of the customer’s life.

---

# 13 · AMAZON / MARKETPLACE TONE BRIDGE

DTC voice stays literary-restrained.  
Marketplace titles may be clearer/searchable **without** becoming spam.

**Amazon title pattern**
```
WISP WARM Sandalwood Incense Sticks — Soft Trail Minimal Incense for Home, [xx] Sticks
```

**Bullets pattern**
- Soft trail designed for modern rooms  
- Sandalwood-led scent for after-work calm  
- Approx. [xx] min burn per stick  
- Pair with a heat-safe holder  
- Burn responsibly; see safety details  

**Do not:** keyword dump; temple claims; medical air-purifying claims.

---

# 14 · BRAND FILM / HERO VIDEO SCRIPT (30–45s)

**Title:** Follow the Trail  
**End card:** WISP · A quiet trail for a noisy life.

| Time | Visual | VO / Super |
|------|--------|------------|
| 0–5s | City / laptop glow / noise of day (soft) | Super: The day is loud. |
| 5–12s | Hand places stick in Trail Holder | Super: The room can be soft. |
| 12–22s | Light · flame settles · trail rises | VO: One stick. |
| 22–35s | Room softens—desk, window, evening | VO: Twenty minutes. Enough. |
| 35–45s | Product family beauty + trail | Super: WISP · Minimal incense for modern stillness. CTA: Follow the trail. |

**VO full (optional, 1 take)**  
```
The day is loud.
Your room doesn’t have to be.
Light one stick.
Follow the trail.
WISP.
```

---

# 15 · BRAND STORY DECK SLIDES (COPY ONLY)

Use for internal pitch / investor / retail buyer PDF:

1. **Cover** — WISP · A quiet trail for a noisy life.  
2. **Problem** — Home fragrance is either harsh, theatrical, or empty of ritual.  
3. **Insight** — People don’t need more products; they need permission to pause.  
4. **Solution** — Minimal incense for modern stillness.  
5. **World** — WARM / STILL / SOFT / CLEAR + Trail Holder + Kits  
6. **Proof** — Soft trail · modern rooms · clean craft  
7. **Go-to-market** — DTC + content + selective retail  
8. **Ask / next** — Launch kit · brand film · seeding  

---

# 16 · LOCKED PHRASES CHEAT SHEET (PRINT FOR STUDIO WALL)

```
WISP
A quiet trail for a noisy life.
Minimal incense for modern stillness.

Follow the trail.
One stick. Twenty minutes. Enough.
Not for temples. For Tuesdays after work.
Soft endings to hard days.
Soft trail. Clean wood.
```

**Line descriptors**
```
WARM  — Grounded sandalwood. Golden quiet.
STILL — Soft quiet for empty rooms.
SOFT  — Evening wind-down.
CLEAR — A lighter trail for focus.
```

---

# 17 · LEGAL & CLAIMS FOOTER (DESIGN MUST INCLUDE WHERE NEEDED)

```
For ambient fragrance only.
Never leave burning incense unattended.
Keep away from children, pets, and flammable materials.
Use on a heat-safe surface. Ventilate as needed.
```

Marketing may describe mood and ritual.  
Marketing may **not** claim medical outcomes, air sterilization, or spiritual guarantees.

---

# 18 · FILE HANDOFF CHECKLIST FOR DESIGN

- [ ] Wordmark exploration under “quiet trail” symbol rule  
- [ ] Color board: bone / fog / charcoal / sand  
- [ ] Pack dielines using Section 08 copy  
- [ ] Ritual Card using 08.10  
- [ ] Homepage wire using 09.2  
- [ ] PDP templates using Section 10  
- [ ] Social templates using masterline + trail photography  
- [ ] Safety copy always present on pack  

---

# DOCUMENT CONTROL

| Field | Value |
|-------|--------|
| Brand | WISP |
| Doc | Brand Book v1.0 — English Copy Package |
| Status | Design-ready |
| Owner | Brand Director |
| Next revision trigger | Final formula names, burn times, pack sizes, domain/URL, trademark confirmation |

**Approval line (master idea)**  
Approved brand idea: **A quiet trail for a noisy life.**  
Approved descriptor: **Minimal incense for modern stillness.**

---

*End of WISP Brand Book v1.0 Copy Package*