{
  "brand": "WISP",
  "domain": "wisp.la",
  "version": "1.0",
  "language": "en",
  "locked": {
    "name": "WISP",
    "pronunciation": "/wɪsp/",
    "masterline": "A quiet trail for a noisy life.",
    "descriptor": "Minimal incense for modern stillness.",
    "domain_display": "wisp.la",
    "domain_spoken": "wisp-la",
    "personality": ["Still", "Soft", "Precise", "Warm", "Unfussy"]
  },
  "short": {
    "bio_120": "WISP is minimal incense for modern rooms—soft sandalwood, clean trails, quiet daily rituals.",
    "bio_ig": "Minimal incense for modern stillness. · wisp.la",
    "cta_primary": "Shop quiet",
    "cta_secondary": "Explore lines",
    "nav": ["Lines", "Ritual", "About", "Shop"]
  },
  "lines": {
    "WARM": {
      "name": "WARM",
      "tag": "Evening wood",
      "blurb": "Sandal · ember · a room that softens after dark."
    },
    "STILL": {
      "name": "STILL",
      "tag": "Grounded quiet",
      "blurb": "Earth · sage · the pause between tasks."
    },
    "SOFT": {
      "name": "SOFT",
      "tag": "Gentle air",
      "blurb": "Mist · cream · light as a morning window."
    },
    "CLEAR": {
      "name": "CLEAR",
      "tag": "Open sky",
      "blurb": "Breath · open · a clean trail through the day."
    }
  },
  "packaging": {
    "stick_count": "20 sticks",
    "burn_note": "One stick. One quiet stretch of time.",
    "caution": "Never leave burning incense unattended. Keep away from children and pets. Use on a heat-safe surface.",
    "side_copy": "A quiet trail for a noisy life."
  },
  "avoid": [
    "joss sticks (DTC primary)",
    "temple incense",
    "purify / detox / cleanse energy",
    "medical or therapeutic claims",
    "guru / spiritual scare copy",
    "neon tech black-gray as brand field"
  ],
  "legal_mark": {
    "tm": "WISP™",
    "domain": "wisp.la",
    "note": "Use ™ until federal registration issues; then ® only in registered territories."
  }
}