# Alea Protection — Brand Guidelines

> Generated from `index.html`. Do not edit by hand — update the deck and re-run `scripts/generate-design-system.mjs`.

## Mission

We make periods feel good. Period.

> "Period products should be viewed as an integral part of self‑care, much like skincare." — Roxane, Founder


## Three Pillars

**1. Self-Care.**
We're part of our community's self-care journey. Period care isn't an afterthought, it's a thoughtful, intentional ritual that belongs in every healthy wellness routine.

**2. Sustainability.**
Healthy bodies need a healthy planet. Our 100% organic cotton products and plastic-free packaging reflect a deep commitment to your health and the environment.

**3. Accessibility.**
Menstrual health should be a priority for all. We bring free, healthy period care into corporate, fitness, and school washrooms across Canada, and donate to those who can't afford it.

## Voice & Tone

We sound like a friend who actually knows.

- **First‑person plural** — "We" and "us." The brand speaks as a collective. Founder voice slips into "I" only on Our Story.
- **Period talk** — We use the right words: period, blood, cramps, vagina. No 'feminine hygiene', no 'sanitary products.' We're here to normalize the conversation, periods affect 51% of the population, and everyone should feel comfortable talking about them. We prefer 'period'
- **Tone of Voice** — Fun, bold, friendly, but always trustworthy. We can make you smile and still earn your confidence in the same sentence.
- **Benefits first, evidence second** — We lead with what it means for you, then back it up with proof. The feeling earns attention; the facts earn trust.



## Do

- Talk like a friend. "We know periods aren't always fun."
- Make claims concrete. "Free from plastics, fragrances, dyes."
- Set on cream. Pure white is reserved for cards on cream.
- Use red as a signal. CTAs, sale, hover. Never a wash.
- Trust photography. Warm light, soft focus, real skin.
- Sentence case for headlines, buttons, nav.

## Don't

- Sound clinical or coy. No "feminine hygiene," no "monthly visitor."
- Add sage or green. Retired. Warm‑family only.
- Reach for gradients. The brand is magazine‑flat.
- Pepper with emoji. One pin (📍) on Store Locator. That's it.
- Draw illustrations. Photography does the work.
- Drop‑shadow heavily. Stay close to the surface.

## Logo

The wordmark is "alea" set in the custom italic display letterforms. Use:

- **On cream** — black wordmark on `#F7F1EA` (default)
- **On earth** — cream wordmark on `#6E6761` (dark surfaces, footer)
- **On pink** — black wordmark on `#e97c8c` (lifestyle, newsletter)
- **On red** — cream wordmark on `#db4a30` (CTAs, sale flags)

Never recolor outside this set. Never stretch, rotate, or add effects.

## Color (summary — see tokens.json for hex codes)

- **Eggshell** `--alea-eggshell` — quiet warm off-white used for subtle accents, small labels, meta marks, and hover underlines.
- **Earth** `--alea-earth` — footer, inverse surfaces, dark-mode panels. Almost-black with a warm cast.
- **Pink** `--alea-pink` — newsletter blocks, lifestyle backgrounds, decorative fills.
- **Cream** `--alea-cream` — paper / page background, warmer than pure white.

## Typography

One family: **Suisse Int'l** (Swiss Typefaces), self-hosted as woff2.

- Weights: **400** (Regular), **500** (Medium), **500 Italic**
- Tight tracking on display sizes (`-0.025em`); generous body line-height (`1.5`)
- Sentence case for headlines, buttons, and nav. Title Case is for product names only.

## Imagery

- Warm light, soft focus, real skin
- Photography does the work — no illustrations, no gradients, no parallax
- Magazine-flat aesthetic