SEAMOSS PURE · Brand Book
One ingredient.
Every morning.
Elegance by subtraction — a sea moss brand that doesn't shout.
01 · Purpose
Mission, vision & values
Why the brand exists, where it's going, and the principles that keep every decision honest. A proposal, drawn from the positioning — refine as the business takes shape.
Mission
Make one honest thing, and the ritual around it. Wildcrafted sea moss, prepared simply and sold without the noise the category runs on — so a daily habit feels calm instead of loud.
Vision
To become the quiet default for people who read labels, and to prove a wellness brand can grow by removing, not adding. A shelf where the calmest product wins.
Values
Restraint
We earn attention by removing, not shouting. If an element has no job, it goes.
Honesty
We say what the product is and isn't. It lives in the fridge — and we say so, plainly.
Craft
One ingredient, done properly. The care is the product; there is nowhere to hide.
Calm
Wellness that lowers the volume instead of raising it. The morning, not the miracle.
A quieter kind of wellness.
02 · Positioning
Where we stand
The whole sea moss category looks the same: tropical blues, miracle claims, shouting typography. We are the opposite — an apothecary in a market of megaphones.
Our reference points are Aesop and The Ordinary: clinical, restrained, quietly expensive. The restraint isn't decoration. It is the proof that we don't need to shout — and the discipline that keeps our claims safe.
Who it's for
People who read labels. They have been disappointed by wellness before and have grown allergic to hype. They're not looking to be dazzled; they want one thing they can trust and repeat without thinking about it.
03 · The name
A generic name, made ownable
"Sea moss pure" is a generic, descriptive phrase. It can't be trademarked as words, and it can't be won in search against the whole category. We knew this going in. Here is what makes it defensible anyway.
04 · Logo
The mark
A droplet enclosing a seaweed frond. It reads three ways at once — water, a drop of essence, and a living plant — which is the whole product in one shape.
Download all logos (SVG + PNG)
Minimum sizes — tested, not assumed
We rendered the mark at 16, 32 and 64px and looked. Below 48px the line isotype merges into a smudge; only the solid favicon survives. This is a hard rule: below 48px, use the favicon.
05 · Colour
Palette
Warm cream air, deep olive ink, a dusty-rose product. Every pair below is contrast-audited. Click any swatch to copy its hex.
The sage rule
| Pair | Ratio | Verdict |
|---|---|---|
| Carbon on cream — body | 12.60 | AAA |
| Olive on cream — headings, links | 5.95 | AA |
| Cream on olive — button | 5.95 | AA |
| Sage on cream — as text | 2.66 | Fails |
| Olive on stone | 4.48 | Large only |
Hard rule
Sage reads as the brand's signature colour — as atmosphere. It cannot carry text: it fails WCAG on cream (2.66:1) and stone (2.01:1). The action colour is olive. Sage fills backgrounds and illustration, never letters on a light field.
06 · Typography
Two voices
Cormorant Garamond for display — the same family as the wordmark, so logo and page speak as one. Montserrat for everything functional.
Display · clamp(2.75rem,6vw,4.5rem) / 1.08
H1 · clamp(2.1rem,4.5vw,3.25rem) / 1.18
H2 · 2.25rem / 1.18
Body · 1.05rem / 1.65
Eyebrow · 0.75rem
Cormorant Garamond — display
Uppercase
Lowercase
Numerals & symbols
Montserrat — body & UI
Uppercase
Lowercase
Numerals & symbols
Nothing added. Nothing to decide.
07 · Voice
We talk about the ritual, not the results
Everyone else sells an outcome — more energy, better skin, a fixed thyroid. We sell a spoonful in the morning. It's more believable, it builds the repeat habit, and it's the only voice in this category that doesn't endanger the payment processor.
We say
morning · ritual · spoonful · daily · single · from the sea · harvested · small batch · keep it in the fridge · one ingredient
We never say
cure · treat · heal · prevent · detox · cleanse · miracle · superfood · boost · FDA approved · "92 of the 102 minerals"
| Instead of | We write |
|---|---|
| Boosts your immune system | A daily source of minerals your body uses. |
| Detoxes your gut | One ingredient. Nothing added. |
| This will change your life | It's one thing, done properly. |
08 · Photography
Art direction
Editorial still life in warm cream light, with a great deal of air. The product: clear glass, dusty-rose gel, a flat cork lid, a white wrap-around label. People appear only as hands, cropped at the wrist.
Two hard rules
The gel is dusty rose — never yellow, never gold. And people are hands only: no faces, because a face plus a health product reads as a testimonial, and a testimonial about a result is FTC territory.
09 · Packaging
The label
A white label wrapping the full jar: front with the logo, directions and storage on one side, the Supplement Facts panel on the other. Built from code so the tables stay crisp and correct.
Compliance is built in
DSHEA disclaimer, the iodine / thyroid / pregnancy warning, a declared iodine value, and no disease claims — all present in the layout. This is a design system, not regulatory sign-off: a compliance reviewer approves the final panel before it prints.
10 · Applications
The system in the world
If a mark survives twenty applications without breaking, the system is sound. It does.
11 · Content
Four pillars
Because the name can't be won in search, authority is built through content — deliberately weighted.
The Ritual
Shareable — the morning, the spoon. Anchors repurchase.
The Ingredient
Searchable + authority — origin, harvest, process. Factual, so safest.
Education
Searchable — what it is, how to store it. Captures demand.
Texture
Shareable — pure brand, no copy.
12 · Commerce · appendix
Principles for the storefront
A guide for the future Astro storefront. Prices here are illustrative — the real numbers don't exist yet.
Page structure
One clear call to action per screen, generous whitespace, trust signals beside every claim, and the fewest possible fields at checkout.
Pricing logic
Round prices, not charm prices — $60 signals premium where $59 signals a deal. Two sizes give the shopper a good-better frame; the larger jar anchors, making the smaller feel reasonable. A replenishment subscription turns the gel's short shelf-life from a liability into a habit.
One ingredient. Every morning.
13 · Downloads
Take it with you
Everything in this book, ready to use.
Logos — SVG + PNG Design tokens — CSS
SEAMOSS PURE Brand Book v1.0 · 2026 · Once Once Agency. Fonts: Cormorant Garamond & Montserrat (SIL Open Font License). Product photography is generated and stands in until real product exists.