---
bcp_version: "0.4"
file_type: boundaries
parent: /.well-known/brand.md
last_updated: 2025-07-08
---

# Boundaries

These boundaries are the primary reference for brand-safety agents, vendor platforms, and any partner generating content on behalf of MURI.

## Hard nos

These are absolute. No exceptions, no contextual allowances.

```yaml
hard_no:
  - item: "Do not frame MURI as a de-alcoholised version of an existing alcoholic product."
    tier: core
  - item: "Do not frame MURI as a wine or beer substitute."
    tier: core
  - item: "Do not celebrate the sober movement or frame sobriety as the reason to drink MURI."
    tier: core
  - item: "Do not call MURI kombucha."
    tier: core
  - item: "Do not describe MURI as disruptive or punk."
    tier: core
```

## Soft nos

These are judgment calls. Context determines appropriateness.

```yaml
soft_no:
  - item: "Hype and fluff in copy."
    tier: default
    condition: "Tone is premium through restraint. Avoid hype, but the voice is never dull."
```

## Brand safety

```yaml
brand_safety:
  adjacency_unsuitable:
    - gap
  adjacency_acceptable:
    - gap
  adjacency_contextual:
    gap:
      rule: "Not yet specified."
```