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

# Voice

MURI calls its voice warm minimalism. It reads like a handwritten note on textured paper. The words are well-chosen but never overworked, with space to breathe between the lines.

## Personality

The brand guide names six personality attributes. They are encoded as stated.

- Intriguing: complex, with many dimensions to discover. Engages the senses through taste, scent, texture, temperature, pairings, and aesthetics.
- Progressive: ahead of trends, shaping the future rather than following it. Pursues originality.
- Bold: courageous and daring. Appeals to those seeking something different.
- Visionary: a conceptual thinker. Embraces imaginative storytelling and cultural influences.
- Artisanal: detail-oriented and focused on quality. Celebrates skill, authenticity, and process.
- Experimental: explores new ideas, techniques, and ingredients. Blends unexpected elements.

## Register

The tone is premium through restraint, not excess. It is clean, spacious, and confident, with human warmth and natural storytelling. It is slightly humble but deeply proud. It stays personal even in formal contexts. It becomes more casual and free on social media. Every so often it lets something slip through: a line that feels like a wink, a sentence that makes you smile.

## Vocabulary

```yaml
prefer:
  - word: "liquid gastronomy"
    tier: core
    rationale: "Brand promise and tagline."
  - word: "urban blendery"
    tier: core
    rationale: "How MURI names its Copenhagen home and production."
  - word: "flavor at the centre"
    tier: default
  - word: "intentionally defy easy categorization"
    tier: default
  - word: "flavor and process over a discernible blueprint"
    tier: default
  - word: "honor the ingredient, the process, and the people we make it for"
    tier: default

avoid:
  - word: "disrupt"
    tier: core
    rationale: "MURI is not outwardly punk or disruptive. The tone is warm minimalism, premium through restraint."
  - word: "de-alcoholised"
    tier: core
    rationale: "MURI is not a de-alcoholised version of an existing drink."
  - word: "substitute"
    tier: default
    rationale: "MURI is not a wine or beer substitute. It is its own category."
  - word: "hype"
    tier: default
    rationale: "The tone avoids hype and fluff."
```

## Punctuation and formatting rules

```yaml
oxford_comma: gap
headline_periods: gap
exclamation_points: sparingly
em_dashes: gap
sentence_case_headlines: gap
capitalization_notes: "US English in everything written."
```

## Channel modulation

```yaml
contexts:
  social:
    tone: "Alive, personal, and current. Less heavily branded. Teases, inspires, engages, and educates."
    register: "More casual and free."
    example: "Sherbet Daydream -- playful, fizzy, acidic, sort of like a cross between a Christmas tree and Barbie on the run! Serve chilled, we love it with smoked salmon and blinis."
  email:
    tone: "A mini version of the site. Sparks curiosity. Shares news, tips, and stories."
    register: "Personal, warm."
    example: "We could only make a small batch. Once it's gone, it's gone. It's a blend made for the table. Serve it cold, share it slowly."
  product_pages:
    tone: "[gap] Not yet specified."
    register: "[gap] Not yet specified."
    example: "[gap] Not yet specified."
  support:
    tone: "[gap] Not yet specified."
    register: "[gap] Not yet specified."
    example: "[gap] Not yet specified."
  advertising:
    tone: "[gap] Not yet specified."
    register: "[gap] Not yet specified."
    example: "[gap] Not yet specified."
```

## Copy examples

| On-brand | Off-brand |
|----------|-----------|
| We are something different, drinks with their own identity, blended to be poured and shared with fine food and fine company. | A de-alcoholised wine alternative for the sober-curious. |
| We're a small urban blendery transforming bold ideas into delicious experiences. | We're disrupting the non-alcoholic space. |
| This is our way of making drinks: with imagination, curiosity, and always with flavor at the centre. | Premium booze-free drinks that revolutionize your night out. |