{
  "house": {
    "domain": "muri-drinks.com",
    "name": "MURI"
  },
  "brands": [
    {
      "id": "muri-79fd969c",
      "names": [
        {
          "en_US": "MURI"
        }
      ],
      "url": "https://muri-drinks.com",
      "agents": [
        {
          "type": "brand",
          "url": "https://registry.brandcontextprotocol.dev/mcp?customer_handle=muri-79fd969c",
          "id": "encoded-brands-registry",
          "description": "Reads this brand's full signed Brand Context Protocol package via get_bcp."
        }
      ],
      "colors": {
        "text": "#000000",
        "background": "#FFFFFF",
        "primary": "#1C65AD",
        "accent": "#0071CE",
        "secondary": "#1C1C1C",
        "text-inverse": "#FFFFFF",
        "surface-inverse": "#000000"
      },
      "fonts": {
        "primary": "Heading Font",
        "secondary": "Frida Mono"
      },
      "tone": {
        "voice": "Candid, curious, and pleasure-led—like a chef who reads food science papers and goes to warehouse raves, completely unbothered by convention.",
        "attributes": [
          "Candid",
          "Pleasure-led, not abstinence-led",
          "Curious, not cautious",
          "Specific",
          "Informal-to-conversational",
          "Sharp and confident"
        ],
        "dos": [
          "Say the thing plainly",
          "Frame everything around deliciousness, never deprivation",
          "Be specific with names, ingredients, techniques, and collaborators",
          "Use contractions and colloquial phrasing",
          "Use 'non-alc,' 'delicious,' 'craft,' 'foraged,' 'fermented,' and 'stand on their own' naturally",
          "Use technical precision when describing fermentation, ingredient provenance, or culinary technique while staying candid",
          "Capitalize product names as published and always capitalize MURI, use lowercase 'non-alc'"
        ],
        "donts": [
          "Never sound polished, corporate, or sad",
          "Never soften candor into vagueness",
          "Never write from a sober-curious or abstinence-led frame",
          "Never use 'wine alternative,' 'substitute,' 'proxy,' 'mimic,' 'alcohol-free wine,' 'alcohol-free gin,' or 'sober'",
          "Never be stuffy, breathless, or exclamatory",
          "Never use generality—if copy could describe any drink brand, it is wrong",
          "Never use exclamation points or em-dashes liberally",
          "Never imply comparison to alcoholic reference points"
        ]
      }
    }
  ]
}