# DRIFT — AI brand brief

## How to use this brief
Give this file, the current logo assets and the specific task to the AI. For a visual task, also attach the selected SVG or PNG; a written description cannot reproduce the logo accurately. Use this as brand guidance, subject to the owner's current task instructions. Ask for essential missing facts rather than making them up.

## Brand foundation
- Name: DRIFT. Write the brand name in capitals.
- Tagline: Wellness on Water. The supplied logo renders it as WELLNESS ON WATER. Do not replace it with Floating Saunas.
- Positioning: an authentic, premium floating contrast therapy experience. Rough luxury: refined design in contact with real water, heat, cold and tactile natural materials.
- Experience context: floating saunas, cold plunges and time to relax. Do not infer the precise facilities, operating location or service format from this description.
- Premium should come through care, restraint, material quality and considered details. Avoid conspicuous wealth, exclusivity claims and glossy hotel-spa clichés.

## Approved identity — Option A / Angled ends
Use the assets in this kit as the source of truth. Earlier design comparisons are not alternative approved logos.
The wordmark has open spacing, clean lettering, a long wave flowing directly from the R, slightly lighter strokes and small angled cuts at the ends of the F and T crossbars. It has no added serifs. Do not introduce the diagonal feet or tapered stems from other concepts.

### Asset selection
- `drift-wordmark-{colour}.svg`: primary wordmark without tagline.
- `drift-lockup-{colour}.svg`: wordmark with Wellness on Water; use when the tagline is readable at the final size.
- `drift-monogram-{colour}.svg`: established framed D and wave; use for compact placements.
- `drift-embroidery-wordmark-{colour}.svg` and `drift-embroidery-monogram-{colour}.svg`: heavier production artwork. No tagline on embroidery.
- Replace `{colour}` with `black`, `white` or `copper`. Transparent PNG equivalents have `-1200.png` or `-3600.png` suffixes.

### Logo rules
Place the supplied artwork; do not retype DRIFT in a font, trace a screenshot or ask an image model to invent the logo. Preserve aspect ratio, letter spacing, wave connection, tagline alignment and original colours. Do not stretch, crop, add shadows, distressing, outlines, gradients or extra ornaments. Reserve clear space around the visible artwork of at least one capital D height. File padding is not a substitute for layout clear space.
Use black on light backgrounds and white on dark backgrounds. Copper works as an accent logo on a suitably contrasting surface. Avoid placing the mark over busy imagery. Use SVG for scalable artwork and PNG at or below its native dimensions. A flat copper colour does not imply metallic ink or foil; specify physical finishes separately with the producer. Embroidery artwork needs supplier digitisation and an actual-size stitch sample on the intended fabric.

## Colour palette
| Colour | HEX | Intended role |
|---|---|---|
| Onyx black | #0B0B0B | Primary dark surface |
| Charcoal | #1A1A1A | Secondary dark surface |
| Slate | #2B2B2D | Dividers and neutral structure |
| Forest green | #1F3A34 | Natural supporting surface |
| Sand stone | #E7E1DB | Light surfaces and light text |
| Copper | #B8734A | Restrained accent and logo |
| Ebony wood | #12100E | Deep warm neutral |

Logo black is #000000; logo white is #FFFFFF. Keep copper selective rather than making everything copper. Check contrast at the final text size; do not assume every palette combination is accessible. Prefer sand or white text on dark foundations and dark text on sand. Do not use colour alone to convey information.

## Typography and layout
Use Playfair Display Regular or Medium for editorial headings. Use Montserrat Regular or Medium for body text, labels and controls. Font files and licences are included. These fonts do not replace the custom logo artwork.
Use calm hierarchy, generous space, strong alignment and a small number of meaningful elements. Use uppercase with measured tracking for short labels, not long paragraphs. Keep body copy comfortable to read; 16px is a sensible web starting point. Avoid excessive ornament, faux-gold decoration, heavy shadows and dense promotional badges. Keep practical controls and information easy to find.

## Photography and material direction
Favour real timber grain, weathered surfaces, brushed copper, stone, linen, water reflections and natural steam. Use muted natural colour, soft daylight or warm sauna light, with enough detail to avoid muddy blacks. Frame human-scale, believable experiences and quiet moments. Roughness belongs in real materials, not in artificial damage to the logo.
Prefer supplied authentic photographs. Label generated imagery as a concept when it could be mistaken for a real DRIFT location, facility or guest experience. Do not fabricate a venue, testimonial or operational detail. For generated compositions, leave room for the real logo to be placed afterwards.

## Voice and copy
Write in clear British English: calm, warm, grounded and quietly confident. Be inviting rather than exclusive. Use concrete sensory language sparingly: warmth, cool water, timber, steam, stillness. Keep sentences concise and focus on the experience rather than declaring how luxurious it is.
Avoid hype such as “ultimate luxury”, “unparalleled”, “VIP”, “life-changing”, “biohacking” and generic “escape the ordinary” language. Do not promise medical or guaranteed wellbeing outcomes. No invented claims about detoxification, immunity, recovery or treatment.

Illustrative copy, not fixed slogans:
- Headline: “Warmth. Water. Time to yourself.”
- Short description: “A floating contrast therapy experience, with space to slow down.”
- Practical CTA: “Explore the experience.” Use “Book your session” only where a real booking destination is supplied.

## Facts to obtain before publishing
Locations, opening hours, dates, prices, capacity, booking links, session duration, temperatures, accessibility, safety guidance, age restrictions, included facilities, sustainability claims and testimonials are not established by this kit. Request these when needed. Mark missing draft facts clearly; do not silently invent them. Follow verified operational and safety information supplied by the owner.

## Reusable task prompt
Create [deliverable] for DRIFT using this brand brief and the attached approved assets. Audience: [audience]. Purpose: [purpose]. Format and dimensions: [format]. Confirmed facts and required copy: [facts]. Keep the result restrained, tactile and authentic, with clear practical information. Use the supplied Option A logo without redrawing it. Identify missing facts that prevent a publishable result. Treat sample copy as examples, not as verified claims or mandatory slogans.

## Final review
Check the correct logo and tagline, faithful colours and proportions, legible typography, clear hierarchy, factual accuracy, restrained tone, working links and suitable final-size reproduction. State any remaining assumptions or missing source assets.


## Digital interface specification
For UI tasks, read the accompanying DRIFT-UI-GUIDELINES.md. It defines exact button, link, field, focus, disabled, hover, pressed and status treatments. Apply its surface-specific colour pairs. Do not improvise copper text on light backgrounds or light text on copper buttons. If the UI guide is missing, request it for detailed interface work.

Spacing preference: the overall interface should feel spacious and relaxing. Give unrelated controls clear separation, especially buttons, links and form groups. Follow the spacious rhythm values in the UI guidelines.