Home/The Notes/The Beauty Brand World BriefFounder resource · Brand worksheetThe Beauty Brand World BriefBuild a world from product truth, not a folder of pretty pictures.Print or save as PDFBack to The Notes → 1. Start with the customer momentDo not begin with colours. Begin with the moment your product enters.Who is using it?What just happened?What do they want to feel next?What are they tired of? 2. Write the product truthWhat the product does in one sentenceWhy this formula is differentWhat you can prove todayWhat you hope to earn through testing 3. Define the world in contrastsWe are warm, but never...We are clinical, but never...We are playful, but never...We are premium, but never...The second half of each sentence is usually more useful to a designer than another adjective. 4. Turn ritual into directionDescribe application from first touch to five minutes afterWhere does it live and what sits beside it?What should the pack communicate before it is read?Which visual references teach one specific thing? 5. Give every collaborator the same north star