STEP 1 — ARCHETYPE ANALYSIS Primary archetype: Sage. Aurora is about wisdom, ritual, and intentionality. Unlike Ippodo's formality or MatchaBar's playfulness, Aurora is calm and grounded. STEP 2 — TONE DIMENSIONS - Formal ↔ Casual: 60% formal (elegant but approachable) - Serious ↔ Playful: 70% serious (ritual, not jokes) - Simple ↔ Complex: 80% simple (clarity over jargon) - Calm ↔ Energetic: 90% calm (slow, intentional) - Traditional ↔ Modern: 50/50 (respects ritual, modern aesthetic) STEP 3 — VOCABULARY GUIDE Use: ritual, calm, grounded, intentional, slow, rooted, clarity, balance, presence, energy. Avoid: hype, boost, superfood, detox, miracle, instant, extreme, crazy, epic, game-changer. STEP 4 — MESSAGE EXAMPLES - Website headline: "Calm energy, every day." - Instagram post: "Sip slowly. The day can wait." - Email subject: "A ritual, not a routine." STEP 5 — DISTINCTIVENESS SCORE Score: 8/10. Strong archetype and clear vocabulary. Improvement: Add a signature phrase used across all channels.