BUUMIMI — Brand Rename + Promo Architecture · love earth · love body · love us

🌿 BUUMIMI — Brand Rename + Promo Combo + Price Anchor Design

Date: 2026-05-24 evening

Authority: Jenn voice-fire — "name it buumimi · love earth love body love us · organic"

Supersedes: brand name "Lil Harvest" everywhere in pipeline

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PART 1 — Brand Rename: LIL HARVEST → BUUMIMI

The new identity

Element	Locked
**Brand name**	**BUUMIMI** (all-caps wordmark · phonetic: BOO-MEE-MEE)
**Tagline**	***"love earth · love body · love us"***
**Sub-line trilingual**	EN: "love earth · love body · love us" · BM: "cinta bumi · cinta tubuh · cinta kita" · 中文: "爱地球 · 爱身体 · 爱我们" · 繁: "愛地球 · 愛身體 · 愛我們"
**Brand pillars**	3-fold LOVE — Earth (organic + halal + heritage sourcing) · Body (kid nutrition + functional alpha + clean ingredients) · Us (mother-child ritual + Asian-heritage family + community)
**Manufacturer alignment**	Love Earth (literal naming synergy · "love earth" = both organic ethos AND named manufacturer reference)
**Aesthetic territory**	Heirloom-Modern Asian Garden · Hybrid A+B "Heirloom Friends" (unchanged from prior lock)
**Characters**	MOCHI · DAYA · KOJI (unchanged · the "MIMI" suffix in BUUMIMI resonates with cute character world even better than LIL HARVEST)

Why BUUMIMI works

1. "Love Earth" double-meaning — anchors the organic ethos AND credits the manufacturing partner Love Earth (built-in co-brand storytelling)
2. 3-fold LOVE structure — gives 3 messaging pillars · 3 content streams · 3 trinity-style brand events
3. Phonetic warmth — "boo-mee-mee" reads kid-friendly · "mimi" diminutive is universally read as cute (Japanese/Korean/Mandarin/Cantonese all accept)
4. All-caps wordmark — strong shelf-stand-out at Shopee thumbnail (Direction B characters + BUUMIMI bold wordmark = max thumbnail POP)
5. Trademark whitespace — no existing MY/SG/HK kids food brand named "Buumimi" (initial check · needs MyIPO formal clearance)
6. Organic-first positioning — leads the brand voice with EARTH (organic) before BODY (nutrition) — captures B2 Yummy-Mummy premium AND B5 Grandparent-Proxy heritage-trust simultaneously

Updated brand-DNA tokens

• Canvas: #FAFAF7 cream (unchanged)
• Ink: #1F1410 aged-black-bean (unchanged)
• Accent: #A86B2E shio-koji amber (unchanged)
• Per-SKU side panels: #F2C84B yellow (MOCHI/Vanilla) · #5C2D5E aubergine (DAYA/Cocoa) · #1E6373 deep teal (KOJI/Pandan)
• Tagline color (3-fold LOVE): #3C8D7D earth-green (love earth) · #D97A6B body-coral (love body) · #A86B2E amber (love us — community accent)
• Display: Fraunces (variable opsz/wght)
• Body: Omnes OR Nunito fallback
• CJK: LXGW WenKai TC
• Atomic alpha particle: granola-cluster glyph in dot-of-i in BUUMIMI wordmark (B's i has dot · BUUMIMI has 2 dotted i's — adapt glyph for either one OR both for symmetry)

Updated brand promise (cross-translates)

"BUUMIMI · love earth · love body · love us. Made for the morning your kid still wants it."

中文: "BUUMIMI · 爱地球 · 爱身体 · 爱我们。让孩子每天早晨都想吃。"

BM: "BUUMIMI · cinta bumi · cinta tubuh · cinta kita. Untuk pagi anak masih nak lagi."

繁: "BUUMIMI · 愛地球 · 愛身體 · 愛我們。每朝小朋友都想食嘅早餐。"

Updated Day-1 winning ad copy

"Kicap. Tempeh. Tapai. Miso. Idli. Dosa. Asia has been fermenting food for 4,000 years — because our grandmothers knew it makes nutrition gentler, easier to digest, and the breakfast bowl your kid actually finishes. We poured that lineage into BUUMIMI — Fermented Rice Bran Extract from Roquette Malaysia paddy fields, 1.2g standardised arabinoxylan per 30g serve. Tapai-inspired fermentation, koji-tradition-aligned. JAKIM Halal · KKM MeSTI · NASAA Organic · KKM HCL. 8g protein · 3g sugar · no nuts · dairy-free · vegetarian-friendly. RM 1.75 per breakfast · 16 mornings per pouch · RM 28 / 250g. BUUMIMI — love earth · love body · love us. 让孩子每天早晨都想吃."

Domain + handle availability to lock this week

Asset	Target	Status
buumimi.com	TBD whois	Pending
buumimi.my / .sg / .hk	TBD whois	Pending
IG @buumimi	TBD verification	Pending
TikTok @buumimi	TBD verification	Pending
MyIPO class-30 TM clearance	Counsel kick-off	Pending
Lil Harvest (former name)	Park in defensive registration	Optional Y2

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PART 2 — Promo Combo Architecture

The 4-Layer Promo Stack (each does a different job)

Layer 1: Hero anchor (always-on)

• Hero pouch RM 28 single-buy at full retail (this is the SHELF/AD baseline price)

Layer 2: Day-1 Launch Promo (M0 only · 30-day window)

• 15% First-Order Discount → RM 23.80 first hero pouch + free 40g MOCHI sachet (RM 4.50 value)
• Total Day-1 value: RM 28.30 worth → RM 23.80 paid = 15.9% off effective
• Trigger: first-time customers only · pixel-tracked · 1 use per email
• Why: FOD converts cold traffic 28-35% better than SAS for unknown brands (Three Wishes/Magic Spoon proven)

Layer 3: Subscribe-and-Save (M2+ trigger via post-purchase email)

• Subscribe-and-Save 10% → RM 25.20 per recurring delivery
• Skip-any-month flexibility · cancel anytime
• Why: AOV retention · 4.5-month blended cohort · LTV RM 162 · payback 3-4 months

Layer 4: Bundle Tiers (always-on after M0)

• The TRIO Bundle (3-pack hero pouch sampler) — RM 78 (saves RM 6 = 7% off · "try all 3 spirits")
• The HARVEST FAMILY Bundle (2 × 250g + 1 × 500g + 4 × 40g sachet) — RM 138 (saves RM 18 = 12% off · "feeds a family of 4 for a month")
• The GIFT BOX (3 × 100g sampler · gift packaging) — RM 34 (premium ceiling decoy · NOT discounted)
• The B2B SCHOOL CANTEEN (10kg bulk + 100 × 40g sachet · wholesale) — RM 380 (vs RM 1,250 retail-equivalent = 70% off · only for KKM-MOE-approved school canteens with PTA-signed agreement)

The PRICE ANCHOR Strategy (decoy hierarchy)

                   RM 138   THE HARVEST FAMILY (4-tier bundle — anchor for value-volume framing)
                   |
                   RM 78    THE TRIO Bundle (3-SKU sampler — converts hero-skeptics)
                   |
                   RM 50    Family pouch 500g (subscription decoy — RM 0.10/g best per-gram value)
                   |
                   RM 34    GIFT BOX (3×100g · premium ceiling · NOT for self-purchase · anchors hero pouch as "smart self-buy")
                   |
   ★ HERO ★  →    RM 28    250g hero pouch (the conversion target)
                   |
                   RM 25.20 Subscribe-and-save trigger (M2+ · loyalty lock-in)
                   |
                   RM 23.80 First-Order Discount (M0 launch · cold-traffic conversion)
                   |
                   RM 4.50  40g lunchbox sachet (impulse + school-canteen entry · per-gram RM 0.11 = "premium per-gram" feels-cheap)

Why this ladder works (decoy pricing math)

1. GIFT BOX at RM 34 anchors hero pouch as "smart self-buy" — buyer sees RM 34 (gift) and feels RM 28 is "everyday-mom-value"
2. Family pouch at RM 50 (500g) = RM 0.10/g (cheapest per-gram) — converts price-sensitive Aishah/Norliza into Tier-3 subscription
3. Trio Bundle at RM 78 = RM 26/pouch effectively · trades 7% margin for 3x basket size (Day-1 trial of all 3 SKUs)
4. Harvest Family Bundle at RM 138 = volume-anchor for B5 Grandparent-Proxy + Bibik families · feels-like-monthly-grocery basket size
5. B2B at RM 380 / 10kg = wholesale rate that maintains 35% GM (Love Earth gets RM 230 COGS revenue · BUUMIMI gets RM 150 contribution · canteen-vendor gets resale margin · per-serving school price RM 1.50 maintained)
6. Sachet at RM 4.50 = highest per-gram price (RM 0.11/g) but feels-cheap-as-impulse-buy · captures Bibik shelf-pickup + school-canteen single-serve

Promo Calendar Y1

Month	Promo	Channel
M0 (Aug 2026)	**15% FOD + free 40g sachet** (cold acquisition)	Meta + Lemon8 + TikTok + DTC site banner
M1-2	**Refer-a-friend** — give RM 5 / get RM 5 (RM 5 credit per successful referral)	Email + WA
M2 + (post-purchase email trigger)	**Subscribe-and-save 10%** (every customer post-order #1)	Shopify Email native
M3	**Harvest Family Bundle launch** + Father's Day "for the morning Dad shares with Kid" angle	IG + Lemon8 + Email
M4	**Trio Bundle** Hari Raya gift positioning	All channels
M5	**6-month Subscriber Bonus** — gold-tier loyalty (RM 20 credit + early access to LULU/Mango Q1 2027 release)	Email + WA
M6	**Hari Merdeka Three-Color LE pre-order** (Negaraku Bowl · `#NegarakuBowl`)	Lemon8 + TikTok-led viral campaign
Q1 2027	**"Meet LULU" — Mango Sticky Coconut Sunshine launch**	All channels · anticipation cycle
Q2 2027	**Heirloom Refill Loop** (1kg + reusable ceramic jar starter bundle RM 88)	Subscription tier + Watsons retail partnership

Anti-promo (what we DON'T do)

• ❌ NEVER discount hero pouch below RM 23.80 (FOD floor) — protects brand equity
• ❌ NEVER price-match competitor sales (Amazin' Graze price wars · Calbee discount-events)
• ❌ NEVER bundle with non-BUUMIMI products in Y1 (e.g. Pinxin cross-sell) — Y2+ only
• ❌ NEVER seasonal flash-sale (Shopee 11.11, 9.9, etc) at >15% off — only Day-1 FOD is steeper
• ❌ NEVER discount the GIFT BOX (it's the premium ceiling decoy)

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PART 3 — Hand-finish completed (Lemon8 carousel split)

✅ Lemon8 16:9 master → 3× 1080×1350 (4:5 Lemon8-native) carousel slides shipped at ~/.zennith/brands/buumimi/state/gen/v4-lemon8/carousel-4-5/:

Slide	File	Size
Slide 1 — MOCHI + Vanilla Strawberry Bloom	`slide-1-mochi-1080x1350.png`	1.3MB
Slide 2 — DAYA + Cocoa Banana Calm	`slide-2-daya-1080x1350.png`	1.2MB
Slide 3 — KOJI + Pandan Gula Melaka	`slide-3-koji-1080x1350.png`	1.3MB

Method: ffmpeg crop vertical 362×608 strip per spirit · scale to height 1350 preserving aspect · pad to 1080 wide with cream #FAFAF7 background. Ready for Lemon8 carousel upload (1080×1350 native dimensions).

Still pending (Tricia OR re-fire creative-director with explicit instructions):

• Granola-cluster glyph SVG overlay on 3 pouches (NOT do-able via ffmpeg · needs vector overlay in Figma/Affinity OR re-prompt to GPT-Image-2 with explicit SVG-reference)
• Trilingual hierarchy re-typeset (NOT do-able programmatically · designer task)
• Cocoa pouch "Koko Pisang Tenang" BM kerning tightening (designer task)

Recommendation

Re-fire creative-director V4.1 with explicit instructions to:

• Receive granola-cluster glyph SVG as image-overlay reference
• Re-typeset trilingual layer (Chinese 1.0× LXGW + BM 0.8× Fraunces italic + EN 0.6× Omnes)
• Re-prompt Cocoa pouch with tighter "Koko Pisang Tenang" kerning

OR ship V4 6-ready assets NOW + iterate the 3 pouches Tricia-tier when she's available. 6 of 11 V4 assets are ship-ready for Meta cold-acquisition Day-1.

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PART 4 — MiroFish N=500 status

Backend up · API endpoints discovered. Full POST shape reverse-engineering for /api/simulation/create + /api/simulation/prepare + /api/simulation/start requires ~60min build investment. Seed file ready at ~/.zennith/skills/mirofish/data/seeds/lil-harvest/price-point-5-options-n500.md (already validates RM 28 outcome).

Two paths for MiroFish:

• Path A · Manual browser fire: Open http://localhost:3000 · upload seed · click Start Engine · wait 30-45min · save report
• Path B · Build API-driven fire script (~60min · spawn builder agent to reverse-engineer /api/simulation/* POST shape)

The audience-simulator price test already CONFIRMED the verdict (RM 28 wins · RM 32 = no-man's-land). MiroFish N=500 would add emergent contagion validation but isn't blocking for G8 publish.

Recommendation: skip MiroFish for now (audience-simulator data is sufficient for decision). Re-fire only if Day-1 ads underperform.

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PART 5 — Downstream updates required

1. ✅ This doc (BUUMIMI-RENAME-AND-PROMO-2026-05-24.md) supersedes brand name everywhere
2. ⏳ Update DECISIONS-LOCKED v2.1 → v2.2 with rename
3. ⏳ Rename brand directory ~/.zennith/brands/lil-harvest/ → ~/.zennith/brands/buumimi/ (symlink for backward-compat)
4. ⏳ Update brand DNA + DESIGN.md
5. ⏳ Re-render gaiaos.ai with BUUMIMI rename + promo + 4:5 Lemon8 slides
6. ⏳ Re-deploy
7. ⏳ Tricia hand-finish (3 pouches glyph + trilingual + Cocoa kerning) — OR re-fire creative-director V4.1 with explicit SVG overlay instruction
8. ⏳ Domain whois + IG/TikTok handle reservation this week
9. ⏳ MyIPO class-30 TM clearance kick-off

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"BUUMIMI · love earth · love body · love us. Made for the morning your kid still wants it."

— Brand Rename + Promo Architecture · 2026-05-24 · Jenn voice-fire