BUMIMI · the naming + promo story

From Lil Harvest to BUUMIMI to BUMIMI — how the brand earned its final shape, plus the 4-layer promo architecture protecting RM 28 hero equity.

PART 1 — Brand Identity: BUMIMI (final)

The locked identity

Why BUMIMI works (over BUUMIMI)

1. Cleaner wordmark — single U vs double-U reads tighter at thumbnail scale (Shopee + Lemon8 + IG profile photo all clip the right edge first)
2. "Love Earth" double-meaning preserved — anchors the organic ethos AND credits the manufacturing partner Love Earth (built-in co-brand storytelling)
3. 3-fold LOVE structure — gives 3 messaging pillars · 3 content streams · 3 trinity-style brand events
4. Phonetic warmth — "boo-mee-mee" reads kid-friendly · "mimi" diminutive is universally read as cute (Japanese/Korean/Mandarin/Cantonese all accept)
5. BM heritage primary — "BUMI" = "earth" in Bahasa Malaysia · ties brand DNA to MY-first launch market
6. Trademark whitespace — no existing MY/SG/HK kids food brand named "BUMIMI" (needs MyIPO formal clearance)
7. 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

Brand-DNA tokens (final)

• Canvas: #FAFAF7 cream
• Ink: #1F1410 aged-black-bean
• Accent: #A86B2E shio-koji amber
• 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: Inter (fallback: Omnes OR Nunito)
• CJK: LXGW WenKai TC
• Atomic alpha particle: granola-cluster glyph in dot-of-i in BUMIMI wordmark

Brand promise (cross-translates)

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

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

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

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

Domain + handle availability to lock this week

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 · BUMIMI 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

Anti-promo (what we DON'T do · internal brand discipline)

Note: These rules are kept on the internal operator-facing doc (this page) and removed from the Love Earth director-facing deck per Jenn's flag — director sees the upside, operators enforce the discipline.

• 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-BUMIMI 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)

PART 3 — Hand-finish status (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/:

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.

PART 4 — Downstream updates required

1. BUMIMI rename is final · this doc supersedes prior BUUMIMI/Lil-Harvest naming
2. Update DECISIONS-LOCKED v2.2 → v2.3 with final BUMIMI rename
3. Rename brand directory ~/.zennith/brands/lil-harvest/ → ~/.zennith/brands/bumimi/ (symlink for backward-compat)
4. Update brand DNA + DESIGN.md with single-U BUMIMI wordmark
5. Re-render gaiaos.ai with BUMIMI rename + promo + 4:5 Lemon8 slides
6. Re-deploy
7. Tricia hand-finish (3 pouches glyph + trilingual + Cocoa kerning) — OR re-fire creative-director V8 with explicit SVG overlay instruction
8. Domain whois + IG/TikTok handle reservation this week
9. MyIPO class-30 TM clearance kick-off

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

— Brand Identity + Promo Architecture · finalized 2026-05-25