Director handoff · BUMIMI × Love Earth · 2026-05-25 · 📊 live votes table
BUMIMI — premium organic kids granola, made by Love Earth.
3 SKUs · 4-cert moat · RM 28 hero pouch · MY-first launch Q3 2026 · 18-month roadmap to SG + HK. This deck is the consolidated brief for the Love Earth production team — locked decisions through Round 6, asks summarised, timeline ready.
1 · The Moat — Why Love Earth + BUMIMI Wins Day 1
Defensible competitive position locked at the partnership level — no other MY kids granola can claim this combination.
4-cert quad-stack (Love Earth holds all 4)
JAKIM
Halal certified
MeSTI
KKM food-safety
NASAA
Australian organic
HCL
KKM Pilihan Sihat
No competitor in the MY kids organic granola category holds this 4-cert combination. Triple-cert moat (Halal + Organic + Healthier-Choice) auto-credentials BUMIMI to every B1 Halal Hard-Gate Working Mom (40% of M0 paid-spend target) without 6-9 month cert wait.
Brand promise locked
"BUMIMI — for the morning your kid still wants it." · 3-fold love structure (earth · body · us). BM cultural anchor: "BUMI" = Malay "earth" → tagline becomes self-referential ("cinta BUMI" = "love earth"). Trilingual: BM · EN · 中文.
2 · The 3-SKU Day-1 Trio
3 hero SKUs · 3 named characters · Studio-Ghibli-spirit illustration system locked V4 (god-audit 9.4-9.5).
SKU 01 · Hero
Vanilla Strawberry Bloom
🟡 MOCHI — hibiscus-petal spirit
Strawberry · vanilla · oat · gluten-free option · Day-1 flagship · sticker-sheet gift mechanic ships with this SKU
SKU 02
Cocoa Banana Calm
🟣 DAYA — lotus-bud spirit
Cocoa · banana · oat · chocolate-mandatory-for-kids restore · "5 more minutes" mood-anchor
SKU 03 · Cultural moat
Pandan Gula Melaka
🟢 KOJI — pandan-frond spirit
Pandan · gula melaka · coconut · oat · grandmother-energy · cultural-heritage moat · B4 ICP-cluster anchor
Format: 250g stand-up resealable pouch (matte-cream baseline · alt direction options pending Jenn vote · see Section 5).
Y1 line-extension: 40g sachet variants of all 3 SKUs for kid-grab + grandparent-shelf-pick + Day-1 FOD free-sachet promo mechanic.
Hold for Q1 2027: Mango Sticky Coconut Sunshine (4th SKU LE drop with LULU character).
Y1 line-extension: 40g sachet variants of all 3 SKUs for kid-grab + grandparent-shelf-pick + Day-1 FOD free-sachet promo mechanic.
Hold for Q1 2027: Mango Sticky Coconut Sunshine (4th SKU LE drop with LULU character).
3 · Price & Margin — RM 28 Hero Pouch Locked
Audience-simulator 5-price × 8-persona test confirmed RM 28 = optimum. RM 32 was "no-man's-land". 64% GM target at RM 28.
| Market | Retail price (hero pouch 250g) | Per-breakfast | Gross margin target | Source |
|---|---|---|---|---|
| 🇲🇾 Malaysia | RM 28 | RM 1.75 | 64% | Audience-sim 8-persona × 5-price 2026-05-24 (B1 Halal Hard-Gate peak 8.3 · B5 Grandparent-Proxy acceptable 5.5) |
| 🇸🇬 Singapore | SGD 12 | S$0.75 | ~60% | Proportional revision · Y2 ramp |
| 🇭🇰 Hong Kong | HKD 98 | HK$6.10 | ~58% | Catherine creative-fit · Y2 HK city'super crown · iHerb defensive |
COGS target ask of Love Earth
RM 9.00 – RM 10.00 per 250g pouch (delivered FOB Love Earth gate) to achieve 64% GM at RM 28 retail with channel margin + Day-1 FOD 15% absorbed.
| Cost lever | Notes |
|---|---|
| Organic oat base | NASAA-cert chain · target ≤ RM 4.00 / 250g equivalent |
| Functional add-ins | Algae-DHA + iron bisglycinate + pea protein + Bacillus coagulans · target ≤ RM 1.80 / 250g |
| Flavour ingredients | Per-SKU variable · target ≤ RM 1.50 / 250g |
| Pouch + print + closure | Stand-up + zipper + matte-cream substrate · target ≤ RM 1.50 / unit |
| 4-cert overhead | JAKIM + MeSTI + NASAA + HCL allocation · target ≤ RM 1.20 / unit |
| Total COGS target | RM 9.00 – RM 10.00 / pouch |
4 · Promo Architecture — 4-Layer Stack
Anchor RM 28 + Day-1 FOD + Subscribe-Save + 4 bundle tiers. Decoy-engineered.
Layer 1 · Anchor
Hero pouch RM 28
250g · all 3 SKUs same price · 64% GM · floor never below RM 23.80
Layer 2 · Day-1 FOD
15% First-Order Discount + free 40g sachet
28-35% better than subscribe-and-save baseline for unknown brands · time-limited new-customer trigger
Layer 3 · Retention
Subscribe-Save 10% from M2
Locks 90-day repurchase · feeds plushie-collect mechanic (MOCHI M1 · DAYA M3 · KOJI M6)
Layer 4 · Bundle tiers
4 bundle decoys
TRIO RM 78 · HARVEST FAMILY RM 138 · GIFT BOX RM 34 · B2B 10kg RM 380
5 · Pack Direction — 15+ Generated, Vote in Flight
V5 (F1-F6 fun-energetic) + V6 (F7-F15 bold-Western) live for vote · V7 (12 BOLD-designer concepts) + V8 (9 from Jenn's Pinterest drop) generating now. Final direction locks production-print spec.
🗳️
Love Earth team — vote directly here. YES / NO / REFINE on each pack opens WhatsApp pre-filled to +60 16 463 8223 (Tricia · creative direction). Vote signal lands in our compound-learning loop instantly.
⭐ THE UPSTREAM DECISION — Vote SYSTEM first (locks brand DNA across every channel)
6 cohesive brand-systems where Logo × Mascot × Pack × Illustration × Palette × Vibe all match. Mascot adapts per system (not hardcoded Ghibli kodama anymore). Vote 1 → that becomes BUMIMI's brand DNA.
6 cohesive brand-systems where Logo × Mascot × Pack × Illustration × Palette × Vibe all match. Mascot adapts per system (not hardcoded Ghibli kodama anymore). Vote 1 → that becomes BUMIMI's brand DNA.
🌍 V10 BRAND SYSTEMS · top 3 picks (vote upstream first · 2026-05-25)
🥇 SYS2 · KAMPUNG BUMI WORLD
Pentagram brand-world · uncopyable IP
Pentagram brand-world · uncopyable IP
🥈 SYS5 · WAYANG KULIT BUMI
MY cultural-craft moat · premium
MY cultural-craft moat · premium
🥉 SYS4 · TROPICAL TRADING CARDS
Play-value moat · TCG-baked DNA
Play-value moat · TCG-baked DNA
SYS1 · ATELIER HEIRLOOM
V4 baseline · Ghibli-watercolor
V4 baseline · Ghibli-watercolor
SYS3 · 70s FUNHOUSE GOURMET
Popcorn-tier · maximalist warmth
Popcorn-tier · maximalist warmth
SYS6 · KAWAII SHOWA VINTAGE
1980s Japanese pastel-halftone
1980s Japanese pastel-halftone
🏆 V9 FAITHFUL Pinterest-ref application (newest · 2026-05-25 · mean 9.7/10 ref-fidelity)
V9-P3 · Popcorn 70s funhouse
9.7 ⭐ #1 SHELF-POP
9.7 ⭐ #1 SHELF-POP
V9-P9 · Apple-baby mascot
9.7 ⭐ #2 EXTENDABLE
9.7 ⭐ #2 EXTENDABLE
V9-P1 · VALIO Grandi sideways
9.7 ⭐ #3 SHELF DOM
9.7 ⭐ #3 SHELF DOM
V9-P4 · Sunny Bites gouache
9.7
9.7
V9-P8 · Showa Japanese vintage
9.7
9.7
V9-P5 · Korean fish-cake family
9.3 · IG flatlay-friendly
9.3 · IG flatlay-friendly
🏆 V7 BOLD-designer prior picks (still in vote · 2026-05-25 morning)
V7-D09 · Pop-Up Box-Toy
9.0 ⭐ structural moat
9.0 ⭐ structural moat
V7-D04 · Collectible Micro-World
9.0 ⭐ format moat
9.0 ⭐ format moat
V7-D05 · Chippie-Cluster
9.0 ⭐ IP moat
9.0 ⭐ IP moat
V7-D01 · Kampung Bumi World
8.5 · cultural moat
8.5 · cultural moat
V7-D08 · Wayang Kulit
8.6 · craft moat
8.6 · craft moat
V7-D02 · Honest Bumi
8.6 · DIELINE Gold playbook
8.6 · DIELINE Gold playbook
V5/V6 contenders still in vote
F11 · Trading Card
10/10 ⭐
10/10 ⭐
F8 · Bento Window
9.5
9.5
F15 · Crayon
9.5
9.5
F3 · Neon Asian Street
F4 · Peranakan-Japandi
F9 · Comic Book Panel
All 27 directions (V5 F1-F6 + V6 F7-F15 + V7 D01-D12) + V8 from Jenn's Pinterest drop coming · MiroFish N=300 sim running across all candidates.
🗳️ Open full 27-direction vote surface →📊 5B · Live Vote Feedback Dashboard
Every YES / NO / REFINE click + the feedback comment captured in real-time. Love Earth team sees what Tricia / Yivonne / Jenn are voting on as they vote — open the full dashboard to filter / export CSV / copy the feedback corpus into the next regen brief.
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Total votes
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YES verdicts
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NO verdicts
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REFINE
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Comments
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Unique voters
🔁 Compound-learning loop: Every comment captured here becomes input to the next-round regen brief. The creative-director reads YES patterns to amplify · NO patterns to avoid · REFINE specifics to address per-direction.
6 · Day-1 Gift Mechanic
Free-with-purchase emotional-gifting strategy — 100 combos tested, top 5 ranked, Day-1 pick selected.
Day-1 launch gift: #005 · MOCHI Sticker Sheet
FREE with any 250g pouch + Day-1 FOD · 20 stickers per sheet · Shenzhen printer · 4wk lead · RM 0.80 unit cost · zero choking risk · halal-clean. Proves gift-mechanic at lowest cost before plushie-tooling.
| Rank | Combo | Score | Mechanic | Lead |
|---|---|---|---|---|
| 🥇 Day-1 | #005 MOCHI Sticker Sheet | — | FREE w/ any pouch + Day-1 FOD | 4wk |
| 🥇 LTV M3+ | #004 · 3-Plushie Family Set (MOCHI/DAYA/KOJI) | 9.18 | FREE w/ Subscribe-6mo (collect-ladder) | 8wk · Sofy Toys Penang |
| 🥈 | #100 · Photo-with-MOCHI Standee | 9.16 | FREE w/ TRIO Bundle RM 78 | 3wk · KL print |
| 🥉 | #056 · Sticker-Album Binder + 6 seasonal sets | 9.15 | FREE binder w/ Subscribe-1mo · seasonal drops every 2mo | 6wk first drop |
7 · Channel Mix — First 30 Days
Meta 80% · TikTok 20% · Lemon8 Tier-1 organic + paid · Diana Thasya seed-creator pipeline · KKM-registered pediatric dietitian narrator.
| Channel | Role | Spend split (M0-M3) | Top format |
|---|---|---|---|
| Meta (FB + IG) | Primary acquisition | ~RM 45-60k | Reels + Carousel — mum-confession + substrate-swap hooks |
| TikTok | Discovery + younger-mum reach | ~RM 12-18k | UGC-style + Diana Thasya seed-creator drops |
| Lemon8 | Tier-1 organic + paid · 7.2/10 AD-conversion score | ~RM 5-8k | 3×4:5 native carousel (already split via ffmpeg) |
| Xiaohongshu | Y2 SG/HK seed | — | Deferred to Phase 2 |
| Physical activation | Grandparent-Proxy B5 unlock | RM 8-12k | Watsons + Jaya Grocer shelf-talker + Mandarin/Cantonese dietitian voice |
8 · Asks of Love Earth Production Team
Action items needed from Love Earth before Day-1 production kickoff. Quote shown represents commitment-level — confirm / refine / blocked.
- A1 · COGS confirmation · Confirm RM 9.00 – RM 10.00 per 250g pouch delivered (4-cert overhead + functional add-ins + organic-oat base + pouch print). ASK
- A2 · 4-cert per-SKU validation · Confirm JAKIM + MeSTI + NASAA Organic + HCL apply to all 3 SKUs at our MOQ. Provide cert numbers per SKU. ASK
- A3 · NIP data sheet · Per-100g + per-30g-serving Nutrient Information Panel for MOCHI (Vanilla Strawberry Bloom) · DAYA (Cocoa Banana Calm) · KOJI (Pandan Gula Melaka). Required for back-of-pack BM regulatory compliance. ASK
- A4 · Halal segregation confirmation · Confirm production line halal-segregated end-to-end (no cross-contact with non-halal lines that would void JAKIM). Document for retailer audit. ASK
- A5 · Allergen statement template · Provide ingredient + cross-contact allergen list per SKU in BM + EN bold format (oat / nut / dairy / soy / sesame trace) per FR 1985 Reg 11(5). ASK
- A6 · MOQ + lead-time for first PO · Confirm minimum order quantity per SKU + Day-0 to Day-launch lead-time. Target Q3 2026 launch — need first-PO production kickoff by M-12-weeks. ASK
- A7 · Pouch substrate options · Confirm matte-cream baseline IS available + cost-delta for: (a) die-cut character-window tooling [F8 Bento Window / V7-D08 Wayang Kulit pack-direction], (b) holographic foil-stamp [V7-D10 Holo Foil], (c) embossed brand-mark. ASK
- A8 · 40g sachet line capability · Confirm Love Earth can run 40g sachet format on the same line as 250g pouch (for Day-1 FOD free-sachet mechanic + grandparent-shelf-pick + kid-grab format). ASK
- A9 · Trademark co-brand storytelling · Decision: do we co-brand "BUMIMI · made by Love Earth" on pack-front (using Love Earth name as organic-credibility cue + double-meaning to "love earth" tagline)? Or keep production partnership invisible on pack? DECISION
- A10 · Production capacity scenario plan · Forecast 3 scale tiers: (a) M0-M3 launch ~5-10k pouches/SKU/month, (b) M3-M6 ramp ~15-25k pouches/SKU/month, (c) M6+ steady ~30-50k pouches/SKU/month. Confirm Love Earth can support tier (c). ASK
- A11 · Print plate flexibility · Once pack-direction locked from V5/V6/V7/V8 vote (final selection M-10-weeks), confirm Love Earth print-vendor can deliver matching color space (Pantone spot or 4C CMYK) at production scale. ASK
- A12 · Contract amendment IP terms · Confirm trademark IP split — BUMIMI brand IP wholly owned by Jenn / Gaia Eats, Love Earth = production partner with manufacturing-rights only (no brand-equity claim). DECISION
9 · Launch Timeline
Q3 2026 MY launch target · 18-month roadmap to SG + HK · Y2 LE drops (Mango Sticky LULU character) · Y2 hexagonal box LE format.
2026-05-25 · NOW
Director handoff to Love Earth team
A1-A12 asks above + final pack-direction vote (vote-packs.html) + Round 6 decisions locked
2026-05-25 to 2026-06-10
Love Earth responds · contract amendments · NIP data delivery
~2 weeks · paired with pack-direction lock-in from Jenn vote
2026-06-10 to 2026-07-01
Production print spec finalized · pouch tooling commissioned
~3 weeks · die-cut tooling if F8/V7-D08 wins · foil-stamp if F10/V7-D10 wins
2026-07-01 to 2026-08-15
First production PO · trial run · QA
~6 weeks · gives Tricia + Yivonne pack-in-hand for final-photo + ad-creative shoot
2026-08-15 to 2026-09-15
Pre-launch ad creative + Meta Pixel + Shopify wiring + Lemon8 seeding
~4 weeks · Diana Thasya seed-creator drops + KKM dietitian narrator shoot
2026-09-15 to 2026-09-30
Soft launch — friends-family + B1 Halal Hard-Gate seed list
~2 weeks · feedback loop into M0 paid spend
2026-10-01 · M0 LAUNCH
🚀 BUMIMI public launch — Day-1 FOD live · MOCHI Sticker Sheet ships with every order
Meta 80% · TikTok 20% · Lemon8 Tier-1 · Day-1 spend RM 50-80k
Q1 2027
Mango Sticky LE drop (LULU character) · SG market entry
Anticipation-cycle launch event · 4th SKU LE · SG ramp begins
Q3 2027
HK city'super crown launch · iHerb defensive positioning
Hero pouch only · Family 500g held to M15+
10 · One-Page Summary
The handoff-card. Print this · pin it to the Love Earth production-team wall.
| Brand | BUMIMI · 6-letter all-caps wordmark · "BUMI" = Malay "earth" |
| Tagline (trilingual) | cinta bumi · cinta tubuh · cinta kita · love earth · love body · love us · 爱地球 · 爱身体 · 爱我们 |
| 3 SKUs | Vanilla Strawberry Bloom (MOCHI) · Cocoa Banana Calm (DAYA) · Pandan Gula Melaka (KOJI) |
| Format | 250g stand-up resealable pouch + 40g sachet line-extension Y1 + hexagon box Y2 LE |
| 4-cert moat | JAKIM Halal + KKM MeSTI + NASAA Organic + KKM HCL "Pilihan Sihat" |
| Hero price MY | RM 28 / 250g · 64% gross margin · price-floor RM 23.80 |
| COGS target | RM 9.00 – RM 10.00 per 250g delivered FOB Love Earth gate |
| Day-1 promo | 15% FOD + free 40g sachet (28-35% better than subscribe-baseline for unknown brands) |
| Day-1 gift | MOCHI Sticker Sheet (Shenzhen 4wk · RM 0.80 cost · zero choking risk) |
| Subscription anchor | Plushie family collect-ladder M1 → M3 → M6 (Sofy Toys Penang OEM RM 4.50/unit · 8wk lead) |
| Launch date | 2026-10-01 (M0 MY public launch) · Q1 2027 SG · Q3 2027 HK |
| Marketing budget M0-M3 | ~RM 60-80k Meta · RM 12-18k TikTok · RM 5-8k Lemon8 · RM 8-12k physical activation = ~RM 85-120k total |
| Talent locked | KKM-registered pediatric dietitian narrator · Diana Thasya (TikTok @dianathasya96) MY Phase-1 seed-creator · mom-founder casting candidates Samantha/Yivonne/Natasha |
| Critical asks of Love Earth | COGS · 4-cert per-SKU · NIP data · halal segregation · allergen template · MOQ + lead-time · pouch tooling options · 40g sachet capability · IP terms |
| Decision count | 38 decisions locked across Rounds 1-6 (full table at /vote-packs.html or DECISIONS-LOCKED.md) |