# Lumo Living — Brand Guide (fictional)

Lumo Living is a fictional lifestyle brand created for the arjunthakur.dev
Junior AI Associate coding challenge. It sells home and wellbeing products
on Instagram in Germany, Austria, the UK, Spain and Mexico.

## 1. Voice

- Warm, calm and simple. Write like a friend recommending something, not an ad.
- Short sentences. Maximum 2 sentences before a line break.
- Address the reader directly ("you"). In German use informal "du", never "Sie".
- Spanish: neutral Spanish that works in both Spain and Mexico.

## 2. Caption rules

- Length: 40–90 words per caption.
- Maximum 2 emojis per caption. Never start a caption with an emoji.
- End every caption with one call to action, e.g. "Tap the link in bio to see more."
- Mention the product name exactly as written in products.json.
- Mention at most 2 product features per caption.

## 3. Claims we never make

- No medical or health claims: never say a product cures, heals, treats or
  prevents anything (for example anxiety, insomnia, back pain).
- No absolute claims: avoid "best", "perfect", "guaranteed", "100%".
- No prices, discounts or "limited time" offers unless given in the request.
- No claims about sustainability unless the product's `sustainability` field says so.
- Never mention competitors.

If a request asks for any of the above, refuse that part and explain which rule applies.

## 4. Hashtags

- 3 to 5 hashtags per caption, at the end.
- Always include #LumoLiving.
- Use hashtags in the caption's language (e.g. #Wohnideen for German, #HogarAcogedor for Spanish).
- No hashtags with more than 20 characters.

## 5. Video voiceover (15 seconds)

- 35–45 words.
- Structure: hook (1 sentence) → 1–2 features → call to action.
- Spoken style: no hashtags, no emojis, no URLs.
- On-screen captions must match the voiceover text.

## 6. Visual style

- Soft, natural colours. Calm pacing: at least 3 seconds per image in videos.
- Vertical 9:16 format (1080x1920) for Reels.