{"_meta":{"name":"CHUUG Brand Principles","version":"1.0","updated":"2026-04-29T22:14:49.460Z","endpoint":"https://chuug-brand.pages.dev/api/public/brand","description":"Live brand guidelines for CHUUG - use this data to ensure all copy and creative aligns with brand voice and positioning."},"identity":{"brand_name":"CHUUG","tagline_primary":"Built to be yours.","tagline_secondary":"Not everyone's tankard.","tagline_edge":"For men who don't do ordinary.","transformation_statement":"CHUUG is the thing you buy when you want to give a man something that actually feels like him.","brand_vibe":"Workshop + pub, NOT luxury showroom","positioning":"Premium male gifting with identity"},"product":{"product_type":"660ml wood-insulated beer/drink mug with rope handle","colourways":"Dawn, Dusk (bestseller), Midnight","rope_handles":"Natural or Charcoal","personalisation":"Cast metal letters","price_singles":"£54-60","aov":"£115","manufacturing":"Handcrafted"},"stats":{"total_sold":"97,000+","market_uk":"41%","market_usa":"36%","market_canada":"14%","market_australia":"8%","hq_location":"Caerphilly, Wales","launch_date":"July 2023"},"voice":["Confident, not arrogant","Dry British humour","Playful with slight edge","Never apologetic about price","Speak like a mate, not a brand","If it sounds like marketing, rewrite it","Assume intelligence - don't over-explain","Let the product speak through use, not hype"],"headlines":{"hero_primary":"Finally. A Gift He'll Actually Use.","hero_subhead":"Premium tankards, handcrafted and personalised. Built to become his thing.","hero_self_buyer":"Built To Be Yours.","hero_edge":"Not Everyone's Tankard.","how_it_works":"Choose. Personalise. Own.","features":"Not a Novelty. Not a Gimmick. A Real Object.","social_proof":"97,000+ Men Now Have Their Thing","gift_guide":"Hard to Buy For? Not Anymore.","personalisation":"Your Mark. Cast in Metal."},"one_liners":{"gift_giver":"Most men are impossible to buy for. CHUUG makes premium, personalised tankards that become \"their thing.\" Finally, a gift they'll actually use.","self_buyer":"Tired of drinking from whatever glass is nearest? CHUUG makes wood-insulated tankards you personalise with your name. Own your ritual.","universal":"Men deserve to have their thing. CHUUG makes the tankard that becomes theirs - handcrafted, personalised, and built to be used every day."},"phrases_to_use":["Built to be yours","Your way of drinking","His thing / Their thing","Daily ritual","Real object","Handcrafted","Hard to buy for","Something that's actually his","Proper weight to it","Cast metal letters","97,000+ CHUUGs sold","Not everyone's tankard","Own your ritual","Finally, a gift he'll actually use"],"phrases_to_avoid":["Viking","Valhalla","Berserker","Raid","Medieval","Warrior","Novelty","Gimmick","Fun gift","Quirky","Unique","Hand-made","Perfect gift","He'll love it!","Premium quality","Thousands of happy customers","Luxury","Exclusive","Limited edition","Stag do"],"pain_points":["I don't know what to get him","Everything feels generic","I want something that feels quality","I don't have anything that's really mine","Everything I drink from is interchangeable"],"customer_avatars":{"the_mate":{"demographics":"Male, Age 25-45","revenue_share":"54%","purchase_type":"Self + Gifts","description":"Guy buying multiple CHUUGs - one for himself, extras for his mates. Birthdays, retirements, best man gifts, or just because. Knows what blokes actually want because he is one.","buying_motivation":"A proper gift for a mate - something he'd actually want himself. Not generic, not embarrassing, not destined for a drawer. \"If I'd want one, he'll want one.\"","name":"The Mate"},"thoughtful_buyer":{"demographics":"Female, Age 30-60","revenue_share":"27%","purchase_type":"Gift","description":"Wife, girlfriend, mother, daughter - faced with buying for a man who \"has everything\" or \"wants nothing.\" Tired of giving forgettable gifts that end up in a drawer.","buying_motivation":"Validation that she understands him. A gift that shows she put thought into it. The relief of solving an impossible problem. Wants him to actually use it.","name":"The Thoughtful Buyer"},"ritual_man":{"demographics":"Male, Age 28-55","revenue_share":"18%","purchase_type":"Self","description":"Men who like things that feel theirs - BBQ dad, tradesman, gym-goer who appreciates things done properly. Buys one CHUUG for himself as a treat or identity purchase.","buying_motivation":"Permission to have \"his thing.\" A marker of identity. Something that says \"this is mine.\" Not solving \"I need something to drink from\" - solving \"I want something that feels mine.\"","name":"The Ritual-Driven Man"}},"ctas":["Shop CHUUGs","Get Yours","Build Your CHUUG","See Why 97,000+ Customers Chose CHUUG","Watch the Story","How Personalisation Works"],"guidelines":["If it feels like it could sell a stag-do prop, kill it.","Use REAL product photos, NOT AI-generated product images","Captions must match the specific image content","Kill anything that feels like a stag-do prop"],"colours":{"cream_background":{"value":"rgb(223, 223, 216)","description":"Main background - Cream (#DFDFD8)"},"dark_teal":{"value":"rgb(13, 32, 38)","description":"Foreground/Text - Dark Teal (#0D2026)"},"button_teal":{"value":"rgb(96, 147, 163)","description":"Button/Link - Teal (#6093A3)"},"white":{"value":"rgb(255, 255, 255)","description":"White (#FFFFFF)"},"black":{"value":"rgb(0, 0, 0)","description":"Black (#000000)"}}}