Pink, the masterbrand, cultural relevance and inclusive representation remain important assets.
Master Brand Guidelines / v0.7One brand.
One brand.
Every expression.
The system that protects Lush Hair equity, connects every market and makes each expression unmistakably ours.
- Purpose
- Beauty, made intentional.
- Markets
- Nigeria · South Africa
- Status
- Proposed framework
01Master guideline scope
One brand.
Every expression.
This is the master brand-guidelines framework for how Lush Hair thinks, looks, speaks, appears in images, presents products and shows up in physical environments.
Review status: proposed framework v0.7. Existing audit evidence is separated from proposed standards and decisions that still require approval.
Why this existsActivity is strong.
Activity is strong.
The system must catch up.
Lush Hair already operates across products, markets, salons, campaigns, content, events and merchandise. The purpose of the CI is to turn recurring good practice into shared standards that teams can use quickly and consistently.
Strategy, identity, communication and experience must reinforce one another.
Legal name, assortment, language, casting and channel context may vary within defined limits.
Every standard needs a status, accountable owner, evidence and release path.
Observed practice
Already used by teams or visible in market, but not consistently documented.
Proposed standard
A recommended rule that requires cross-functional approval before rollout.
Market-dependent
Legal name, language, claims, assortment and representation require local review.
Decision needed
An unresolved strategic or governance choice that blocks a final standard.
02Brand strategy
Overview
We exist to make beauty more intentional.
This is the foundation everything else stands on—who we are, what we believe, and where we're going. It shapes how Lush thinks, grows, and shows up everywhere.
03Visual identity system
Recognisable.
Not improvised.
The identity chapter governs the assets that should remain stable while allowing controlled expression across categories, markets and formats.
Woman + crown / secondary markCore palette / ink · paper · pink · yellow
Logo system
Define primary, secondary, compact, regional and co-brand lockups with minimum size, clear space and misuse rules.
Colour system
Protect Lush Pink as equity, specify every production value and distinguish brand colour from category or campaign colour.
Typography
Assign type by role—not preference—and include digital, packaging, office and fallback-font guidance.
Patterns + devices
The repeating LUSH word pattern and other market-created devices need ownership, scale, placement and frequency rules.
Accessibility baseline
Colour contrast, minimum type size, reading order, alt text, captions and non-colour cues are part of the identity system—not optional technical checks at the end.
04Product + packaging system
One range.
Obvious differences.
Packaging is one expression of the brand. Its job is to preserve recognition while making category, product, variant, quantity, use and compliance easier to understand.
Current state
The range is highly recognisable but inconsistently systemised across formats.
Proposed response
One recognition hierarchy with controlled Wet Hair and Dry Hair branches.
Validation needed
Real-SKU mapping, market application, supplier tests and physical-pack trials.
Release gate
Regulatory, technical, design, print and market sign-off before production.
04.1Packaging premise
One range.
Obvious differences.
This prototype translates the current Lush Hair pack world into a repeatable packaging system. The masterbrand stays recognisable, while category, product, variant and quantity become easier to find at a glance.
Review status: proposed system v0.6. The examples explain the rules; they are not final production artwork.
Why this existsRecognisable today.
Recognisable today.
Easier to choose tomorrow.
The current range is strongly identifiable as Lush, but product names, claims, quantities and layouts vary across formats. The proposed system protects the existing brand equity while making exact products easier to identify, compare, adapt and release.
Formats often organise product truth, benefits and quantities differently.
Each category keeps the fields shoppers and trade partners need to make the right choice.
The goal is clearer shelf blocking, fewer artwork errors and easier portfolio growth.
Alignment is required on naming, hierarchy, colour, seal usage, claims and approval flow.
Proposed standard
Requires cross-functional approval before rollout.
Illustrative example
Explains the system; it is not final artwork or a final SKU.
Market-dependent
Legal name, language, claims, assortment and compliance require local review.
Out of scope
LushNova, final legal copy, supplier dielines and complete SKU mapping.
Recognisable first
Make it recognisable before making it readable.
Product clarity
Make the product clear before making the brand loud.
One range
Make the range read as one, and its differences obvious.
Use in the real world
Design for the worst conditions the pack will meet.
System logic
The recognition ladder
The recognition ladder is the order in which a shopper identifies a pack: from the brand she recognises to the exact product, benefit, variant and size she needs. Each rung adds one decision cue, making the range easier to scan and compare.
Recognise the brandchoose the product05Variant + size
Choice and quantityText
Strength, length, shade, density and net size stay textual, separate and close to the product truth.
REGULAR · 350 ml · 18 in04Benefit
One clear promiseBenefit text
A short benefit explains the job of the product. It supports the product name; it never becomes a second product title.
MOISTURE + SHINE03Product
Name and controlled accentTitle text + colour
The product title does the naming work. Mentholated, relaxer and herbal cues are explicit in the title and paired with a controlled product colour.
MENTHOLATED / BLUE · RELAXER / CHARCOAL · HERBAL / GREEN02Category
Shape and visual worldForm + imagery
Bottle, tub, sachet, carton or dry-hair form factor works with imagery to signal the category before copy is studied.
BOTTLE · TUB · PORTRAIT01Master brand
Fixed colour carrierPink / Always on
Pink orb, cap band and core range cue stay constant. The full logo remains mandatory on the primary saleable pack.
PINK / ALWAYS ONGlobal master SKU structureOne record.
One record.
Two controlled branches.
Wet and Dry packs share the same data spine. Only the product-truth fields change by category.
Canonical recordMarketCategoryFamilyProductVariant / truthTechnical modifiersQuantity fieldsBundleFormatRevision
WETProduct + variant + strength + net size
DRYTexture + length + shade + density + base
01MarketZA / export
Market and language route before artwork.
02CategoryWET / DRY
The business category is always controlled.
03Family + productCARE / SHAMPOO
What is being bought comes before benefit copy.
04Variant / truthREJUVENATING or BODY WAVE
The shopper's choice cue or product truth.
05Technical modifiersREGULAR · 18 in · NATURAL BLACK
Strength, length, shade, density or base type.
06Quantity fields350 ml · 1 unit · 1 component
Net size, saleable count, applications and components remain separate.
07Bundle + formatSINGLE UNIT · BOTTLE
Bundle relationship and pack format are controlled fields.
08RevisionR01
Links the approved artwork and print file.
04.5Grid system
Structure before
decoration.
Every front panel starts with a modular structure. Content can flex by format, but the order of information does not. The overlay below makes the production boundaries visible, not implied.
5% outer margin · 3 mm safe zone · 5 mm tear / cut exclusion
LIVE GRID + DIELINE PREVIEW12 COL · MODULAR
BLEED +3 mmTRIMSAFE 3 mmTEAR / CUT 5 mm
WET HAIR / CARE
REJUVENATING
SHAMPOO
SHAMPOO
MOISTURE + SHINE
Content anchorFlexible image / colourSafe areaTrim / bleed / tear lines
Front panel anatomyFive zones,
Five zones,
one reading order.
ABrand header14%
BProduct ID23%
CHero field40%
DBenefit / variant15%
EFooter8%
A
Brand headerMasterbrand + seal
14%B
Product IDCategory + product name
23%C
Hero fieldPack image / product truth
40%D
Benefit / variantOne benefit + key cue
15%E
FooterSize, count, doctrine
8%Format-specific dielineChoose the surface before placing artwork.
Live production overlayRelaxer carton
Unfolded carton with glue flap + top / bottom flaps+3 mm bleed3 mm safe5 mm tear / cut
01SIDEvariable data
02FRONTrecognition
03SIDEvariable data
04BACKuse + proof
05GLUEexclude
SEAM / CREASE EXCLUSION
BleedTrimSafeTear / cutSeam / crease
Primary information routeFront: product truth + strength + application count
Variable data routeSide: GTIN + batch / MFD / EXP strip
Glue flap and crease zones are exclusion areas; the front panel must survive carton rotation.
Information flow / one packRead it in the right order.
MASTER DATAARTWORKUSERELEASEBrandcategoryproduct truth
FrontVariant / strength / texture / technical cue
FrontNet sizesaleable countapplicationscomponents
Front + sideDirectionscareopening / closure cue
Back + flap / lidIngredientswarningsclaimsresponsible party
Back + sideGTINbatchMFD / EXPdisposalsign-off
Side + variable field04.6Recommended layouts
Same logic.
Different formats.
Choose the format, then apply the same hierarchy. This makes a bottle, tub, sachet and carton feel related without forcing them into the same shape.
WET HAIR / CARE
REJUVENATING SHAMPOO
Moisture + shine
350 ml
1 unit
Recommended frontWet hair / careREJUVENATING SHAMPOO
Front-of-pack recipe01 / 05
REJUVENATING SHAMPOO
01
Lead with what it is
Product type must be readable before the benefit or campaign phrase.
02
Use one visual anchor
One portrait, ingredient field or product image. Keep the eye from splitting.
03
Keep the range cue constant
Pink masterbrand cue, category label and the woman + crown seal remain connected.
Full pack-panel mapEvery surface has a job.
Brandcategoryproduct truthvariant / technical cuenet size or countone primary benefit
Keep product truth visible at 1 metre; do not bury it under imagery.
Directionsingredients / INCIwarningsproofcontactdisposal
The reverse is the explanation and legal surface, not a second campaign front.
Barcode / GTINbatchMFD / EXPnet contentresponsible partymarket
Reserve a quiet, machine-readable strip away from seams and curves.
Seal or full logo lock-upproduct familyopening cue
Use the woman + crown as a tactile signature; do not place critical copy on the curve.
Sealopening instructiontamper / closure cue
Keep the mark clear of folds and define the closure direction.
No product name, barcode, warning or primary claim within the seam exclusion
Protect recognition when the pack rotates, wraps or is compressed.
Bleed / trim / safe / tear / crease / glue / barcode quiet zones
Artwork is not approved until the dieline and panel map are attached.
Mandatory placeholdersRegulatory, sustainability and disposal are designed in.
□
REGULATORY / MARKET
South Africa / export route / language
□
INGREDIENTS / INCI
Exact formula declaration and order
□
DIRECTIONS + WARNINGS
Use, precautions, contraindications
□
BARCODE / GTIN
Reserved quiet zone and scan test
□
BATCH / MFD / EXP
Variable-data field with print owner
□
SUSTAINABILITY
Material, recycled content or approved evidence
□
DISPOSAL
Pack component and disposal instruction
□
RESPONSIBLE PARTY
Manufacturer / importer / contact
Placeholder does not mean approved wording. Each market, formula and material claim still requires owner and review.
04.2Wet Hair / Care
One naming system
for every wet pack.
Wet Hair needs a dedicated architecture because shampoo, conditioner, treatment and relaxer are chosen differently. Product truth comes before benefit copy, and the naming order stays fixed across bottle, tub, sachet and carton.
Wet branch of global SKU grammarCategoryfamilyproductvariantstrengthnet sizesaleable countapplicationscomponentsbundle
Fields that do not apply stay blank in the master record and disappear from the consumer-facing front. Quantity fields never replace one another.
LIVE EXAMPLE / RELAXERWET HAIRPROCESSRELAXERNO-LYEREGULAR45 g2 sachets2 touch-upsTWIN PACK
NAMING + PACK LADDERWET / 01
01
CategoryWET HAIR
Business category; always visible after the masterbrand.
02
FamilyCARE · TREATMENT · PROCESS
Shopper family; never substitute it for the product name.
03
ProductSHAMPOO · CONDITIONER · TREATMENT · RELAXER
Say what is being bought before the benefit or ingredient.
04
VariantREJUVENATING · DEEP · HAIR GROWTH · NO-LYE
The shopper-facing choice cue; it may lead the product name on front.
05
StrengthREGULAR · SUPER · —
Only for a formulation or process level that changes the choice.
06
Net size350 ml · 500 g · 45 g
Number + lowercase unit. Net size never carries a count.
07
Saleable count1 bottle · 2 sachets
How many saleable units the shopper receives.
08
Applications— · 2 touch-ups · 12 applications
What the contents are intended to deliver; never use as pack count.
09
Components1 bottle · 2 sachets · kit contents
Physical items inside the saleable pack.
10
Bundle typeSINGLE UNIT · TWIN PACK · SALON PACK
Describes the relationship between contents, not the quantity itself.
LIVE SKU SPECIMENCare / bottle
WET HAIR / CARECARE
SHAMPOO
REJUVENATING
NOURISH + REPAIR
CATEGORYWET HAIRFAMILYCAREPRODUCTSHAMPOOVARIANTREJUVENATINGNET SIZE350 mlCOUNT1 bottleCOMPONENTS1 bottleBUNDLESINGLE UNIT
Front panel routeVariant leads the product name when it is the shopper's main choice cue.
System examples / not final SKUsSame grammar.
Same grammar.
Different choices.
Choose a product and the specimen updates without changing the information order.
Number + lowercase unit. Never mix ml, ML, mls or informal abbreviations.
A choice cue, not a campaign phrase. Keep it next to the product name.
Only for formula or process level. Omit the field when it does not apply.
Saleable count, applications and components are three different fields.
Name the relationship only when it tells the shopper what is included.
Non-negotiable
Do not use “combo”, “pack” or a strength descriptor as decoration. A bundle name must tell the shopper what is included, while the count must tell her how many saleable units she gets.
04.3Dry Hair / Extensions
Product truth
at a glance.
Dry Hair is a distinct category system for extensions and transformation. Do not make the shopper decode texture, length, shade and quantity from imagery or small copy.
Dry branch of global SKU grammarCategoryfamilytexture / constructionlengthshadedensity / basesaleable countcomponentscareformat
Dry Hair does not inherit Wet Hair need-state colour. Its recognition comes from product truth: what it is, how it is constructed, how long it is, how dense it is and what is included.
RECOGNITION LADDERDRY / 01
01
CategoryDRY HAIR
Business category; always visible after the masterbrand.
02
FamilyBUNDLES · CLOSURE · WIG
Defines what is being bought.
03
Texture / constructionBODY WAVE · STRAIGHT · DEEP WAVE
Use product truth, not a decorative nickname.
04
Length18 in · 12 in · 16 in
Lowercase unit; keep length separate from net weight.
05
ShadeNATURAL BLACK
Use a controlled shade name and code, not photography alone.
06
Density130% · 150% · 180%
Required when the density changes the shopper's choice.
07
Lace / baseMachine weft · 5 × 5 · 13 × 4
Construction field; keep lace or base type explicit.
08
Cap / fit— · — · Adjustable / M–L
Cap construction and fit apply to wigs; omit when not applicable.
09
Saleable count2 bundles · 1 piece · 1 unit
How many saleable items the shopper receives.
10
Components2 hair bundles · 1 lace closure · 1 wig + 1 care card
List physical inclusions and their quantity; do not use bundle language here.
11
Bundle typeBUNDLE PACK · SINGLE PIECE · WIG UNIT
Names the relationship or format, never the item count.
12
CareWash + air-dry · Low-heat only · Store on stand
Care is use guidance, not a decorative benefit.
LIVE SKU SPECIMENBundle / sleeve
DRY HAIR / EXTENSIONSBUNDLES
BODY WAVE
18 inNATURAL BLACK150%Machine weft2 bundles2 hair bundlesBUNDLE PACK
Front panel routeTexture and length must be readable before the shopper studies the benefit copy.
System examples / not final SKUsSame architecture.
Same architecture.
Different hair truths.
Choose the format, then keep the sequence fixed: categoryfamilytexture / constructionlength + shade + densitybase / capcountcomponentsbundle modecare.
Format routesPut the
information where
the pack can hold it.
information where
the pack can hold it.
Bundle sleeve
Front: Texture + length + shade + density + count on front
Format: Sleeve / band
Back: Fibre, weft / construction, care, sourcing and inclusions on back.
Closure card
Front: Closure type + lace / base + size + shade on front
Format: Card / hanger
Back: Density, lace care, attachment guidance, sourcing and inclusions on back.
Wig carton
Front: Wig + texture + length + shade + density on front
Format: Carton / inner
Back: Lace / cap construction, cap size, care, heat guidance and inner care card.
Non-negotiable
Never let a portrait, texture image, ingredient, or campaign phrase replace the explicit product truth. If the pack is cropped, wrapped, or viewed from the back, the family, length, shade and count must still be recoverable.
04.4Colour decision system
Four needs.
One consistent system.
This chapter explains how to choose, apply and validate colour. Wet Hair uses one colour per shopper need; Dry Hair stays neutral so product truth remains the strongest signal.
Start with the shopper’s primary need, not the product format.
Choose refresh, scalp care, nourish or transform.
Pair colour with an explicit product and variant name.
Check recognition at distance, in hand and at thumbnail size.
01
Refresh + cleanse
Rinse, freshness, cooling sensation
Mentholated shampoo · Mentholated conditioner#55cfe202
Scalp care
Scalp nourishment, dandruff care and botanical care
Anti-dandruff · Hair growth · Hair + scalp treatment#71d36a03
Nourish + repair
Moisture, softness, detangling and repair
Daily leave-in · Deep conditioner · Hair food#E9107F04
Transform + process
Relaxer, neutralizing and focused process support
No-lye relaxer · Neutralizing shampoo#272329Colour governanceBrand core stays fixed.
Range colour does one job.
Range colour does one job.
Masterbrand core
Black, white, pink and yellow remain available across every category for logo, seal, hierarchy and emphasis.
Wet Hair / need state
Blue = refresh, green = scalp care, pink = nourish / repair, charcoal = transform / process support. A text label or mark always accompanies the colour.
Dry Hair / product truth
Use charcoal or paper as the base with yellow for specs. Do not introduce a new SKU colour code.
Shelf readFamily first.
SKU second.
SKU second.
MENTHOLATEDSHAMPOOANTI-DANDRUFFTREATMENTDEEPCONDITIONERNO-LYERELAXERAssignment rule
Colour represents the shopper’s primary need: refresh, scalp care, nourish, or transform. Anti-dandruff belongs to Scalp care; it cannot drift into charcoal simply because the product format is a treatment.
04.7Seal system
The woman + crown
travels with the pack.
Detached from the full logo, the supplied illustration becomes a recognisable physical cue. It can be printed, etched, embossed or varnished according to the substrate.
approved secondary asset01
Bottle cap
Etch or mould into the pink cap. Keep the mark quiet and tactile.
02
Tub lid
Deboss or emboss into the lid; use as a repeatable lid signature.
03
Sachet header
One-colour seal or spot varnish in the top header zone.
04
Carton flap
Place on the upper front corner or closure flap.
05
Salon outer pack
Emboss / foil on the carton; print on the inner sachets.
Measurable seal rules12 mmminimum printed diameter 16 mmminimum embossed / etched diameter 25%clear space around the mark 1 coloursmall-format and tactile artwork Full logorequired on every primary saleable pack
The seal is a secondary recognition cue. It never replaces the full Lush Hair logo on a primary saleable pack.
Placement samplesPreview the seal
Preview the seal
on every format.
Select a pack type to see the recommended position, production treatment and safe-area intent.
Moulded or etchedBottle cap
Centred on the cap. Keep the seal tactile and quiet. The full logo remains on the primary front label.
04.8Type + claims
Typeface mapping / specimenREJUVENATING
WET HAIR / CARE
REJUVENATING
SHAMPOO
Infused with Rooibos Oil + Amla
MOISTURE + SHINE
A clear utility voice keeps the front panel useful at shelf distance and in the hand.
Claims hierarchy1 + 3 rule
01 / primaryMOISTURE + SHINEOne front-of-pack benefit only.
02 / support• Detangles • Softens • ProtectsUp to three support cues.
03 / proof + legalHow to use · ingredients · warningsMove substantiation and regulatory detail to the back / side panel.
Claims shown in current packs such as “promotes hair growth”, “no burn” and “no hair breakage” require substantiation and market approval before release.
Measurable styling + print rulesDesign decisions must survive production.
Product ID ≥ 14 pt on the smallest primary pack; consumer support text ≥ 10 pt; legal text ≥ 6 pt internal floor, subject to market review.
Use lowercase unit symbols and a space: 350 ml, 45 g, 18 in. Keep net size, saleable count, application quantity and component quantity as separate fields; never merge them into one claim.
Need-state colour occupies one controlled band or field only. Dry Hair uses charcoal / paper with yellow specs; colour is always paired with a text label or mark.
Printed seal ≥ 12 mm; embossed / etched seal ≥ 16 mm; clear space = 25% of seal diameter; one-colour artwork for tactile or small-format use.
Normal text target ≥ 4.5:1; large text target ≥ 3:1; never use pink, yellow or a need-state swatch as the only carrier of legal information.
3 mm bleed; 3 mm safe zone; 5 mm tear / cut exclusion; 0.25 pt minimum rule; 0.5 pt minimum knockout; barcode quiet zone ≥ 3 mm reserved.
Every artwork carries SKU ID, market, revision, claim status, regulatory owner and print sign-off before release.
Claim statusApproved wording only.
Evidence complete, wording locked, legal review passed
May appear in the approved placement and market.Evidence exists but wording, market or placement is restricted
Requires a visible qualifier and legal sign-off.Unsupported, misleading, expired or not market-cleared
Do not place on front, side, digital or trade artwork.Legal review gates
01 / DEFINEOne primary benefit + up to three support cuesBrand / marketing owner
02 / SUBSTANTIATEAttach test, formula, ingredient or performance evidenceTechnical / QA owner
03 / LEGAL REVIEWConfirm claim class, market wording and required qualifiersRegulatory / legal owner
04 / ARTWORKPlace only the approved claim version in the correct hierarchyDesign owner
05 / RELEASECheck proof, translation, barcode and variable dataPrint / production owner
04.9Use + QA
Buying is one moment.
Using is the relationship.
Approve the pack in the conditions where she will actually meet it: compressed, wet, dim, scuffed, carried and used.
Pre-flight checks
Evidence wallCurrent range / reference
The prototype uses current pack references as evidence, while the recommended system above defines the next level of consistency.
05Verbal + content system
Same character.
Right for the channel.
The current personality traits describe a mood but do not yet tell teams how to write. This chapter converts character into message hierarchy, channel behavior and usable examples.
Communication principle / proposedBe bold enough to be noticed, useful enough to be trusted, and human enough to be remembered.
The tone can become faster, more technical, more celebratory or more reassuring by context, but it should not become a different brand in every channel.
Warm, direct, optimistic
Speak with people, not at them. Prefer confident everyday language over corporate or exaggerated beauty language.
Name before flourish
Say what the product is, who or what it helps, and the relevant choice cue before a campaign phrase.
Claims must be earned
Benefits, performance and sustainability language require substantiation, qualifiers and market approval.
Adapt context, keep character
Language, references and timing can change by market without changing the brand’s core point of view.
Series, captions, creator briefs, community responses
Titles, PDPs, marketplace listings, cart recovery
Style cards, product guides, training, partner communication
Email, presentations, reports, partner communication
Still required
Build channel-specific do/don’t examples, a claims-and-proof library, translation guidance, community-management responses and the relationship between Lush Hair and LushNova voice.
06Image + motion system
The hair
is the hero.
Photography and film must prove the product, express the brand and feel locally relevant. A beautiful image that hides texture, length, finish or use has not done the job.
Non-negotiableIf the hair is not in focus, the product story is not in focus.
Hair-led portrait
Show texture, movement, finish and the model’s relationship with the style. Accessories must not obscure the hair.
Accurate product truth
Use controlled light, correct colour, useful scale and consistent angles for comparison and commerce.
Real context, clear hierarchy
Build aspiration through lived moments while keeping the hair and product benefit readable.
Motion with a purpose
Use movement to reveal texture, installation, transformation or use—not as decoration that makes the product harder to inspect.
01Brief
Product, audience, market, output list, mandatory shots and claim boundaries.
02Cast
Locally credible representation, inclusive casting and the right hair/product expertise.
03Capture
Hair focus, lighting, accurate colour, clean product detail and safe crops.
04Deliver
Hero, detail, vertical, square, thumbnail, e-commerce and captioned motion assets.
05Approve
Product truth, representation, retouching, usage rights and market sign-off.
Wardrobe + styling
Avoid competitor-coded colours and hair accessories that conceal the product. Use brand colours, neutrals and human tones deliberately; document exceptions by campaign and market.
07Physical brand experience
Useful first.
Branded throughout.
Collaterals and merchandise should make the brand easier to recognise and easier to work with. The system must control materials, production quality, hierarchy and local adaptation—not simply place a logo on an object.
Shelf + point of sale
Gondola headers, shelf strips, display units, price cards, product maps and launch materials.
Partner environments
Signage, aprons, towels, capes, style cards, product guides, ordering tools and training assets.
Temporary brand worlds
Backdrops, stages, booths, wayfinding, credentials, gifting and activation kits.
Everyday consistency
Presentations, documents, stationery, email signatures, reports and partner templates.
Wearable + useful objects
Apparel, caps, bags, notebooks, containers and limited campaign pieces with quality specifications.
Owned sub-systems
Pink My Salon, Salon Business Partners, the Academy and creator programmes need defined relationships to the parent brand.
Material + colour control
Approved substrates, print methods, colour tolerances, durability, sizing and supplier proofing.
Templates + exceptions
Define what markets may edit, what must stay fixed, who approves and how old assets are retired.
Pattern governance
The repeating LUSH word pattern and Pink My Salon visual devices are already used in market. They must be documented before further rollout: source artwork, scale, colour, frequency, placement, relationship to the logo and prohibited uses.