-------------------------------------------------------------------------------- Document ID : DAB-MKTG-SPEC-001 Title : Brand Architecture and Tagline System Specification Daralbeida and DARAL7 — Wordmark, Tagline, and Deployment Rules Version : 1.0 Status : ACTIVE Date Created : 2026-05-12 Prepared by : PYB / Daralbeida Style : BPGP Department : MKTG Classification : Internal — Controlling Reference Related Docs : DAB-KB-STRAT-004 (Mediterranean Olive Oil Competitive Geometry); DAB-KB-STRAT-005 (Morocco's Agricultural Quality Pivot); DAB-SOP-SOURCING-001 Rev1 (Producer Qualification SOP); Daralbeida_BP_Outline_v4_30 -------------------------------------------------------------------------------- OUTLINE -------------------------------------------------------------------------------- 1. Purpose and Scope 2. Brand Architecture Overview 2.1 Two-Mark System 2.2 Parent and Product Relationship 3. Daralbeida — Parent Brand 3.1 Wordmark Rules 3.2 Tagline 3.3 Role and Application 4. DARAL7 — Product Brand 4.1 Wordmark Rules 4.2 Etymology 4.3 Claim Tagline 4.4 Proof Tagline 4.5 Shorthand Variant 4.6 Pairing Logic 5. The Seven Gates Reference 6. Tagline Deployment Map 6.1 Daralbeida Tagline Deployment 6.2 DARAL7 Tagline Deployment 6.3 Channel-by-Channel Allocation 7. Migration and Supersession Notes 8. Open Items 9. Acronyms 10. Glossary 11. Document Control -------------------------------------------------------------------------------- ================================================================================ 1. PURPOSE AND SCOPE ================================================================================ This document is the controlling reference for the Daralbeida and DARAL7 brand architecture, wordmark rules, tagline assignments, and tagline deployment across channels. It is effective as of May 12, 2026 and supersedes any prior internal or external statement that assigns the phrase "The one ingredient without which none of it exists" to the Daralbeida parent brand. This document is mandatory for any deliverable that uses either the Daralbeida or the DARAL7 wordmark or tagline, including but not limited to: bottle labels, secondary packaging, Amazon listings, daralbeida.com, daral7.com, investor materials, business plan, trade press, packaging inserts, paid media, organic social, retail sell sheets, and any contractor-produced collateral. It does not govern visual identity beyond wordmark rules — colors, typography, photography, and layout are governed by separate brand identity standards. ================================================================================ 2. BRAND ARCHITECTURE OVERVIEW ================================================================================ 2.1 TWO-MARK SYSTEM Daralbeida operates under a two-mark brand architecture. The architecture distinguishes between the parent brand, which carries corporate, legal, and portfolio identity, and the product brand, which carries consumer-facing product identity for the launch SKU and successor product lines within the EVOO category. Mark Role Primary Application ------------ --------------------- -------------------------------------- Daralbeida Parent brand Corporate, legal, investor, regulatory, portfolio identity DARAL7 Product brand (EVOO) Bottle, packaging, Amazon, DTC site, social, retail sell sheets Both marks are trademarked. Both carry the trademark symbol in all displayed contexts where space permits. 2.2 PARENT AND PRODUCT RELATIONSHIP DARAL7 is a sister brand to Daralbeida, not a sub-brand. The relationship is sibling, not parent-child in the visual sense, though Daralbeida holds the corporate role and DARAL7 sits beneath it in the legal and operational hierarchy. The etymological pairing reinforces the sibling relationship: Daralbeida Dar Al + Beida "white house" DARAL7 Dar Al + 7 "house of seven" The "Dar Al" prefix is the shared family element. Beida and 7 are the distinguishing suffixes that establish each mark's distinct identity within the family. ================================================================================ 3. DARALBEIDA — PARENT BRAND ================================================================================ 3.1 WORDMARK RULES The Daralbeida wordmark must always be written as a single word with neither space nor hyphen. The trademark symbol follows the wordmark in all displayed contexts. Correct: Daralbeida(TM) Incorrect: Dar al Beida, Dar Al Beida, Dar-al-Beida, daralbeida (lower case only), DARALBEIDA (all caps), Daralbeida (TM rendered in a different colour from the wordmark) The wordmark must be rendered in a single colour in any deliverable. The trademark symbol is the same colour as the wordmark itself. No exceptions are permitted, regardless of background, palette, or design context. 3.2 TAGLINE The Daralbeida tagline is: "Purveyors of Moroccan Flavors" This tagline is effective as of May 12, 2026. It supersedes any prior assignment of the phrase "The one ingredient without which none of it exists" to the Daralbeida parent brand. That phrase is now assigned to DARAL7 and may not be used as a Daralbeida-level tagline. The Daralbeida tagline is portfolio-aware. It anticipates a Daralbeida product range that may extend beyond EVOO into other Moroccan culinary exports over time. The phrasing "purveyors" signals a curatorial role and a multi-product remit consistent with the parent brand's intended breadth. 3.3 ROLE AND APPLICATION The Daralbeida wordmark and tagline are deployed in contexts where the audience is engaging with the company rather than with a specific product. Typical applications: Application Wordmark and Tagline Usage ---------------------------------------- ------------------------------ Investor pitch deck Daralbeida + tagline Business plan cover and headers Daralbeida + tagline Legal contracts and supplier agreements Daralbeida (mark only) Banking and regulatory filings Daralbeida (mark only) daralbeida.com homepage Daralbeida + tagline Corporate email signatures Daralbeida + tagline Press releases and corporate statements Daralbeida + tagline Investor and trade buyer briefings Daralbeida + tagline The Daralbeida tagline is not deployed on bottles, secondary packaging, Amazon listing copy, or consumer-facing product pages. Those contexts use the DARAL7 wordmark and DARAL7 taglines. ================================================================================ 4. DARAL7 — PRODUCT BRAND ================================================================================ 4.1 WORDMARK RULES The DARAL7 wordmark is the consumer-facing identity for Daralbeida's EVOO product line. The wordmark must be written in the form "DARAL7" in all displayed contexts, with the trademark symbol following. Correct: DARAL7(TM) Incorrect: Daral7, daral7, DAR7, DARALSEVEN, DARAL VII, DARAL-7, DARAL 7, any rendering separating "DARAL" from "7" The wordmark is pronounced "dah-RAL-seven" in spoken contexts. The DARAL7 wordmark, like the Daralbeida wordmark, must be rendered in a single colour in any deliverable. The numeral "7" is rendered in the same colour as the letters "DARAL" and the trademark symbol. No exceptions are permitted. 4.2 ETYMOLOGY DARAL7 is built from two elements: Dar Al "House of" — shared family prefix with Daralbeida 7 The numeral seven — the number of quality control gates every bottle passes before sale The numeral 7 is therefore not arbitrary. It is a direct reference to the seven-gate quality discipline that backs the product's premium positioning. The brand name itself is the first carrier of the proof narrative. 4.3 CLAIM TAGLINE DARAL7 carries two taglines, each with a distinct rhetorical role. The claim tagline asserts the product's importance: "The one ingredient without which none of it exists." The claim tagline is positioning. It states that EVOO is foundational to Mediterranean cuisine and dietary tradition, and that without it the broader Mediterranean food culture does not function. The claim is intentionally provocative and editorial. It is not a comparative or a health claim and does not require substantiation under FDA or FTC rules. 4.4 PROOF TAGLINE The proof tagline demonstrates that the product earns its claim: "Seven gates between grove and table." The proof tagline names the seven-gate quality discipline referenced in the brand's etymology and operationalised in Daralbeida's two-gate QC protocol expanded into the full seven-step provenance and quality chain. It is concrete where the claim tagline is editorial. It gives the consumer and the trade buyer a tangible reason to accept the claim. The proof tagline is the primary tagline for contexts where the audience needs evidence of quality discipline. The claim tagline is the primary tagline for contexts where the audience needs to be drawn into the brand's editorial voice. 4.5 SHORTHAND VARIANT For applications where space is restrictive — bottle neck seals, social media bios, favicon-adjacent contexts, single-line headers — the proof tagline may be shortened to: "Through seven gates." The shorthand variant is functionally a stamp or seal. It is not a substitute for either the claim or the proof tagline in long-form contexts. It is used only when the full proof tagline does not fit. 4.6 PAIRING LOGIC The claim tagline and the proof tagline are not interchangeable. They work together. The claim asserts the product's importance and the proof demonstrates the discipline behind that assertion. The two-line treatment is the strongest expression of DARAL7's positioning. Standard pairing format for long-form contexts: DARAL7(TM) The one ingredient without which none of it exists. Seven gates between grove and table. In contexts requiring a single tagline, the choice is governed by the deployment map in Section 6. ================================================================================ 5. THE SEVEN GATES REFERENCE ================================================================================ This section establishes the conceptual reference to which "Seven gates between grove and table" and "Through seven gates" both refer. The specific operational definition of each of the seven gates is the subject of a separate document — the formal Seven Gates Quality Specification — which is identified in Section 8 as an open item. For the purposes of this brand specification, the seven gates refer to the seven quality control and provenance verification steps that every DARAL7 bottle passes between harvest and consumer. They are an expansion and formalisation of the two-gate QC protocol documented in Daralbeida_Trade_Secret_TS-2026-01. The two-gate QC protocol — Gate 1 (Morocco, CDR OxiTester Junior) and Gate 2 (US, Eurofins CAL) — is a subset of the seven gates, not the totality. The seven gates are not disclosed individually in marketing copy. They are referenced collectively as a discipline. Consumers and trade buyers who engage with the brand at depth — through the daral7.com site, through back-label content, through trade press — encounter the seven gates as a structured proof point. The integrity of the seven-gate reference depends on the formal specification being completed and maintained. Marketing deployment of either DARAL7 tagline must not exceed the boundaries set by the formal Seven Gates Quality Specification once it is issued. ================================================================================ 6. TAGLINE DEPLOYMENT MAP ================================================================================ 6.1 DARALBEIDA TAGLINE DEPLOYMENT The Daralbeida tagline "Purveyors of Moroccan Flavors" is deployed in the following channels: Channel Treatment ---------------------------------------- ------------------------------ daralbeida.com homepage Hero placement Investor pitch deck cover slide Below wordmark Business plan cover and section headers Below wordmark Press kit cover and About page Below wordmark Corporate email signatures Below wordmark or after name LinkedIn company page tagline Direct use Specialty retail wholesale line sheets Below wordmark on header It is not deployed on the DARAL7 bottle, on Amazon listing copy, on daral7.com product pages, or in DARAL7-specific social channels. 6.2 DARAL7 TAGLINE DEPLOYMENT The two DARAL7 taglines are deployed with distinct allocations: Channel Recommended Tagline ---------------------------------------- ------------------------------ Bottle front label None (wordmark only) Bottle back label Both, paired Bottle neck seal Shorthand variant Secondary packaging carton Both, paired Amazon listing title None (wordmark and keywords only) Amazon listing first bullet Claim tagline Amazon A+ content hero panel Claim tagline Amazon A+ content proof panel Proof tagline daral7.com hero Claim tagline daral7.com provenance section Proof tagline Instagram bio Shorthand variant Instagram grid captions Either, by post intent Pinterest descriptions Claim tagline Trade press DARAL7-specific coverage Both, paired Specialty retail shelf talkers Claim tagline Email subject lines Shorthand variant Influencer briefing notes Both, paired, with usage rule 6.3 CHANNEL-BY-CHANNEL ALLOCATION Where any ambiguity arises about which tagline to use, the governing question is what the audience needs from the touchpoint at that moment. If the audience needs to be drawn in or persuaded, the claim tagline applies. If the audience needs evidence that the product is worth the attention, the proof tagline applies. If space is restricted, the shorthand applies. If the touchpoint is long-form and editorial, both taglines are paired. A touchpoint may never use a Daralbeida tagline alongside a DARAL7 wordmark, or a DARAL7 tagline alongside a Daralbeida wordmark. The parent and product marks each carry their own tagline ecosystem and must not be crossed. ================================================================================ 7. MIGRATION AND SUPERSESSION NOTES ================================================================================ This document supersedes the prior Daralbeida brand positioning statement that read: "You don't need the entire Mediterranean diet. Just start with its most powerful ingredient — the one without which none of it exists. Daralbeida. Pressed at the western edge of the Mediterranean world, where it's finest." That statement is retired. The "one ingredient" phrase from that statement now belongs to DARAL7 as the claim tagline. The Daralbeida parent brand is no longer represented by that positioning statement. Any existing deliverable that uses the retired positioning statement — including drafts, prior business plan versions, web pages, decks, or press materials — must be revised before further distribution. A deliverable inventory and revision pass is therefore an open item identified in Section 8. The Daralbeida wordmark rules and the DARAL7 wordmark rules in this document do not change prior wordmark specifications. They are restated here for completeness. ================================================================================ 8. OPEN ITEMS ================================================================================ The following items are identified as open and require resolution through subsequent documents or decisions. None block the immediate adoption of the brand architecture and tagline rules specified in this document. Open Item Resolution Path ---------------------------------------- ------------------------------ Daralbeida-level full positioning Drafted and approved by PYB. statement (long-form successor to the Will be issued as DAB-MKTG- retired statement quoted in Section 7) POS-001 or similar. Formal Seven Gates Quality Specification Drafted by QC department (the definitive enumeration and under PYB direction. Likely operational definition of the seven doc ID DAB-QC-SPEC-001. gates referenced in DARAL7 taglines) Deliverable inventory and revision pass Inventory of all existing for retired positioning statement and materials carrying the prior prior single-tagline assumption tagline assignments; revised or retired as appropriate. daral7.com domain build-out to reflect Web development engagement product-brand identity distinct from under existing webmaster daralbeida.com contractor relationship. Update of Daralbeida Business Plan Targeted revision pass; the references to taglines and positioning business plan currently statements carries the retired statement in places. ================================================================================ 9. ACRONYMS ================================================================================ Acronym Expansion -------- ----------------------------------------------------------------- A+ Amazon A+ Content (enhanced brand content on listings) BPGP Bullet-Proof Ground-Plane (Daralbeida plain-text document standard) DAB Daralbeida (internal brand abbreviation) DARX Daralbeida organisation code (used in file naming) DTC Direct-to-Consumer (sales channel) EVOO Extra Virgin Olive Oil FDA Food and Drug Administration (United States) FTC Federal Trade Commission (United States) MKTG Marketing and Brand (Daralbeida department code) PYB Founder (Daralbeida internal reference code) QC Quality Control (Daralbeida department code) SKU Stock Keeping Unit SOP Standard Operating Procedure SPEC Specification (document type code) TM Trademark (symbol convention) ================================================================================ 10. GLOSSARY ================================================================================ Claim Tagline The DARAL7 tagline that asserts the product's importance and draws the audience into the brand's editorial voice. Current claim tagline: "The one ingredient without which none of it exists." Parent Brand The brand mark that carries corporate, legal, and portfolio identity. Used in contexts where the audience is engaging with the company rather than with a specific product. Daralbeida is the parent brand within this architecture. Pairing Format The two-line treatment in which the claim tagline and the proof tagline are presented together below the DARAL7 wordmark. The strongest expression of DARAL7's positioning, suitable for long-form contexts where space and audience attention allow for both rhetorical roles. Product Brand The brand mark that carries consumer-facing product identity. Used in contexts where the audience is engaging with a specific product. DARAL7 is the product brand for the EVOO category within this architecture. Successor product lines within EVOO will operate under DARAL7. Product lines outside EVOO will either extend DARAL7 (if integrally related) or use new product brands under the Daralbeida parent (if categorically distinct). Proof Tagline The DARAL7 tagline that demonstrates the discipline backing the claim. Current proof tagline: "Seven gates between grove and table." Seven Gates The seven quality control and provenance verification steps that every DARAL7 bottle passes between harvest and consumer. The operational definition of the seven gates is the subject of a separate formal specification identified as an open item in Section 8. The two-gate QC protocol documented in Daralbeida_Trade_Secret_TS-2026-01 is a subset of the seven gates. Shorthand Variant The condensed form of the proof tagline ("Through seven gates.") used in space-restricted contexts. Functions as a stamp or seal. Not a substitute for either the claim or the proof tagline in long-form contexts. Sister Brand The relationship between Daralbeida and DARAL7. Not a parent-child relationship in the visual sense. The two marks share an etymological family ("Dar Al + Beida" and "Dar Al + 7") while occupying distinct functional roles within the brand architecture. Tagline Ecosystem The set of taglines that operate within a single brand mark and may not be crossed with the taglines of another mark. Daralbeida and DARAL7 each have distinct tagline ecosystems. Wordmark The text-only representation of a brand mark, as distinguished from a logo or symbol. Both Daralbeida and DARAL7 are wordmarks with no associated logo or symbol element within their primary representation. -------------------------------------------------------------------------------- DOCUMENT CONTROL -------------------------------------------------------------------------------- Document ID : DAB-MKTG-SPEC-001 Title : Brand Architecture and Tagline System Specification — Daralbeida and DARAL7 — Wordmark, Tagline, and Deployment Rules Version : 1.0 Status : ACTIVE Date Created : 2026-05-12 Last Modified : 2026-05-12 Prepared by : PYB / Daralbeida Style : BPGP Department : MKTG Classification : Internal — Controlling Reference Related Docs : DAB-KB-STRAT-004; DAB-KB-STRAT-005; DAB-SOP-SOURCING-001 Rev1; Daralbeida_Trade_Secret_TS-2026-01; Daralbeida_BP_Outline_v4_30 Review Cycle : Triggered review on any of the following events: (a) issuance of the new Daralbeida full positioning statement; (b) issuance of the formal Seven Gates Quality Specification; (c) introduction of an additional product brand under the Daralbeida parent; (d) PYB decision to revise either the Daralbeida tagline or either of the DARAL7 taglines Retention : Permanent (controlling reference for brand identity) Owner : Marketing department (PYB until delegation) Distribution : Internal — PYB, brand and design contractors under NDA, webmaster, copywriter, packaging supplier, Amazon PPC contractor (for listing copy compliance) Compliance : (1) Wordmarks must be rendered in a single colour in every deliverable. The trademark symbol matches the wordmark colour. No exceptions. (2) The Daralbeida tagline and the DARAL7 taglines may not be crossed. A Daralbeida wordmark never carries a DARAL7 tagline and a DARAL7 wordmark never carries the Daralbeida tagline. (3) The retired positioning statement quoted in Section 7 must not be reproduced in any new deliverable. (4) The Daralbeida tagline must not appear on the DARAL7 bottle, DARAL7 packaging, Amazon listing copy, or consumer-facing DARAL7 channels. (5) The seven gates may not be enumerated individually in marketing copy until the formal Seven Gates Quality Specification is issued. Revision History: 1.0 2026-05-12 Initial issue. Establishes Daralbeida parent tagline "Purveyors of Moroccan Flavors" and DARAL7 dual-tagline system with shorthand variant. Supersedes prior Daralbeida positioning statement that assigned the "one ingredient" line to the parent brand. -------------------------------------------------------------------------------- END OF DOCUMENT — DAB-MKTG-SPEC-001 --------------------------------------------------------------------------------