# Feather Brand Voice

> Functional, compliant, and strictly utilitarian.

## Positioning
Feather is a cannabis-related brand for adult consumers. It prioritizes legal compliance and clear age-gating over lifestyle marketing in its initial user touchpoints.

## Voice principles
*   **Compliant:** prioritizes legal requirements and age verification above all else.
*   **Direct:** uses simple, binary choices (Yes/No) and clear instructions.
*   **Undecluttered:** avoids adjectives and marketing fluff in favor of essential information.
*   **Technical:** relies on raw system codes for error states rather than friendly or conversational prose.

## Tone by context
| Context | Tone |
|---|---|
| Age Verification | Serious, authoritative, and legally focused. |
| Error States | Technical, cold, and system-oriented. |
| Navigation | Functional and binary. |

## Lexicon
- **Use:** ATTENTION, legal age, purchase, cannabis, confirm.
- **Avoid:** Not evident from captured copy (likely avoids slang or "stoner" culture in favor of formal terminology like "cannabis").

## Messaging do's and don'ts
*   **Do:** Use all-caps for urgent headers like "ATTENTION".
*   **Do:** State legal requirements explicitly (e.g., "over 19").
*   **Do:** Use standard system error codes for technical failures.
*   **Don't:** Use puns, humor, or lighthearted language in high-friction areas like age gates.
*   **Don't:** Soften the language around legal compliance.
*   **Don't:** Provide "friendly" error messages; keep them raw and diagnostic.

## Evidence
- "ATTENTION"
- "You must be over 19 to enter this site."
- "By clicking 'YES', you confirm that you are of legal age to purchase cannabis."
- "404: NOT_FOUND Code: NOT_FOUND"