-------------------------------------------------------------------------------- DOCUMENT CONTROL -------------------------------------------------------------------------------- Document ID : DAB-MKTG-POS-001 Title : Brand Positioning Specification Tagline Architecture, Messaging Hierarchy, and Usage Rules for Daralbeida (Parent) and DARAL7 (Product) Version : 1.0 Status : DRAFT Date Created : 2026-05-13 Prepared by : PYB / Daralbeida Style : BPGP Department : MKTG Classification: Internal — Confidential Related Docs : DAB-MKTG-SPEC-001 (Brand Specification — tagline architecture), DAB-KB-PLATFORM-VISION-001 (Platform Vision; brand identity Sections 8.4–8.6), DAB-AMZ-LISTING-001 (Amazon listing & A+ content), DAB-AMZ-BR-001 (Amazon Brand Registry), DAB-TS-2026-01 (Trade Secret Register) NOTE : v1.0 is DRAFT pending finalization of the Daralbeida parent- brand positioning statement in Section 4.2. Three candidate statements are presented for selection. All other sections are operational and may be acted on under v1.0 draft status. -------------------------------------------------------------------------------- OUTLINE -------------------------------------------------------------------------------- 1. Purpose and Scope 2. Brand Architecture Recap 3. Tagline Architecture 4. Daralbeida — Parent-Brand Positioning 4.1 Confirmed Tagline 4.2 Positioning Statement (PENDING — Candidate Set) 4.3 Frame of Reference 4.4 Audiences 4.5 Voice and Tone 4.6 Multilingual Tagline Variants 5. DARAL7 — Product-Brand Positioning 5.1 Claim Tagline 5.2 Proof Tagline 5.3 Shorthand 5.4 The Seven Gates 5.5 Frame of Reference 5.6 Audiences 5.7 Voice and Tone 5.8 Forbidden Positioning Claims (Product Layer) 6. Messaging Hierarchy 6.1 Three-Tier Hierarchy 6.2 Mapping Hierarchy to Surface 7. Surface-by-Surface Usage Rules 7.1 Amazon Listings (DARAL7) 7.2 Amazon Brand Store (DARAL7) 7.3 Bottle, Label, and Packaging (DARAL7) 7.4 Consumer Domain — daral7.com (DARAL7) 7.5 Corporate Domain — daralbeida.com (Daralbeida) 7.6 Investor Materials and Pitch Deck (Daralbeida) 7.7 B2B and Trade Outreach (Daralbeida) 7.8 Social Channels 7.9 Press, Editorial, and Earned Media 8. Wordmark and Trademark Discipline 8.1 Spelling and Punctuation 8.2 Color and Visual Treatment 8.3 Co-Appearance Rules 9. Prohibited Positioning Claims (Both Layers) 10. Approval and Revision Protocol 11. Acronyms 12. Glossary 13. Document Control ================================================================================ 1. PURPOSE AND SCOPE ================================================================================ This document is the controlling reference for brand positioning at both the Daralbeida (parent) and DARAL7 (product) layers. It codifies the tagline architecture established under DAB-MKTG-SPEC-001 on 2026-05-12, defines how each tagline is used by surface, sets the messaging hierarchy and voice discipline for each layer, and lists the positioning claims that are prohibited under any circumstance. DAB-MKTG-POS-001 governs every consumer-facing, investor-facing, regulatory, retail, and editorial surface produced by or on behalf of Daralbeida Holdings LLC and its subsidiaries. It supersedes all prior internal positioning notes, including the prior Daralbeida positioning statement that has been retired and re-architected as detailed in Section 3. Out of scope: technical product specifications (governed by DAB-AMZ-LISTING- 001 and the seven-test specification in DAB-KB-PLATFORM-VISION-001 Section 8.5), pricing (governed by DAB-PRICING references), legal trademark prosecution (governed by USPTO and Madrid Protocol filings under counsel), and visual identity system tokens such as color and typography (governed by Daralbeida brand identity files). ================================================================================ 2. BRAND ARCHITECTURE RECAP ================================================================================ Daralbeida operates a two-layer brand architecture. The two layers are protected separately, used separately, and are never substituted for one another. Layer Function Surfaces ----------------- ----------------------------- ---------------------------- Daralbeida Company / platform layer. Investor materials, banking, The three legal entities, regulatory filings, B2B USPTO Class 29 and 35 mark, contracts, corporate domain agregateur under Law 04-12, daralbeida.com, press Importer of Record, FSVP releases at the corporate program owner, FDA- level, hiring, supplier registered facility. contracts. ----------------- ----------------------------- ---------------------------- DARAL7 Consumer-facing wordmark Bottle, label, packaging, layer. The brand on the Amazon listing title and bottle. Backed by separate A+ content, consumer USPTO Class 29 and 35 domain daral7.com, filings (pending), separate consumer social handles, Madrid Protocol strategy, direct-to-consumer separate domain perimeter. storefront, point-of-sale, consumer-facing press. The architecture is structural, not cosmetic. The wordmark DARAL7 is a sister name to Daralbeida, not an abbreviation of it. Both names preserve the Arabic construction "Dar Al" — "the house of." Daralbeida = "the house of white" (the Arabic name for Casablanca). DARAL7 = "the house of seven" (the seven tests every bottle passes before being bottled under the wordmark). The full etymology, pronunciation, and structural rationale are documented in DAB-KB-PLATFORM-VISION-001 Section 8.4 and are not restated here. ================================================================================ 3. TAGLINE ARCHITECTURE ================================================================================ The retired prior positioning statement — "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." — has been disaggregated as of 2026-05-12. The disaggregation maps to the two-layer brand architecture. Specifically: Element Disposition -------------------------------------- ------------------------------------ "The one ingredient without which Migrated to DARAL7 product layer none of it exists." as the CLAIM tagline. -------------------------------------- ------------------------------------ "Pressed at the western edge of the Retained as available narrative Mediterranean world." language for product copy. NOT a standalone tagline. May appear in long-form copy at either layer where geographically appropriate. -------------------------------------- ------------------------------------ "Where it's finest." Retired. Imprecise as a standalone claim. Not used. -------------------------------------- ------------------------------------ The opening clause referencing the Retired in full. Not used. Mediterranean diet. The current tagline architecture is as follows. Layer Tagline Type Tagline ----------------- --------------- ------------------------------------------- Daralbeida Parent tagline Purveyors of Moroccan Flavors (descriptor) ----------------- --------------- ------------------------------------------- DARAL7 Claim tagline The one ingredient without which none of it exists. ----------------- --------------- ------------------------------------------- DARAL7 Proof tagline Seven gates between grove and table. ----------------- --------------- ------------------------------------------- DARAL7 Shorthand Through seven gates. The Daralbeida tagline operates as a descriptor: it signals the breadth of the platform (Moroccan flavors, plural, not olive oil singular) and the craft posture of the operating model (purveyors, not distributors or importers). It positions Daralbeida as a multi-product Moroccan food platform, of which DARAL7 is the first commercial expression. The DARAL7 tagline pair operates as claim plus proof. The claim asserts the position. The proof substantiates it. The two are designed to appear together where space and surface permit. The shorthand operates in constrained surfaces — social bios, packaging tertiary, banner overlays. ================================================================================ 4. DARALBEIDA — PARENT-BRAND POSITIONING ================================================================================ -------------------------------------------------------------------------------- 4.1 Confirmed Tagline -------------------------------------------------------------------------------- Tagline: Purveyors of Moroccan Flavors Status: Confirmed. Locked. Typography: Daralbeida brand stack — Cormorant Garamond display or Montserrat body, per visual identity tokens. Trademark: The Daralbeida wordmark always carries the trademark symbol on first or featured use: Daralbeida(TM). The tagline itself does not carry a trademark symbol. The tagline is a descriptor, not a positioning statement. It tells the reader what kind of company Daralbeida is — a purveyor — and what it purveys — Moroccan flavors. It does not state why. The why is the work of the positioning statement defined in Section 4.2. The plural "Flavors" is deliberate and load-bearing. It signals that the parent brand is not confined to olive oil. Future product introductions under the Daralbeida platform (which may include, but are not limited to, preserved lemons, argan oil, harissa, ras el hanout, saffron, and other Moroccan single-origin food specialties) fit under the parent without requiring a tagline change. "Purveyors" carries a craft and provisioning register that institutional language such as "importers" or "distributors" lacks. It positions Daralbeida as a curator-operator, not a logistics provider. -------------------------------------------------------------------------------- 4.2 Positioning Statement — PENDING (Candidate Set) -------------------------------------------------------------------------------- STATUS: PENDING. The Daralbeida-level positioning statement is not yet adopted. Three candidate statements are presented below for selection, modification, or rejection. None has been approved. None may be used in any external surface until one is selected and this section is updated to status CONFIRMED in v1.1. Each candidate is a single paragraph of approximately 35–55 words. Each holds the tagline "Purveyors of Moroccan Flavors" as the closing phrase. Each meets the following constraints derived from prior decisions: (a) No sub-regional geographic claim. Morocco only. No Atlas, no Marrakech-Safi, no coordinates. (Origin discipline rule, hard.) (b) No exclusive olive-oil framing. The parent must accommodate future product lines. (c) Compatible with the agregateur model under Moroccan Law 04-12. Acknowledges the producer-side stakeholder. (d) Reads in English, French, Spanish, and Darija without losing meaning. (Multilingual surface support, per Section 4.6.) ----------------------------------------------------------------------- CANDIDATE A — "Two Tables" ----------------------------------------------------------------------- Daralbeida brings Moroccan single-origin foods from the producers behind every bottle, jar, and pouch to American tables. One country. Many specialties. Verifiable provenance. Built to outlast a trend. Purveyors of Moroccan Flavors. Notes: - Anchors on the dual-stakeholder narrative (Moroccan producer, American consumer) that mirrors the legal architecture. - "Bottle, jar, and pouch" prefigures the multi-product roadmap without naming categories. - "Built to outlast a trend" is the parent-level durability claim. - Closes on the locked tagline. ----------------------------------------------------------------------- CANDIDATE B — "The Foundation" ----------------------------------------------------------------------- At the foundation of the Mediterranean kitchen sits a country whose ingredients have rarely traveled under their own name. Daralbeida brings them across the Atlantic with provenance verified at the source and again at destination, and with producers behind every one. Purveyors of Moroccan Flavors. Notes: - Borrows "Foundation of the Mediterranean kitchen" from DAB-KB-PLATFORM-VISION-001 mission language (approved). - "Verified at the source and again at destination" is the two-gate logic at the platform level (parallels but does not duplicate the DARAL7 seven-gates language). - "Producers behind every one" activates the aggregator promise. - Closes on the locked tagline. ----------------------------------------------------------------------- CANDIDATE C — "Single-Origin, Plural" ----------------------------------------------------------------------- Morocco produces some of the most distinctive single-origin foods on the Mediterranean rim. Daralbeida is the platform that brings them to American tables under one standard of provenance, one standard of quality, and one set of producers we know by name. Purveyors of Moroccan Flavors. Notes: - Most platform-explicit of the three. Uses the word "platform" directly. - "One standard of provenance, one standard of quality" prefigures the future of a shared operating chassis across multiple products. - "Producers we know by name" is the aggregator promise in plain language. - Closes on the locked tagline. ----------------------------------------------------------------------- SELECTION PROTOCOL ----------------------------------------------------------------------- PYB selects one of A, B, C; or requests modification; or rejects all three and requests a new candidate set. Upon selection: (1) This Section 4.2 is rewritten to present the selected statement as CONFIRMED. (2) The candidate set is moved to the Revision History as historical record. (3) Version increments to 1.1. Status changes from DRAFT to ACTIVE. (4) Selected statement may be used on corporate domain, investor materials, B2B outreach, and editorial surfaces immediately upon v1.1 publication. No candidate may be used externally under v1.0 DRAFT status. -------------------------------------------------------------------------------- 4.3 Frame of Reference -------------------------------------------------------------------------------- Daralbeida is positioned in the frame of a single-country food platform — a US-headquartered company that brings Moroccan single-origin specialties to the American market under a unified standard of provenance, quality, and producer-equitable sourcing. Reference comparables (for investor and press framing, not for direct comparison): Frame Examples ------------------------------ ------------------------------------------- Single-country food platform Marqt (now Mountain Rose Herbs subset), Burlap & Barrel (single-origin spices), Fly By Jing (regional Chinese specialty). ------------------------------ ------------------------------------------- Vertically-integrated Brightland (California EVOO), premium food brand Graza (Spain EVOO single-varietal). Note: comparable on operating posture, not on positioning. Daralbeida is NOT positioned as: an importer, a distributor, a wholesaler, a brand house holding unrelated assets, or an Amazon-only seller. The platform thesis is the operating reality and the investor narrative. -------------------------------------------------------------------------------- 4.4 Audiences -------------------------------------------------------------------------------- The Daralbeida parent-brand audience tiers are as follows. Tier Audience Primary Channel ------ ------------------------------ ---------------------------------- T1 Investors (seed and Series A Pitch deck, daralbeida.com, prospects) warm intros, executive summary ------ ------------------------------ ---------------------------------- T2 Specialty retail buyers and B2B email, trade shows, retail specialty grocery chains outreach decks ------ ------------------------------ ---------------------------------- T3 Moroccan producers under Producer onboarding materials in Law 04-12 aggregator status French and Darija ------ ------------------------------ ---------------------------------- T4 Regulators (FDA US Agent Regulatory filings, ONSSA channel, ONSSA, customs) correspondence ------ ------------------------------ ---------------------------------- T5 Trade press and editorial Press kit, founder-level press (food media, business press) inquiries The American consumer is NOT a Daralbeida-layer audience. The consumer sees DARAL7 on the bottle and on Amazon. The consumer's exposure to the Daralbeida name is limited to the corporate domain (for those who follow the company link from the bottle or listing), the FDA-mandated importer disclosure on the back label, and editorial coverage where the company is named. -------------------------------------------------------------------------------- 4.5 Voice and Tone -------------------------------------------------------------------------------- Daralbeida-layer voice is editorial, institutional, and confident. It reads as written by an operator who has done the work, not as written by an agency. It uses precise nouns and verbs. It does not use hedging adjectives or hype. Voice attribute Yes No ---------------------- ------------------------- ---------------------- Register Editorial-business Marketing-promotional Posture Operator-confident Aspirational-startup Length preference Compact paragraphs Bullet stacks Numbers Used where precise Used where dramatic Adjectives Earned by the noun Decorative Country names Morocco "Northwest Africa," "the Maghreb" Geography Country level Sub-regional First person "Daralbeida" "We" (rarely) Reference comparables for voice: Patagonia provisions copy, Burlap & Barrel founder letters, The New York Times Magazine food essay register. NOT: lifestyle Instagram copy, DTC startup punchy copy, luxury fashion ad copy. -------------------------------------------------------------------------------- 4.6 Multilingual Tagline Variants -------------------------------------------------------------------------------- The parent tagline has approved translations for the four operating surfaces of the company. Each is treated as a primary, not a back-translation. Language Tagline ----------------------- ---------------------------------------------- English (US) Purveyors of Moroccan Flavors ----------------------- ---------------------------------------------- French (CA / FR / MA) Maison des Saveurs Marocaines ----------------------- ---------------------------------------------- Spanish (MX / ES) Casa de los Sabores Marroquies [Pending native-speaker confirmation. May alternatively read "Proveedores de Sabores Marroquies."] ----------------------- ---------------------------------------------- Darija (MA) [Pending Darija native-speaker confirmation. Working draft: Bayt en-nokhat el-Maghribiya (House of Moroccan Flavors), Latin transliteration.] The Arabic-script Modern Standard Arabic form is intentionally not listed. Daralbeida operates in Darija, not MSA, per founder operating languages. Where Arabic script is required (Moroccan-market surfaces, ONSSA filings, MA-localized website language toggle), an MSA form may be commissioned under counsel review. ================================================================================ 5. DARAL7 — PRODUCT-BRAND POSITIONING ================================================================================ -------------------------------------------------------------------------------- 5.1 Claim Tagline -------------------------------------------------------------------------------- Tagline: The one ingredient without which none of it exists. Status: Confirmed. Locked. Register: Provocative. Single-sentence assertion. Reads with: The DARAL7 wordmark immediately preceding or following. The claim is a positioning provocation, not a literal statement. It asserts that extra virgin olive oil is the indispensable foundation of the Mediterranean kitchen — that without it, the rest (the herbs, the vegetables, the grains, the legumes, the fish) does not become the cuisine the consumer is reaching for. It is a deliberately load-bearing claim and reads with confidence. The claim does not name what "it" is. The ambiguity is the work. The consumer fills in: "the Mediterranean diet," "the cooking I want to do," "real food." Whichever the consumer fills in, the claim holds. -------------------------------------------------------------------------------- 5.2 Proof Tagline -------------------------------------------------------------------------------- Tagline: Seven gates between grove and table. Status: Confirmed. Locked. Register: Declarative. Substantiates the claim with operating fact. Reads with: The claim tagline (claim first, proof second) where space permits. Stands alone where it does not. The proof tagline references the seven tests every DARAL7 lot must pass before bottling, six performed in Morocco and one performed on landed inventory in California. It substantiates the claim by anchoring it in a verifiable operating fact: this is not a marketing posture, this is a quality discipline. "Gates" is preferred over "tests" in consumer-facing copy because the metaphor reads as a journey, not as a laboratory checklist. The underlying operating term inside trade and operational documents remains "tests" (per DAB-KB-PLATFORM-VISION-001 Section 8.5). The two terms refer to the same seven pass/fail checks. -------------------------------------------------------------------------------- 5.3 Shorthand -------------------------------------------------------------------------------- Shorthand: Through seven gates. Status: Confirmed. Locked. Register: Compact. Functions as a brand signature on constrained surfaces. Reads alone: Yes. The shorthand is self-contained. The shorthand is the compact form for surfaces too small for the full proof tagline: social bios, packaging tertiary line, banner overlays, Amazon mobile rendering, badge graphics, signage. It carries the seven- tests narrative without requiring the consumer to read the full sentence. -------------------------------------------------------------------------------- 5.4 The Seven Gates -------------------------------------------------------------------------------- The seven gates are publishable. They appear on the back label, on the verification page at daral7.com/verify, and in consumer-facing brand materials. The seven tests themselves and their pass thresholds are specified in DAB-KB-PLATFORM-VISION-001 Section 8.5. They are NOT restated in marketing surfaces with the threshold values — the consumer sees the test name and a pass / fail outcome, not the threshold itself. Gate Test Surface representation ------- ----------------------------------- ---------------------------- 1 Free Fatty Acid (FFA) "FFA" 2 Peroxide Value "Peroxide" 3 UV Absorbance (K232, K268, dK) "UV Absorbance" 4 Polyphenol Content "Polyphenols" 5 Fatty Acid Profile "Fatty Acid Profile" 6 IOC Organoleptic Panel "Sensory Panel" 7 Destination Verification "Destination Verified" Threshold values, scoring weights, and producer-side selection criteria that determine which lots are submitted to the seven gates are trade secret under DAB-TS-2026-01 and do not appear on any consumer surface. -------------------------------------------------------------------------------- 5.5 Frame of Reference -------------------------------------------------------------------------------- DARAL7 is positioned in the frame of premium American single-source extra virgin olive oil — the competitive set as it presents on Amazon and in specialty grocery. Reference competitors (for positioning calibration only, not for explicit competitive copy): Frame Examples ------------------------------ ------------------------------------------- Premium American premium EVOO Brightland, Graza, Fat Gold, Frantoia (US-distributed Italian), Partanna. ------------------------------ ------------------------------------------- Editorial-luxury food brand Brightland (Ralph Lauren posture), Aesop adjacency in tone. ------------------------------ ------------------------------------------- Single-origin or single- Graza (Picual / Spain), Fat Gold varietal positioning (California Coratina), Citizens of Soil (Crete). DARAL7's structural differentiator within this frame is the seventh gate — destination verification on landed inventory in the United States. Most premium brands omit it. Its inclusion is the operational basis on which the brand promise is something other than marketing. DARAL7 is NOT positioned as: bulk EVOO, supermarket-private-label, an exotic curiosity item, a souvenir, a culinary tourism artifact, or a Mediterranean-diet supplement. -------------------------------------------------------------------------------- 5.6 Audiences -------------------------------------------------------------------------------- The DARAL7 consumer audience tiers are as follows. Tier Audience Primary Channel ------ ------------------------------ ---------------------------------- C1 American premium home cooks Amazon, daral7.com, specialty (25–55, HHI $90K+, grocery food-engaged) ------ ------------------------------ ---------------------------------- C2 Gift purchasers (holiday, Amazon, daral7.com, specialty hostess, corporate) grocery, gift retailers ------ ------------------------------ ---------------------------------- C3 Restaurant chefs and B2B sample program, food service independent food operators channels ------ ------------------------------ ---------------------------------- C4 Food editors, recipe Press kit, sample program, developers, food media editorial outreach ------ ------------------------------ ---------------------------------- C5 Olive oil enthusiasts and Verification page at category specialists daral7.com/verify, technical copy, founder-level engagement -------------------------------------------------------------------------------- 5.7 Voice and Tone -------------------------------------------------------------------------------- DARAL7-layer voice is direct, warm, confident, and never apologetic about product quality. It carries the editorial register of the parent brand into consumer copy, but it is more sensory and more concrete. It describes taste, finish, and use. It explains the seven gates in plain language. Voice attribute Yes No ---------------------- ------------------------- ---------------------- Register Editorial-sensory Marketing-promotional Posture Confident-warm Apologetic or hedged Sensory language Specific (peppery, Generic (delicious, grassy, almond finish) amazing, wonderful) Technical claims Calibrated and verified Health-coded Comparison To dish or use To other brands Health claims None Any Sub-regional origin Morocco only Atlas, Marrakech-Safi, coordinates A customer review describing the oil as "too bitter" or "too peppery" is describing authentic high-polyphenol EVOO correctly. DARAL7 copy and review responses (per DARX-SOP-AMAZON-RETURNS) never apologize for peppery finish. The pepper IS the polyphenols. Defending it is the brand position. -------------------------------------------------------------------------------- 5.8 Forbidden Positioning Claims (Product Layer) -------------------------------------------------------------------------------- The following claims are prohibited in all DARAL7 surfaces under any circumstance. Violation triggers immediate removal and revision regardless of the surface or the speaker. (a) Health and disease claims. No statement that DARAL7 prevents, mitigates, treats, or cures any disease or condition. No "heart- healthy," "anti-inflammatory," "longevity," "Mediterranean diet benefit," or comparable formulation. FDA structure-function claims are not used. (b) Sub-regional geographic origin. Morocco only. No reference to Atlas Mountains, Marrakech-Safi, Beni Mellal-Khenifra, any specific province, any mountain range, any estate name, or any GPS coordinates until a specific estate is contracted and verified and the claim is approved by counsel. (c) Comparative competitor references. No "better than [brand]," no "unlike [category]," no implicit competitor naming. (d) Superlative claims without substantiation. No "#1," "best," "world-class," "award-winning" (unless the award is named, dated, and verifiable). Amazon's listing policies prohibit these regardless of accuracy. (e) Process claims that are not verifiable. No "stone-pressed" (if mechanical), no "ancient method" (without lot-level evidence), no "hand-harvested" (unless the lot is in fact hand-harvested and documented). (f) Health-coded image language. No medical imagery, no clinical contexts, no white coats, no laboratory styling on consumer surfaces. The seven gates are operational facts, not medical claims. (g) Reduced-calorie or low-fat framing. EVOO is calorie-dense by composition. No copy that obscures this. No framing as a "guilt-free" or "lighter" alternative. ================================================================================ 6. MESSAGING HIERARCHY ================================================================================ -------------------------------------------------------------------------------- 6.1 Three-Tier Hierarchy -------------------------------------------------------------------------------- All copy at both layers operates within a three-tier hierarchy. Every piece of copy must declare which tier it occupies before writing begins. Mixing tiers within a single surface produces incoherent positioning and is not permitted. Tier Function Surfaces (typical) --------- ------------------------------ ---------------------------------- Tier 1 Positioning declaration. Headline, masthead, tagline One sentence. Asserts the slot, hero copy, A+ Content position. No proof, no detail. Module 1 headline. --------- ------------------------------ ---------------------------------- Tier 2 Substantiation. Two to four Subhead, lead paragraph, A+ sentences. Names the proof Content body, bullet copy, (seven gates, agregateur, Brand Story section bodies. two-gate QC, MAFTA, etc.). Connects claim to operating fact. --------- ------------------------------ ---------------------------------- Tier 3 Operating detail. Specific. Verification page at Numbers, names, processes, daral7.com/verify, technical thresholds (consumer surface FAQ, founder posts, press forms), citations, expanded interviews, investor pitch narrative. deck, B2B specification sheets. The hierarchy applies to both Daralbeida and DARAL7 layers. The choice of layer determines what occupies each tier; the choice of tier determines how much is said. Example mapping — DARAL7, Amazon A+ Content Module 1: Tier 1 (headline): "The one ingredient without which none of it exists." [DARAL7 claim tagline.] Tier 2 (body): Seven gates between grove and table. Six in Morocco. One on arrival in California. Every lot. No exceptions. Tier 3 (callout): Lot number on every bottle. Verify the seven gates at daral7.com/verify. Example mapping — Daralbeida, investor pitch deck slide 1: Tier 1 (headline): [Selected positioning statement from Section 4.2 — to be filled upon adoption.] Tier 2 (body): Three-entity structure. Aggregator under Moroccan Law 04-12. MAFTA zero-duty channel since 2023. FSVP program owner. FDA-registered facility. Tier 3 (appendix): Full legal structure deck, unit economics, cohort projections, supply chain documentation. -------------------------------------------------------------------------------- 6.2 Mapping Hierarchy to Surface -------------------------------------------------------------------------------- Surface Default Tier Sequence -------------------------------- -------------------------------------- Amazon listing title Tier 2 keyword-bearing; tagline prohibited in title per Amazon policy Amazon listing bullets Tier 2, five bullets Amazon A+ Content Tier 1 + Tier 2, module by module Amazon Brand Store home Tier 1 hero, Tier 2 supporting Bottle front label Wordmark + Tier 1 (claim or shorthand only — bottle is a constrained surface) Bottle back label Tier 2 + selected Tier 3 (lot number, verification URL) Carton / packaging Tier 1 + Tier 2 on visible faces daral7.com home Tier 1 hero, Tier 2 first scroll, Tier 3 deeper pages daral7.com/verify Tier 3 — full disclosure daralbeida.com home Tier 1 (parent positioning when adopted), Tier 2 platform narrative Investor deck Tier 1 → Tier 2 → Tier 3 by slide group B2B specification sheet Tier 2 + Tier 3 dominant Social bio Shorthand only (Tier 1 compact) Social post copy Tier 1 or Tier 2 depending on post Press release headline Tier 1 Press release body Tier 2 + Tier 3 ================================================================================ 7. SURFACE-BY-SURFACE USAGE RULES ================================================================================ The following table is the operating reference for which tagline appears on which surface. The right column is the controlling instruction. Surfaces not listed default to layer convention: consumer-facing surfaces carry DARAL7; corporate-facing surfaces carry Daralbeida. -------------------------------------------------------------------------------- 7.1 Amazon Listings (DARAL7) -------------------------------------------------------------------------------- Title: Wordmark DARAL7 leads. Tagline not permitted in title per Amazon policy. Refer to DAB-AMZ-LISTING-001 for title structure. Bullets: Tier 2 substantiation. Claim tagline may appear once in bullet 1 if it fits the structure. Proof tagline appears in bullet 2 or bullet 3 where the seven gates are introduced. Description: Tier 2 prose. Claim tagline opens. Proof tagline closes. A+ Content: Per the module specification in DAB-AMZ-LISTING-001 Section 9. Module 1 headline = claim tagline. Module 2 headline = proof tagline. Modules 3–5 Tier 2 + Tier 3. Brand Store: Hero carries claim. Quality page carries proof and the seven gates. -------------------------------------------------------------------------------- 7.2 Amazon Brand Store (DARAL7) -------------------------------------------------------------------------------- Home banner: DARAL7 wordmark + claim tagline. Our Story: Tier 2 narrative. May reference Daralbeida as the parent platform once. Our Oils: Tier 2 product descriptions. No tagline repetition. Quality: Proof tagline as section opener. Seven gates listed by name (Section 5.4 surface form). No thresholds. -------------------------------------------------------------------------------- 7.3 Bottle, Label, and Packaging (DARAL7) -------------------------------------------------------------------------------- Front label: DARAL7 wordmark dominant. Shorthand "Through seven gates." or claim "The one ingredient without which none of it exists." may appear as the front label tagline slot. Selection determined by label layout (controlled by design team). Back label: The seven gates listed by name (Section 5.4 form). Lot number. Harvest year. Verification URL (daral7.com/verify). FDA-mandated importer disclosure ("Imported and distributed by Daralbeida Brands LLC, [California address]") — this is the only Daralbeida-name appearance on a consumer surface. Carton: DARAL7 wordmark + claim tagline + lot number. Outer shipping: Functional only. No taglines. -------------------------------------------------------------------------------- 7.4 Consumer Domain — daral7.com (DARAL7) -------------------------------------------------------------------------------- Home hero: Claim tagline + DARAL7 wordmark. First scroll: Proof tagline + introduction of the seven gates. Product pages: Tier 2 prose, harvest data, sensory notes, lot information. Verify page: daral7.com/verify — Tier 3 disclosure of the seven gates by name, the source COA, the destination COA (Eurofins CAL), lot-level verification. Story page: May reference Daralbeida as the parent platform. Single mention. -------------------------------------------------------------------------------- 7.5 Corporate Domain — daralbeida.com (Daralbeida) -------------------------------------------------------------------------------- Home hero: Daralbeida(TM) wordmark + Daralbeida tagline. Parent positioning statement when adopted under Section 4.2. About: Tier 2 platform narrative. Three-entity structure. Founder context (function only, never name per PYB rule). Our products: Card-grid showing DARAL7 (and future products as they launch). Each card links to its own consumer domain. Press: Tier 2 press kit, founder press contact. 404: Currently uses Daralbeida tagline ("Purveyors of Moroccan Flavors" / "Maison des Saveurs Marocaines"). Compliant. -------------------------------------------------------------------------------- 7.6 Investor Materials and Pitch Deck (Daralbeida) -------------------------------------------------------------------------------- Cover slide: Daralbeida(TM) wordmark + Daralbeida tagline. Selected positioning statement once adopted. Mission slide: Approved mission language from DAB-KB-PLATFORM-VISION-001 Section 8. Product slide(s): DARAL7 introduced as first commercial expression of the Daralbeida platform. Claim and proof taglines appear here. Forward slide(s): Platform expansion narrative. Tier 2 and Tier 3. Closing slide: Daralbeida tagline only. No DARAL7 mark. -------------------------------------------------------------------------------- 7.7 B2B and Trade Outreach (Daralbeida) -------------------------------------------------------------------------------- Cover email: Daralbeida-layer voice. Parent tagline in signature block. DARAL7 referenced as the product offered. Spec sheet: Tier 2 + Tier 3. DARAL7 product specifications. Daralbeida (Daralbeida Brands LLC) as the seller of record, FSVP party, FDA-registered facility. MAFTA zero-duty disclosure where relevant. Sample kit: DARAL7-branded bottle + Daralbeida-branded outer sleeve or insert. Both marks visible. -------------------------------------------------------------------------------- 7.8 Social Channels -------------------------------------------------------------------------------- DARAL7 channels: Instagram, TikTok, Pinterest. Bio: DARAL7 wordmark + shorthand "Through seven gates." Link to daral7.com. Posts use claim or proof tagline. Parent Daralbeida tagline does not appear. Daralbeida LinkedIn (corporate), occasional X for press. channels: Bio: Daralbeida(TM) + parent tagline. Link to daralbeida.com. Posts at corporate-platform register. May announce DARAL7 product news. The two channel sets are separate. DARAL7 posts do not link to daralbeida.com except in the "Story" or "About" reference context. The parent brand and the product brand operate adjacent presences, not shared ones. -------------------------------------------------------------------------------- 7.9 Press, Editorial, and Earned Media -------------------------------------------------------------------------------- Consumer press (food media, recipe sites, lifestyle outlets): DARAL7 is the subject of coverage. The founder may be quoted under the function "founder" with no personal name (per PYB rule). Daralbeida may be mentioned once as the parent company. Business press (trade publications, investor press, business journals): Daralbeida is the subject of coverage. DARAL7 is named as the first commercial product. Both taglines may be used contextually. Trade press (food industry, specialty grocery, olive oil category): Either may be the subject depending on the story angle (supply chain and aggregator narrative = Daralbeida; product, taste, quality = DARAL7). Both layers may co-appear. ================================================================================ 8. WORDMARK AND TRADEMARK DISCIPLINE ================================================================================ -------------------------------------------------------------------------------- 8.1 Spelling and Punctuation -------------------------------------------------------------------------------- Daralbeida — always one word, no spaces, no hyphens. Never "Dar al Beida," "Dar Al Beida," "Dar-al-Beida," or any variant. Trademark symbol on first or featured use. DARAL7 — always all caps, never spaces, never hyphens, the numeral is integral. Never DAR7, DARALSEVEN, DARAL VII, DARAL-7, or any variant. Trademark symbol on first or featured use. Pronunciation guide (consumer-facing where needed): Daralbeida — dar-al-BEY-dah (stress on the third syllable). DARAL7 — dah-RAL-seven (stress on the second syllable, numeral pronounced as the word "seven" in all languages). -------------------------------------------------------------------------------- 8.2 Color and Visual Treatment -------------------------------------------------------------------------------- Both wordmarks are always rendered in a single color. The trademark symbol is rendered in the same color as the wordmark — never styled differently in size, weight, or hue. Permitted single colors (per Daralbeida visual identity tokens): Deep Blue (#1A4D6D), Ivory (#F6F1E7), Atlas Gold (#B8832A), Charcoal (#28333A). On photographic backgrounds, Ivory or Atlas Gold over deep imagery; Deep Blue or Charcoal over light imagery. No gradients. No drop shadows beyond minimum legibility lift. No outlines except where contrast against background requires it. No animations on the wordmark itself. -------------------------------------------------------------------------------- 8.3 Co-Appearance Rules -------------------------------------------------------------------------------- When both wordmarks appear on the same surface, the rule is contextual, not hierarchical: (a) Consumer surface (bottle, label, Amazon, daral7.com): DARAL7 dominant; Daralbeida appears only in the FDA importer disclosure or a single Story-page reference. No co-equal treatment. (b) Corporate surface (daralbeida.com, investor deck, B2B): Daralbeida dominant; DARAL7 appears as the named product. Product card or product slide treatment, not parent-equal. (c) Trade press and editorial: Co-equal where the story angle addresses both. The parent precedes the product in copy ("Daralbeida's DARAL7 olive oil..."). (d) Founder communications (LinkedIn, podcasts, interviews): Daralbeida named first as the company; DARAL7 introduced as the product. The wordmarks are never combined into a lockup. "Daralbeida DARAL7" appears in copy where context requires; it is never typeset as a single composite mark. ================================================================================ 9. PROHIBITED POSITIONING CLAIMS (BOTH LAYERS) ================================================================================ The following positioning claims are prohibited at both the Daralbeida and DARAL7 layers, regardless of surface, audience, or speaker. This list is in addition to the product-layer prohibitions in Section 5.8. (a) Single-estate, single-grove, single-mill, or single-producer claims at the parent layer. Daralbeida operates an aggregator model under Law 04-12 with multiple contracted producers. The single-estate frame is reserved for future Phase 4 vertical integration (per DAB-KB-PLATFORM-VISION-001) and may not be claimed at present. (b) Sub-national geographic specificity. Hard rule. Morocco only, across both layers, until a specific estate or specific cooperative is contracted, verified, and approved by counsel. (c) "Family business," "family farm," "ancestral land," or similar familial-heritage framing not substantiated by the operating structure. Daralbeida operates through three legal entities, a founder, and contracted producers. Personal family heritage may be referenced as founder context but does not become a brand claim. (d) Claims of certification not held. No "organic," "biodynamic," "regenerative," "carbon-neutral," "B-Corp," or similar claim until and unless the corresponding certification is in fact held and verifiable. Aspirational claims are not permitted. (e) Quoted endorsements without written permission. No celebrity quotes, no chef quotes, no critic quotes used without explicit written authorization on file. (f) Statements of investor involvement, partner involvement, or retailer placement that are not closed. No "available at" claims until inventory is in fact on shelf. No "backed by" claims until capital is in fact deployed. (g) Statements about competitors by name. No comparative claims naming Brightland, Graza, Citizens of Soil, or any other identifiable competitor. Frame-of-reference language may describe the category; it may not name a competitor. (h) Personal names of the founder, counsel, or advisors. Function only, per the founder operating rule. ================================================================================ 10. APPROVAL AND REVISION PROTOCOL ================================================================================ -------------------------------------------------------------------------------- 10.1 Approval Authority -------------------------------------------------------------------------------- PYB approves all tagline changes, all positioning statement changes, all surface-by-surface usage rule changes, and any addition to or removal from the prohibited claims lists in Sections 5.8 and 9. No external party, contractor, or AI system has approval authority over the contents of this document. -------------------------------------------------------------------------------- 10.2 Revision Triggers -------------------------------------------------------------------------------- A revision is required upon any of the following: (a) Selection of the parent positioning statement under Section 4.2 (triggers v1.1). (b) Adoption of any new product brand under the Daralbeida platform (triggers new section under 5 and revised architecture in Section 2). (c) Modification of the DARAL7 tagline pair (claim or proof) or the shorthand. (Requires written PYB approval per DAB-KB-PLATFORM-VISION-001 COMPLIANCE clause 3.) (d) Modification of the seven-gates list (any addition, removal, or threshold change to the seven tests). (Same COMPLIANCE clause.) (e) Adoption of any sub-regional origin language. (Requires counsel approval and a verified contracted estate.) (f) Change to the brand architecture (Section 2). (Triggers revision of multiple downstream documents.) -------------------------------------------------------------------------------- 10.3 Pre-Publication Checklist -------------------------------------------------------------------------------- Before any external surface using brand language is published, the following are confirmed: (1) The surface uses the correct tagline for its layer (per Section 7). (2) The surface uses the correct tier (per Section 6). (3) The surface contains no prohibited claim (per Sections 5.8 and 9). (4) The wordmark spelling and color treatment comply with Section 8. (5) No personal names appear (per the founder rule). (6) For DARAL7 surfaces, no sub-regional origin claim appears. (7) For Daralbeida investor or B2B surfaces, no single-estate or family-farm claim appears. (8) For Amazon surfaces, the additional listing prohibitions in DAB-AMZ-LISTING-001 Section 11 are observed. ================================================================================ 11. ACRONYMS ================================================================================ A+ A+ Content (Enhanced Brand Content on Amazon) ASIN Amazon Standard Identification Number B2B Business-to-Business CDR CDR Foodlab (manufacturer of the OxiTester Junior field analyzer) COA Certificate of Analysis CTR Click-Through Rate CUTSA California Uniform Trade Secrets Act DAB Daralbeida document prefix DARX Daralbeida document prefix (interchangeable with DAB) DEPT Department DTC Direct-to-Consumer DTSA Defend Trade Secrets Act EVOO Extra Virgin Olive Oil FBA Fulfilled by Amazon FDA US Food and Drug Administration FFA Free Fatty Acid FSVP Foreign Supplier Verification Program HHI Household Income HPLC High-Performance Liquid Chromatography IOC International Olive Council MAFTA US-Morocco Free Trade Agreement MKTG Marketing & Brand (department code) MSA Modern Standard Arabic ONSSA Office National de Securite Sanitaire des Produits Alimentaires (Morocco) PYB Founder (initials used internally per founder rule on personal names) SKU Stock Keeping Unit TM Trademark USPTO United States Patent and Trademark Office ================================================================================ 12. GLOSSARY ================================================================================ Brand architecture The two-layer structure under which Daralbeida operates. Layer one is the company / platform layer carrying the name Daralbeida. Layer two is the consumer wordmark layer carrying the name DARAL7. The two layers are protected separately, used separately, and are never substituted for one another. Defined in Section 2 of this document and in DAB-KB-PLATFORM-VISION-001 Section 8.6. Claim tagline The single-sentence assertion at the consumer-product (DARAL7) layer. Current claim: "The one ingredient without which none of it exists." Defined in Section 5.1. DARAL7 The consumer-facing brand wordmark used by Daralbeida on the bottle and on every consumer-facing surface for the extra virgin olive oil product. Literally "the house of seven." Pronounced dah-RAL-seven. Distinct from Daralbeida, which is the name of the company and the platform. Defined in Section 2 and in DAB-KB-PLATFORM-VISION-001 Section 8.4. Daralbeida The company name. The platform name. The name of the three legal entities (Daralbeida Holdings LLC, Daralbeida Brands LLC, Daralbeida Maroc SARL). The USPTO-filed mark in Classes 29 and 35. Carries the trademark symbol Daralbeida(TM) on first or featured use. Defined in Section 2. Forbidden positioning claim A claim that may not appear on any surface under any circumstance. Two lists exist: product-layer (Section 5.8) and both-layer (Section 9). Frame of reference The competitive or contextual category within which a brand is positioned. Daralbeida sits in the single-country food platform frame (Section 4.3). DARAL7 sits in the premium American single-source EVOO frame (Section 5.5). Messaging hierarchy The three-tier system that governs how much of the positioning is said on a given surface. Tier 1 declares, Tier 2 substantiates, Tier 3 details. Defined in Section 6. Parent tagline The descriptor sentence at the company / platform layer. Current parent tagline: "Purveyors of Moroccan Flavors." Defined in Section 4.1. Positioning statement The longer-form articulation of brand position, typically 35–55 words, that sits above the tagline in the hierarchy. The Daralbeida parent positioning statement is PENDING under Section 4.2; candidates are presented for selection. The DARAL7 positioning is operationalized through its claim-plus-proof tagline pair rather than a separate statement. Proof tagline The declarative sentence at the consumer-product (DARAL7) layer that substantiates the claim. Current proof: "Seven gates between grove and table." Defined in Section 5.2. Seven gates The consumer-facing label for the seven tests every DARAL7 lot must pass before bottling. Six gates are performed in Morocco; the seventh — destination verification — is performed on landed inventory in California. The tests by name and threshold are specified in DAB-KB-PLATFORM-VISION- 001 Section 8.5. The threshold values are trade secret under DAB-TS-2026-01 and do not appear on consumer surfaces; the surface form is name-only, per Section 5.4. Shorthand The compact form of the DARAL7 proof tagline. Current shorthand: "Through seven gates." Used in constrained surfaces such as social bios and packaging tertiary lines. Defined in Section 5.3. Surface Any medium on which brand language appears. Includes the bottle, label, packaging, Amazon listing, Brand Store, both domains, investor materials, B2B materials, social channels, and press. The surface determines which tagline appears and which tier is used. Operating reference in Section 7. Tier 1 / Tier 2 / Tier 3 The three levels of the messaging hierarchy. Tier 1 declares the position in one sentence. Tier 2 substantiates with two to four sentences. Tier 3 details with operating specifics including numbers, names, and processes. Defined in Section 6.1. Wordmark The typeset rendering of a brand name. Both Daralbeida and DARAL7 are wordmarks; neither is a logo with a graphic element. Each is rendered in a single color with the trademark symbol matching the wordmark in styling. Defined in Section 8. -------------------------------------------------------------------------------- DOCUMENT CONTROL (FOOTER) -------------------------------------------------------------------------------- Document ID : DAB-MKTG-POS-001 Version : 1.0 Status : DRAFT Style : BPGP Department : MKTG Last Modified : 2026-05-13 Review Cycle : Upon selection of the parent positioning statement under Section 4.2 (triggers v1.1); upon any tagline change at either layer; upon adoption of a new product brand under the Daralbeida platform; upon any change to the seven- gates list or wordmark spelling; quarterly review otherwise. Retention : Duration of Daralbeida operations. Owner : PYB / Daralbeida Distribution : Internal only. May be referenced in PPC contractor, designer, and copywriter briefs in extracted form. The full document is not shared with external parties. COMPLIANCE : (1) No external surface may use the parent positioning statement under v1.0 DRAFT status. Section 4.2 candidates are for internal selection only and may not be published. (2) No surface may use any sub-regional origin claim until a specific contracted and verified estate is on file and approved by counsel. Morocco is the only permitted origin claim. (3) No tagline at either layer may be modified without written PYB approval and a corresponding revision history entry. (4) No personal names appear on any surface. Functions only — "PYB" or "the founder" — per the founder rule. (5) The wordmark spellings Daralbeida and DARAL7 are immutable. No abbreviations, no spelled-out forms, no Roman numerals. -------------------------------------------------------------------------------- Revision History: -------------------------------------------------------------------------------- Ver Date Author Summary of Changes -------------------------------------------------------------------------------- 1.0 2026-05-13 PYB Initial issue. Codifies tagline architecture established in DAB-MKTG-SPEC-001 (2026-05-12). Section 4.2 parent positioning statement remains PENDING with three candidates presented for selection. All other sections operational under DRAFT status. -------------------------------------------------------------------------------- -------------------------------------------------------------------------------- END OF DOCUMENT — DAB-MKTG-POS-001 --------------------------------------------------------------------------------