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      "content": "---\nbcp_version: \"0.4\"\nfile_type: boundaries\nparent: /.well-known/brand.md\nlast_updated: 2025-07-08\n---\n\n# Boundaries\n\nThese boundaries are the primary reference for brand-safety agents, vendor platforms, and any partner generating content on behalf of MURI.\n\n## Hard nos\n\nThese are absolute. No exceptions, no contextual allowances.\n\n```yaml\nhard_no:\n  - item: \"Do not frame MURI as a de-alcoholised version of an existing alcoholic product.\"\n    tier: core\n  - item: \"Do not frame MURI as a wine or beer substitute.\"\n    tier: core\n  - item: \"Do not celebrate the sober movement or frame sobriety as the reason to drink MURI.\"\n    tier: core\n  - item: \"Do not call MURI kombucha.\"\n    tier: core\n  - item: \"Do not describe MURI as disruptive or punk.\"\n    tier: core\n```\n\n## Soft nos\n\nThese are judgment calls. Context determines appropriateness.\n\n```yaml\nsoft_no:\n  - item: \"Hype and fluff in copy.\"\n    tier: default\n    condition: \"Tone is premium through restraint. Avoid hype, but the voice is never dull.\"\n```\n\n## Brand safety\n\n```yaml\nbrand_safety:\n  adjacency_unsuitable:\n    - gap\n  adjacency_acceptable:\n    - gap\n  adjacency_contextual:\n    gap:\n      rule: \"Not yet specified.\"\n```\n",
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