Where we are
—
Blocked on you
—
In progress
—
Done
—
Not started
Waiting on you
Nothing below moves until you do it
Next, in order
Ranked by risk removed per dollar and per day, not by target week
Changed recently
The shelves
Every file, in the folders you already use
Tap a shelf to open it.
Links open once the Drive mirror exists.
The mark
The view into your cup: rim, letters, drop
The rim is a cup seen from above, never an orbit.
The drop always sits at the period position of the F. Letters may vanish; the drop never moves.
Blue lives only in the mark. Flavour never enters the logo, and the logo never enters the flavour.
The app icon is the medallion minus the letters — which is the mark at the top of this screen, drawn to the locked geometry.
- Drop centre
- +0.362r, +0.420r from centre
- Drop radius
- 0.159r
- Never
- Repeat the word SOFT when the mark is present
Permitted colorways
Four. All derived from the locked medallion with exact letterforms and dot — nothing else is approved.
Primary
All-ink
Reversed
All-blue
All-ink is for single-colour print. Reversed is for blue fields.
Palette
#0433FF
Blue
#111111
Ink
#FAF9F6
Paper
#DDDAD2
Hairline
#8A867E
Mute
Blue is not a UI accent. It belongs to the mark, and to the period that ends a line
Type
The mark carries all the personality.
Everything around it stays quiet
Helvetica family. Caps with wide tracking for labels. The brand speaks in short
declaratives ending in periods. No exclamation points, ever.
Corrected 24 August
The tracker recorded a law reading “monospace for body, captions and all
chrome”. No such law exists. Law 06 and the specimen register both say Helvetica.
The mono in the one-pager is that document’s own annotation style, not a brand rule.
This app was rebuilt in Helvetica once that was found.
The vessel
- Fill
- 48 ml · 1.62 fl oz
- Dose
- 1.8 ml into 24 oz of cold water
- Bottle
- Matte frosted translucent, squeezable, precision nozzle
- Sweetener
- Monk fruit primary, minority allulose. No sucralose
- Colour
- No synthetic dyes. The drink shows itself
- Line
- Flavor drops for water
The vessel stays neutral frost. Flavour speaks through the cap gradient and the liquid’s own glow.
Gradients belong to the cap and the liquid. Graphics and type stay flat.
Cap gradients · launch set
Each cap fades from the first note into the second. Locked 16 August.
Strawberry
Lemonade
Cherry cola
Retired — do not use
The old flavour set
Strawberry Lemon, Watermelon Lime, Mango Pineapple were replaced on 16 August.
The brand one-pager v5 still shows them, because it predates the change — the lockups below
are the artwork that is now retired. Three deck slides and one asset still carry the old vessel
and are queued for re-render on tracker row 48.
The naming engine
Found phrases only. The engine never invents a word.
Fallback marks held: TALL, STILL. Full detail in the name clearance memo.
Portfolio scope
SOFT never sells the liquid. SOFT sells what goes into it
The rule that decides every extension.
- Includes
- Anything added to a vessel someone already carries: flavour drops, sweetener drops, powders, extracts, syrups
- Excludes
- Ready-to-drink in any format. Hardware, bottles, cartridges, any device the product depends on
- Never in core
- No electrolytes, vitamins, caffeine claims, hangover claims, adaptogens or supplement panel. It is a food
- Format law
- Milligrams can live in a drop. Grams need a stick
SOFT DRINK stays claim-free forever. A functional line sits beside the core; it never amends it.
The raise
One SAFE, three tranches, a cap that steps at each one
24.25% total dilution on $2.625M — less than the flat $10M version cost.
The gap the tranche closes
Everything that must happen before the January close.
Two numbers to quote
$1.06M
Peak cash need, month 8
24.25%
Total dilution
Peak need comes from the monthly model, which pays for inventory in the month it is produced. Quote that, not the annual line.
Flavour houses
Four out, all asking the same question
Whether a locked-spec three-SKU concentrate moves faster than a ground-up beverage. That answer decides the pilot date.