Visual Scrapbook · 6 axes
Forty-plus visual references mapped across six axes — own palette, clinical-warm benchmarks, Chinese 養生 culture, diabetic-meal packaging, nutritionist talking-head conventions, and editorial-data hybrids. Where Notion meets a TCM clinic meets a Mintlify docs page.
Indigo #252F6E as authority. Ivory #FFF8EE as calm. The two carry the brand alone — no third primary needed. Typography assumes a CN-native voice (Noto Sans SC / PingFang) and a serif-display moment (Fraunces / Source Han Serif) reserved for pulled quotes and stat-card numerals.
Indigo — authority. Used for headers, accents, stat-card backgrounds.
Ivory — the calm hospital corridor / Mintlify page. Default background.
Warmer ivory — secondary surfaces, table-stripe, card-deeper.
Indigo lifted — CN-language cards, secondary links, hover.
A serif for the moment.
Geist for body — clinical-clean, neutral, modernist.
Mono for labels, numerals, structure.
食疗即生活。
Sans for body — Malaysian-Mandarin readable, no mainland-formal stiffness.
Serif reserved for pulled quotes + heritage moments.
The three brands the Rasaya design language steals from. None of them are food. All of them sell credibility through restraint. Generous whitespace, big-typography moments, no decorative flourish. The eye reads it as "this brand is sure of itself." That's the register the metabolic-meal buyer needs from a food they're going to trust with their parent's blood sugar.
What we steal: generous serif moments interspersed with mono structure. Big-typography hero. Pulled quote as visual element.
Why it works for Rasaya: caretaker scanning ad needs the answer in two lines. Notion's hero pattern delivers that.
"Write, plan,
share."
What we steal: the table-as-design idea. Dense data tables become beautiful when they're framed correctly. Stat cards, comparison rows, KPI numerals.
Why it works for Rasaya: PAS04 stat-card register lives or dies on table elegance. Sanity proves the move.
| Field | Value |
|---|---|
| HbA1c | 8.2 → 6.1 |
| Δ weeks | 12 |
What we steal: sectional info-architecture. Numbered subsections (§1 §2 §3) make a long page feel walkable. Sidebars + nav-pills.
Why it works for Rasaya: the 20-meal plan is a programme. Programmes need walkable structure, not flat-prose.
§1 · DAY-1 · §2 · WEEK-1 · §3 · MONTH-1
All three are content-first. The food doesn't appear until §5 of their hero page. Rasaya can borrow this confidence: lead with the data + the cultural register; let the food appear in mid-page.
The Chinese-Malaysian audience has 40 years of visual conditioning around 養生 — the dark-wood TCM clinic, the herb apothecary drawer, the calligraphic plaque, the brass-stem scales. Rasaya doesn't replicate this; it nods to it. The Indigo+Ivory palette can co-exist with subtle 養生 references in stock photography choices and 中医 symbolism without going full chinoiserie.
Reference imagery: dark walnut + warm-cream walls, brass scales (戥), wood drawer cabinets (藥櫃), calligraphic shop sign (匾), traditional medicine jars.
Visual implication: warm wood tones can appear as photographic background ELEMENT (not Rasaya's primary palette). Communicates 100-year trust signal without forcing the brand into a heritage cosplay.
Reference imagery: open drawers of 枸杞 / 山藥 / 黨參 / 茯苓, brown paper apothecary packets, brass spoons.
Visual implication: Rasaya's ingredients story can echo this — the meal-tray contents arranged with the same care as the apothecary drawer. Composition lesson, not aesthetic clone.
Reference: Eu Yan Sang shop frontage, 同仁堂, 余仁生 logo. Hand-brushed kaishu / running-script, gold-foil on dark lacquer.
Visual implication: NOT replicated in Rasaya logo. But a single calligraphic moment per landing-page can stamp cultural trust. One brushstroke, one Chinese character (e.g., 食 or 養), placed as a watermark behind the price card.
DESIGN RULE — 養生 BORROWING
USE these elements as STOCK-PHOTO subjects:
· Warm-wood TCM interiors as background blur for nutritionist talking-head
· Open hand holding herbs / grains as B-roll insert (1-2s, 3/4 angle)
· Calligraphic stamp / seal as single visual punctuation per page
DO NOT replicate as PRIMARY palette / logo / system:
· No dark-walnut as Rasaya primary background
· No gold-on-red as Rasaya accent
· No chinoiserie patterns (peony, dragon) — wrong register
· No mainland-formal seal-style fonts — wrong vernacular
The visual codes of "this food is safe for a person with a condition." Compartment trays. Nutrition stat-cards on the lid. Calorie / GI / sodium / protein flagged as data. Clinical-but-warm.
Plastic / fiber compartment tray (3-4 sections), printed lid with macro table (calories / carbs / protein / fiber / sodium), dietitian-name watermark, doctor-approval seal.
Lesson: the lid IS the credibility surface. Rasaya's lid is the second-strongest creative slot after the nutritionist talking head.
Pastel solid colour backgrounds (sage, peach, ochre), single bold-typography ingredient name, recipe steps printed on tray sleeve.
Lesson: frozen ≠ ugly. The frozen-meal aesthetic CAN be premium. Indigo+Ivory packaging can outperform Yolo's foil-bag look.
深棕牛皮紙盒 + 中醫師簽名標籤 + 食療配方標示 + 服食日期/時段标识。
Lesson: kraft paper + signature label is the 食療 cultural shorthand. Rasaya can add a "nutritionist signature" stamp on each meal label as a small detail.
Pale beige tray, segmented compartments, small portion sizes, name + date + dietary-restriction printed label.
Lesson: hospital tray aesthetic, lifted out of the hospital. The implicit promise: "This is what a dietitian would feed your parent."
The format the brand has already validated (5 PAS briefs Grade A). What does the picture look like?
Smart-warm professional. Mid-length hair, minimal jewelry. Wears cream-blouse + indigo-blazer (matches brand palette). Glasses optional. Generic role label "Rasaya 营养师" — not personally named.
Body language: leaning slightly forward, hands gesture when explaining stat-cards, eye contact framed slightly off-camera (mimics interview register).
Composition: chest-up framing. Background blur (f/2.8). Out-of-focus warm-wood shelf OR ivory wall + single 養生 watercolor.
Lighting: north-window daylight key, gentle bounce-fill. NO harsh fluorescent. NO hospital-blue.
Camera angle: eye-level, NEVER below (no chin-up superiority).
Five overlay slots per 60s reel: opening hook stat → problem stat → agitation stat → solution stat → CTA stat.
Format: indigo box, ivory text, mono numerals, serif sub-label.
Motion: subtle slide-up (200ms), no bounce, no neon glow. Authority-grade.
REFERENCE LIST — NUTRITIONIST TALKING-HEAD CANON Tony Boutagy (US fitness scientist style — but warmer) Dr Mark Hyman (functional medicine — too clinical, dial back) Dr Layne Norton (data-anchored YT — too gym-bro, soften) Rachael DeVaux RD (warm + data — closest reference for Persona D) Mary's Nutrition (CN-Malaysian YouTuber) — closest in cultural register Lily Nichols RDN (clinical-warm pregnancy nutrition) — pattern peer 食疗医师 林海峰 (TW 食疗 KOL) — heritage register for Persona A/B/C
The proven Rasaya register: "Uncle Chen, 58. HbA1c 8.2 → 6.1 in 12 weeks. Without giving up rice." That ONE sentence with the right typographic treatment is half the ad. Visual axis 6 is the editorial-data hybrid — the typography that lets a number breathe and tell a 12-week story.
Note: these stat-cards are illustrative formats, not claims. Real-world stats must come from documented customer stories + permission. The format is what we're prototyping here.
The Economist Espresso — single-number headlines + 30-word context.
FT Charts — number-as-hero, source-and-context as quiet caption.
Stripe Press / Stripe.com — Fraunces serif + mono numerals; restrained data-vis.
Linear.app changelog — concise spec format, mono labels, big serif moments.
Pitch.com / Cron deck — slide-as-stat-card composition.
A bank of 42 visual references has been categorised across the six axes. Image-file collection deferred to Phase 2 (when production teams need ready-to-fire reference images). Below is the catalogue index. Asset files staged in images/02-scrapbook/ on production fetch.
| Axis | Ref count | Source surfaces | Use case |
|---|---|---|---|
| Own palette / typography | 7 | Internal brand calibration · Fraunces / Geist / Noto SC specimens | Generation guardrails |
| Clinical-warm benchmark | 8 | Notion.so · Sanity.io · Mintlify · Stripe.com · Linear.app | Landing-page / hero pattern |
| Chinese 養生 / 食疗 culture | 9 | Eu Yan Sang 余仁生 · 同仁堂 · 盈悦坊 HK · 食療便當 TW | Cultural-register stock photography |
| Diabetic-meal packaging | 6 | Metabolic Meals · Daily Harvest · 盈悦坊 · JP hospital trays · KR meal-prep | Tray + lid design |
| Nutritionist talking-head video | 7 | Rachael DeVaux RD · Lily Nichols RDN · Mary's Nutrition (MY) · 林海峰 (TW) · Dr Hyman | Canonical Rasaya video format |
| Editorial-data hybrid | 5 | The Economist · FT · Stripe Press · Pitch · Cron decks | Stat-card layout language |
Total: 42 references across 6 axes. Phase 2 production team can fetch and stage actual JPGs into images/02-scrapbook/ as the brief calls for them. Catalogue intent and use-case is fully specified here.
1. Hospital-blue corporate fluorescent — too cold; trust falls.
2. Pity-framing photography — old-person-on-hospital-bed; insults the buyer.
3. Mainland-formal red-gold — wrong Mandarin register; reads as foreign.
4. Fitness-aspirational gym shots — Yolo's slot, not ours.
5. Influencer-selfie UGC — wrong register; brand-canonical nutritionist character REQUIRED.
6. Cute character mascot / cartoon vegetable — patronizing for the age cohort.
7. Pinterest-cottage tablescape with hand-lettered chalkboard — wrong vernacular.
8. Chinoiserie heritage cosplay (peonies, dragons) — over-correction into pastiche.
PAS01-03 (Clinical-warm) → Axis 3 + 5
Nutritionist talking head + 養生 culture backdrop.
PAS04 (Data-anchor) → Axis 6 + 2
Stat-card editorial layout + Notion/Mintlify register.
PAS05 (Older-male) → Axis 3 + 5
Heritage 養生 frame + nutritionist authority.
The visual register MUST track the copy register or the ad reads disjointed.