Art Direction · The complete production spec

Indigo on ivory.
The dietitian speaks. The data overlays.

RASAYA · 2026-05-16

The complete art-direction specification for every Rasaya asset that ships — color tokens, type stack, grid, talent rules, register variants, third-person framing law, anonymity-respecting b-roll, the canonical steam-from-microwave reveal beat, AI-gen prompt templates ready to copy-paste, and stat-card overlay specs. Notion-Sanity-Mintlify aesthetic benchmarks throughout. Source-of-truth for the creative-director peer + creative-gen pipeline downstream.

§1Brand visual systemLocked

COLOR TOKENS

Primary: Indigo #252F6E — authority, clinical clarity

Canvas: Ivory #FFF8EE — warmth, restraint

Accent soft: Indigo-soft #4651A8 for secondary

Accent pale: Indigo-pale #DCDFEE for backgrounds

Good (data positive): #2F7D5B

Warn: #C48716

Bad / risk: #B23838

CN-mode tint: #F2EBDB

TYPE STACK

Display (EN): Fraunces / Source Serif Pro · weight 500

Body (EN): Geist / Inter · 400/500/600

Mono (data + caption): JetBrains Mono / IBM Plex Mono

Display (CN): Noto Serif SC · weight 500

Body (CN): Noto Sans SC · 400/500/600

Letter-spacing: headlines −0.025em · body −0.005em · eyebrow +0.4em (uppercase)

Hierarchy: H1 66/1.04 · H2 32/1.15 · H3 22/1.3 · Body 15/1.6

GRID + SPACING

Base: 4px grid

Spacing scale: 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64 · 96

Max-width body: 1440px

Reels safe-zone (9:16 1080×1920): Y 0-200 top-safe / Y 1620-1920 bottom-safe → stat-cards, hashtags, CTAs live in Y 220-1600

Stories safe-zone: Y 250-1670

Square 1:1 1080×1080: safe-zone Y 80-1000

DESIGN BENCHMARKS

Web aesthetic anchors: Notion (warm editorial) · Sanity (content-first clarity) · Mintlify (warm technical)

For data-anchor ads: Linear app marketing aesthetic

For CN editorial: Noto Sans SC + heritage layouts

For typography of stat-cards: mono-display in JetBrains Mono

§2Canonical creative formatThe Rasaya video DNA

Every Rasaya video ad follows this canonical anatomy. Variations come from PAS register (clinical-warm vs data-anchor) and persona target — but the underlying structure is locked.

Beat	Time	Frame	Audio	Overlay
B1 · Hook	0-3s	Direct-to-camera nutritionist · mid-shot · ivory backdrop	Hook phrase in nutritionist voice	Title card (hook on screen, mono)
B2 · Problem	3-10s	B-roll: silent 3/4-angle persona scene · 1-2s clip · WhatsApp message overlay	Nutritionist voice (3rd-person)	"Mei Ling, 42, KL" caption · WA bubble overlay
B3 · Agitation	10-20s	Cut back to nutritionist · zoom-in tighter shot · gestural	Nutritionist voice raising stakes	Stat-card #1 (the bad-outcome data)
B4 · Solution proof	20-35s	Pour-shot or microwave-reveal of compartment tray · STEAM RISING (canonical beat)	Nutritionist voice describing food	Stat-card #2-3 (the protocol numbers)
B5 · Anecdote	35-50s	Generic anonymized silhouette + product close-up cuts	Nutritionist voicing "Uncle Chen 8.2 → 6.1"	Stat-card #4 (the proof number)
B6 · CTA	50-60s	Direct-to-camera nutritionist · closing	Nutritionist voicing CTA	WhatsApp button graphic + stat-card #5 (price)

"The steam-from-microwave reveal is the canonical pivot beat. The cover does NOT lift. The compartment tray is exposed. Steam rises. Food is visible. This is the visual signature of Rasaya — never a sealed bento-box-with-lid reveal."

§3Talent rulesThe on-camera nutritionist

CASTING SPEC

Role label: "Rasaya 营养师" — never personally named

Demographics: Chinese-Malaysian female · 30-45 · smart-warm professional

Language: Bilingual EN + Malaysian Mandarin · clear pronunciation · no mainland-CN formality

Wardrobe: Soft cardigan over plain ivory or indigo top · subtle silver/jade jewelry · no logos · no scrubs (we're not a hospital)

Demeanor: Warm-knowing-friend register · NOT preachy · NOT motherly · NOT TV-host-energy

Frame: mid-shot (waist-up) · 2/3 looking at camera · 1/3 looking aside (writing-on-pad gesture allowed)

Variant 1: Clinical-Warm Authority — for Persona A · B · C · older Chinese male. Heritage 食疗 register, 3rd-person framing, warm-authoritative consultant tone.

Variant 2: Data-Anchor Authority (PAS04) — for Persona D younger pro male. Research-briefing register, "the data shows" / "studies suggest" peer-respecting tone. Five stat-card overlays per video.

Same talent, both variants. Vary by wardrobe styling, set-dressing (more clipboard + lab-coat-lite for V2), pacing, and overlay density.

3rd-person framing rule: nutritionist NEVER says "you", always "she", "he", "they" — referring to the persona-scenarios b-rolled. Persona is implied viewer, never on-camera character.

§4B-roll rulesAnonymity-respecting · 1-2s inserts

PERSONA B-ROLL TREATMENT

Always 3/4-angle. No frontal face shots of persona scenarios.
1-2 seconds max per clip.
Silent (no persona dialogue). Nutritionist voice ONLY.
Caption overlay required: "Mei Ling · 42 · Filial daughter, KL"
If hands-only is enough, prefer hands-only.
If face is visible, ensure no recognizable expression visible — back-of-head, soft-focus, profile, sunset-silhouette OK.

PRODUCT B-ROLL

Compartment tray photographed top-down (45° hero) and side-3/4.
Hero color cards: indigo placemat + ivory tablecloth.
Garnish minimal — coriander leaf, sesame, no plating fantasy.
Steam visible in microwave-reveal shot — canonical beat.
No sealed-with-lid container reveal. Always open-tray.

§5Stat-card overlay specPAS04 data-anchor pattern · 5 cards / video

The data-anchor register stacks 5 stat-cards across a 60-sec video. Each card lives 2-3 seconds, appears in the Y 300-700 zone (safe-area top), uses indigo backdrop + ivory text, JetBrains Mono number + Geist label.

Card	Number	Label	Timing
SC-01	7.5M	Malaysian adults with diabetes / pre-diabetes	7-10s
SC-02	HbA1c 8.2	"Uncle Chen — before"	25-28s
SC-03	6 weeks	"Time elapsed"	29-32s
SC-04	HbA1c 6.1	"After. His doctor checked twice."	33-37s
SC-05	RM 27.92	"per meal · 20-meal pack"	55-58s

§6AI-gen prompt templatesCopy-paste ready · NanoBanana Pro

PROMPT-001 — NUTRITIONIST HERO STILL
A Chinese-Malaysian female nutritionist, age 35-42, smart-warm professional, soft cardigan over plain ivory top, subtle silver jewelry, gentle confident smile, sitting at a clean wood desk with a wooden clipboard and a single succulent plant. Indigo-#252F6E and ivory-#FFF8EE color palette. Mid-shot. Photorealistic editorial lighting, soft-key overhead, no harsh shadows. Notion / Sanity editorial aesthetic. Warm authority. Not preachy.
Aspect: 9:16 reel · 1:1 square · 4:5 feed
Avoid: hospital scrubs · pharma-clean cold blue · spokes-doctor energy · over-stylized photoshoot lighting · ad-stock-photo look · pink palette · #glow aesthetic

PROMPT-002 — COMPARTMENT TRAY MICROWAVE REVEAL
Top-down 45-degree-hero photograph of a plant-based meal compartment tray on an indigo placemat over an ivory tablecloth. The tray has four open compartments showing brown rice, stir-fried tempeh with curry leaves, roasted root vegetables, and a leafy green stir-fry. Visible steam rising from the food. Soft warm overhead lighting. Photorealistic editorial-magazine food photography. Bon Appétit + Daily Harvest aesthetic. No cover or lid visible.
Aspect: 1:1 hero · 9:16 vertical hero
Avoid: bento-box-with-lid · sealed Tupperware · Instagram filter saturation · maximalist garnish · pink-mood-lighting · stock photo composition

PROMPT-003 — PERSONA B-ROLL ANONYMIZED
A Chinese-Malaysian woman, age 40-50, photographed from behind / 3/4-angle / silhouette, looking at a smartphone in a warm home kitchen. Soft golden-hour window light. Out-of-focus background of family photo frames and a pot of slow-cooking food. Photorealistic. Editorial documentary aesthetic. Face NOT recognizable. Hands holding phone visible.
Aspect: 9:16 reel · 16:9 horizontal
Avoid: frontal face shot · recognizable expression · stock-photo look · over-bright fluorescent kitchen lighting · pink palette

PROMPT-004 — STAT-CARD GRAPHIC (PAS04)
A minimalist stat-card graphic. Indigo-#252F6E background. Large monospace number "HbA1c 6.1" in ivory-#FFF8EE color, JetBrains Mono font, weight 600. Below the number, smaller Geist sans-serif label "After 6 weeks. His doctor checked twice." Centered, generous padding. Linear app / Notion / Mintlify aesthetic. No icons. No decorative elements. Mono-display.
Aspect: 1:1 square · 16:9
Avoid: gradients · iconography · drop-shadows · multi-color · pharma aesthetic

PROMPT-005 — CN HERITAGE CAROUSEL SLIDE
A bilingual carousel slide. Top half: Noto Serif SC display CN headline "养生便当 · 一日三餐" in indigo on ivory. Bottom half: small mono caption in English "Plant-based meal subscription for metabolic health." Ample white space. Heritage Chinese editorial design × Notion warmth. Subtle wood-grain texture in background. 4px grid alignment.
Aspect: 1:1
Avoid: red-gold-CNY palette · brush-script over-Chinese-folk · cartoon mascots · over-decorated borders

§7What Rasaya is NOT (production veto list)Auto-reject patterns

NO MEDICAL CLAIMS

Never "cure", "treat", "prevent", "diagnose". Reframe as "food alongside medical care", "support healthier patterns", "designed by a nutritionist".

NO PERSONA ON CAMERA

Personas are implied viewers, NEVER on-camera character. Only nutritionist + anonymized 3/4-angle b-roll inserts.

NO BENTO-WITH-LID REVEAL

Product noun discipline: 养生便当 / compartment tray / plant-based bento. Never lunchbox, Tupperware, TV-dinner, bento-box-with-lid. Steam-from-open-tray is the canonical reveal.

NO PINK / GLITTERY / #GLOW

Persona D auto-rejects. Stay indigo + ivory + warm-wood.

NO HOSPITAL-COLD-BLUE

We're warm-clinical, not pharma-clinical. No scrubs, no harsh fluorescents, no spokes-doctor energy.

NO WEIGHT-LOSS BEFORE/AFTER

We are NOT a weight-loss brand. Yolo Foods owns that lane. Metabolic-health is our distinct positioning.

NO MAINLAND-MANDARIN FORMALITY

CN voice = Malaysian Mandarin + occasional Hokkien. No 绝绝子 / yyds / mainland slang.

NO FRONT-FACING PERSONA-NAMED ENDORSEMENT

The "Uncle Chen" anecdote is narrated by the nutritionist. Never a fake "Uncle Chen on-camera testimonial". KKM compliance + brand-discipline.

§8Asset deliverable matrixPer campaign cycle

Asset	Format	Count/cycle	Owner
Hero talking-head 60s video	9:16 · 1:1 · 16:9	2 / week	creative-director peer
Stat-card carousel	1:1 · 5-slide	2 / week	creative-director peer
CN heritage carousel	1:1 · 4-slide	1 / week	creative-director peer
Compartment-tray product hero	1:1 · 4:5	3 / week	food-photographer (vendor)
Persona b-roll clips	9:16 · 1-2s each	10 / week	creative-director peer
WA-bot reply scaffolding image	1:1	5 / week	builder peer
Landing-quiz hero illustration	16:9	1 / month	creative-director peer

Color tokens locked: 8 Type stack locked: 4 fonts Canonical video beats: 6 AI-gen prompts ready: 5 Anti-patterns: 8 Weekly asset count: ~24