ShowcaseDarnfold, sample brand

Mum, you mended everything I owned

Carousel · 4:5. Built at 1080 × 1350 px.

Darnfold is an invented brand from the app’s sample library. It has no customers and no product, so every figure, name and offer in this piece is fictional. The piece itself is a finished build: it went through the same brief, checks and approval as any other.

Mum, you mended everything I owned, 2 of 3

Mum, you mended everything I owned, 3 of 3

What the brief asked for.

From brief.md, the written brief, locked before anything was designed.

Everything in the sections below is quoted from the files this build left behind. Nothing is summarised.

Audience: UK adults, about 28 to 45, whose mum wears her jeans until they fail and who are tired of flowers-and-card posts
The one idea: the present is the pair she already wears, mended and sent back to her, said as a note to Mum
Format: feed
Ratio: 4:5
Imagery: photo
What success looks like: at thumbnail size the viewer sees a real mend on real denim and reads a note to Mum, then thinks "I didn't know you could fix that"
Route: R3 + 0
Route 0: a folded pair of jeans beside a bunch of daffodils with 'Happy Mothering Sunday'
The Route picked: R3 + 0

Notes
V1 structure (R3): three-slide carousel. Slide 1 the hands on the patched knee and the opening line ("Mum, you mended everything I owned."). Slide 2 a tighter crop on the patch with her list down the left (school trousers, a blazer cuff, a duvet cover), last line in copper for the one mended for her. End slide: logo, "Free repairs for as long as you own them", the "Book a repair" pill, the patch crop.
V2 structure (Route 0): one slide. Folded jeans beside daffodils, "Happy Mothering Sunday" set over it. Strategy's sameness veto on flowers does not apply: Route 0 always builds.
needs[]: V1 photo of older hands on visibly mended or patched denim at the knee (fallback: a real patched or darned denim knee, worn, no face); V2 photo of folded jeans with daffodils (fallback: two real photos, never a drawn garment or drawn flowers).
The photo must show what the words claim. Copy names the spot the photo shows: a knee patch is never captioned as an inner-thigh repair. If no photo shows a real mend, change the line, never the claim about the photo.
CTA: "Book a repair" only. Never "Shop the three cuts" on this post.
No date on any slide or in the caption. "Mothering Sunday" as a phrase is fine (the next one is 7 March 2027).
Facts from brand/BRAND.md only. "Free repairs" always carries "for as long as you own them"; postage both ways is UK only. 3,800 repairs and the pair back four times are demo numbers and belong in the caption if used. No roll number on a slide unless it is 0412, the example in brand/voice.md.
Banned in copy: "sustainable", "eco", "green", "conscious", "carbon neutral", "zero waste", "guilt-free", sale or discount language, a delivery promise ("back with you Sunday"), any comparison the profile cannot back ("lasted longer than most").
British English, never uppercase, Bodoni Moda 500 for headlines (italic for one word at most), Karla for the rest.

The lead visual device, and why.

From patterns.json, where each variant declares what it leads with.

V1
her own patched jeans, the hand-sewn knee patch filling the frame, a note addressed to Mum set under it
the note returns the favour, so the picture is the one thing mended for her; no stock photo showed hands on a real mend, so the pair itself leads

The caption and the rest of copy.md.

The words that ship beside the artwork. copy.md is the build’s caption file.

Caption
Mum, you mended everything I owned: school trousers, a blazer cuff, a duvet cover.
So I had your jeans mended for you, just below the knee.
Repairs on Darnfold jeans are free for as long as you own them. Bring the pair to the workshop in Leicester or post it, and we pay UK postage both ways. We have done 3,800 repairs so far.
CTA: Book a repair to darnfold.example

Alt text
Slide 1: The legs of someone sitting on a metal stair in wide-leg blue jeans, a hand resting on one thigh, with a darker denim patch sewn on just below one knee and a second patch on the other leg. Text: "Mum, you mended everything I owned."
Slide 2: Close on one leg of the jeans, a darker square of denim sewn on just below the knee with a loose thread hanging from it. Text: "You mended: school trousers, a blazer cuff, a duvet cover. Mended for you: your jeans, below the knee."
Slide 3: The Darnfold logo above a closer view of the same leg and its sewn patch. Text: "Free repairs for as long as you own them. Book a repair. Bring them to the workshop or post them. We pay UK postage both ways."

What the record says

The approval lines from production/signoffs.md, the file where each approval is written down, and the checks stored with the kept sample.

brief-locked: 2026-10-04
winner-approved: 2026-10-04 · winner: V1

Framing: A debt paid back. Mum is the one who did the mending for years, and this is the first repair done for her.
Structure: Three slide carousel. Slide 1 the patched legs on a stair and the opening line, slide 2 a tighter crop on the patch with her list set down the left, last line in copper. End slide: logo, 'Book a repair', the patch crop.
Tone: Plain and grateful. A grown child counting what she fixed, with no speech at the end.
Preflight: pass
Check desk: pass
Checked: 2026-10-04
Kept in the sample library: 2026-10-04