ShowcaseDarnfold, sample brand

A repaired pair, posted to Mum

Story · 9:16. Built at 1080 × 1920 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.

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, roughly 25 to 45, buying for their mum and leaving it late; the photo mirrors the person booking, never Mum and never a model
The one idea: Post her Darnfold pair to Leicester for a free repair and we pay the postage there and back in the UK
Format: story
Ratio: 9:16
Imagery: photo+props
What success looks like: at thumbnail size the viewer reads a parcel label and thinks "I can do this tonight without leaving the house", then "I didn't know they fix jeans free"
Route: R1 + 0
Route 0: "free repairs this Mothering Sunday" in large type over a photo of the workshop
The Route picked: R1 + 0

Notes
Occasion: Mothering Sunday, Sunday 7 March 2027 (never "Mother's Day"). It is the occasion line only.
Postage claim: "we pay postage both ways in the UK". "in the UK" stays on the slide.
Free repairs cover Darnfold jeans: the copy says "her Darnfold pair" at least once per variant.
No turnaround promise and no last posting day: brand/BRAND.md states neither. Nothing says "back by Mothering Sunday".
CTA: "Book a repair" only. No gift card, voucher, discount, offer or urgency wording.
V1 label parts each do a postal job: To, From, contents, postage paid mark. No barcode, no carrier mark, no tracking code, no roll number (BRAND.md gives none to print). The label lies on a close-up photo of real folded jeans, so the picture shows the pair that is being posted.
V2 photo must show a real sewing bench or machine with denim on it. No caption calls a stock workshop Leicester. Type flush left on the dark part of the photo, no black scrim, never centred.
needs: V1 photo (folded denim jeans, close-up, graded to the field); V2 photo (sewing workshop with denim at the machine). The brand has no product shots; stock only, never a rendered garment.
Never uppercase. British English. Voice: a pattern cutter explaining a seam.

The lead visual device, and why.

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

V1
a prepaid parcel label printed on ecru, written out to Mum and laid on a close-up photo of her folded jeans: To and From addresses, a contents line, a postage paid mark
a parcel label is a thing everyone already reads in a second, and its four lines carry the whole claim: who it goes to, where from, one pair repaired, postage paid both ways

The caption and the rest of copy.md.

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

Caption
Her Darnfold pair goes out worn and comes back repaired, and we pay the postage both ways in the UK.
Post her jeans to the workshop in Leicester. We mend them and post them back to her. Repairs are free for as long as she owns the pair, in March or any other month.
Mothering Sunday is 7 March 2027.
CTA: Book a repair to darnfold.example

Alt text
An ecru parcel label addressed to Mum, from the Darnfold workshop in Leicester, with the contents written as one pair, repaired, and a round copper mark reading postage paid both ways. The label lies across a close-up of dark denim jeans showing a coin pocket and a rivet. Under it, on a dark indigo field, the text reads: Mothering Sunday, 7 March 2027. Repairs on her Darnfold pair are free for as long as she owns it, and we pay the postage both ways in the UK. A copper button reads Book a repair.

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: The post is the present. The repair was always free, so the news is the journey: there and back, and Darnfold pays both legs in the UK.
Structure: One story frame. The return label over a close-up of the pocket: To Mum; From the Darnfold workshop, Leicester; contents 'one pair, repaired'; a 'Postage paid both ways' mark. Under it the date, the offer line and 'Book a repair'.
Tone: Dry and exact, the way a label is. The warmth sits in the contents line and nowhere else.
Preflight: pass
Check desk: pass
Checked: 2026-10-04
Kept in the sample library: 2026-10-04