LABO
Global
Brand Bible
Hyle Laban & LABO — the complete identity, character, voice and content system. Reissued on the Heritage Cream palette.
Version 2.0 · Supersedes v1.0
HyperBridge Digital · Confidential
Contents
Ten sections.
03
Brand Voice & Messaging
05
Packaging Design System
What changed in v2.0
The electric blue identity is fully retired and replaced by the Heritage Cream palette. Character fidelity rules are new. The product range now covers both the dessert and drinks lines. Typography moves to a premium serif system.
01
Brand Core
& Purpose
The foundation of everything LABO and Hyle Laban represent.
At a glance
The brand in four lines.
Mascot
LABO
The living face of Hyle Laban.
Brand
Hyle Laban
Premium laban desserts and drinks, rooted in Egyptian heritage.
Tagline
Stay Fresh with LABO!
Energetic and memorable — the social and content signature.
Promise
Purity + Joy
Refreshment, purity and happiness in every serve.
Packaging carries the heritage line — "Crafted in Cream. Rooted in Heritage." Both lines are correct; each has its own surface.
Mission & vision
Where this is going.
Our mission
To make fresh, pure laban the #1 daily choice across the region — delivered through a character people genuinely love and trust.
Our vision
LABO becomes the Duolingo Owl of the dairy world — a mascot so recognised that a single silhouette triggers instant brand recall.
Core values
Four commitments.
01
Purity
100% natural, no compromises. Every product reflects a commitment to clean, fresh ingredients.
02
Joy
Happiness belongs in every sip. LABO exists to bring smiles to everyday moments.
03
Trust
Transparency from farm to fridge. Consumers know exactly what they are getting.
04
Energy
Freshness as a feeling — the physical sensation of being refreshed and ready.
The repositioning
Why the blue had to go.
Electric blue signalled commodity dairy and tech. It suppressed appetite, carried zero Arabian heritage association, and could not justify a ₹290–₹670 price ladder.
Blue + white reads as a ₹30 buttermilk pouch, not premium craft
Cool tones actively suppress appetite in food categories
Heritage Cream and Arabian Gold carry the Egyptian origin story
Cream is the product — the palette and the pour now match
The acid test
Print LABO next to a ₹350 Qashtuta. Does the mascot look like he belongs with that product at that price?
With Heritage Cream + Arabian Gold: yes — he looks like the guardian of a premium heritage craft.
With electric blue: no — he looks like he belongs on a ₹30 buttermilk pouch.
02
LABO
Character Bible
Building a character the world can love — and keeping it on-model.
Meet LABO
A mummy from the pyramids,
with a heart-shaped hello.
LABO is a softly wrapped Egyptian mummy in a cream thobe and gold-banded keffiyeh, holding the Hyle Laban milk-drop badge at his chest. He is round, warm and toy-like — designed to be hugged, not feared.
He carries the brand's Egyptian origin literally, which is why the wrap, the band and the badge are non-negotiable.
Silhouette
Rounded and approachable, readable at 48px and at 5 feet.
Thobe
Heritage Cream — the thobe is the product: cream, milk, laban.
Keffiyeh & band
Cream headscarf with a single Arabian Gold ornate band.
Chest badge
Cream badge, gold border, gold Arabic calligraphy, cream milk-drop.
Personality matrix
Who LABO is.
Friendly95%
Welcomes everyone — no judgment, just freshness.
Energetic92%
Represents refreshment as a physical sensation.
Playful90%
Built for reels, memes and social-first content.
Helpful85%
Guides consumers to the right product for them.
Curious80%
Always discovering new ways to stay fresh.
Character fidelity · new in v2.0
Five rules that stop LABO drifting.
Every illustrated, animated or AI-generated LABO must pass all five before it ships.
01
Full wrap coverage
Bandages wrap almost the entire face. Only the eyes and smiling mouth are clearly visible. No exposed skin, nose or eyebrows.
02
Simple gold band
One continuous Arabian Gold band with a fine ornate pattern. No turquoise stones, no heavy motifs, no added thickness.
03
Round, chubby proportions
Soft and toy-like. Short-sleeve shirt silhouette — never taller, leaner or tunic-length.
04
Exact logo lockup
هايل لبن calligraphy with "HYLE LABAN". The Arabic must never be re-drawn, substituted or approximated.
05
Mummy, not costume
A tightly wrapped mummy mascot — not a character wearing bandages. Wrap density carries the identity.
Governing rule
Palette swap, not redesign
Silhouette, thobe shape, keffiyeh and open-arms pose are all correct as drawn. Only colour accents change.
Element-by-element
LABO colour map.
| Element | Corrected colour |
|---|
| Keffiyeh | Heritage Cream #FFF5E6 |
| Headband / agal | Arabian Gold #C8963E |
| Eyes | Egyptian Night iris #1C1410 |
| Mouth / smile | Warm Rose #C4736E |
| Thobe base | Heritage Cream #FFF5E6 |
| Neckline trim | Gold embroidery #C8963E |
| Sleeve cuffs | Gold bands #C8963E |
| Element | Corrected colour |
|---|
| Belt / sash | Gold + Deep Gold detail |
| Belt medallion | Gold with cream milk-drop |
| Chest badge | Cream badge, gold border |
| Badge text | Gold on cream #C8963E |
| Hands | Light Cream #FFFAF2 |
| Sandals | Warm Brown #5C3A1E |
| Cheek blush | Warm Rose, subtle #C4736E |
What survives unchanged
Silhouette, thobe shape, keffiyeh, friendly pose and the open-arms gesture are all correct. Ground shadow shifts from blue glow to Warm Brown at 15% opacity.
Expression system
Seven LABOs. One character.
No shift
Chill LABO
Calm smile, relaxed posture. Packaging, shelf presence, ambient posts.
Warm Rose blush
Happy LABO
Squinted eyes, tilted band. Reviews, celebrations, thank-you posts.
Soft Gold aura
Excited LABO
Jumping, arms raised. Launches, limited editions, giveaways.
Deep Gold
Heritage LABO
Proud stance, slight tilt of pride. Origin story, heritage reels.
Pistachio apron
Chef LABO
Chef hat in cream, pistachio apron, holding a utensil. Recipes, kitchen tours.
Dark Chocolate
Cool LABO
Sunglasses, slight smirk, confident lean. Summer, lifestyle, sports.
Rose + Soft Gold
Festival LABO
Confetti accents, cultural accessories. Ramadan, Eid, Diwali, National Day.
Behaviour
LABO always. LABO never.
LABO always
Smiles and radiates positivity
Uses simple, relatable language
Shows genuine excitement for freshness
Celebrates cultural moments
Engages playfully with fans
LABO never
Uses a negative or aggressive tone
Makes health or medical claims
Mocks competitors by name
Appears in blue, or on a blue surface
Breaks silhouette or wrap fidelity
Motion & animation
How LABO moves.
Bouncy physics
0.3–0.5s
Slight bounce — overshoot on starts, elastic settle on stops. Spring-like, never rigid.
Smooth transitions
0.4–0.8s
Ease-in-out curves for all movement. No linear motion — everything organic and alive.
Expression morphs
Blend
The face changes smoothly between emotional states. Never a hard cut between expressions.
This deck itself is built to the spec — every element enters on a spring curve with overshoot, staggered at 50ms. That is the LABO motion signature applied to a document.
03
Brand Voice
& Messaging
How LABO talks, writes and connects with people.
Voice framework
Four registers.
Fun
"Hey! Time to stay fresh!"
TikTok, Reels
Friendly
"Need a cool break? LABO's here."
Instagram, Facebook
Energetic
"Freshness power! Let's go!"
YouTube Shorts, sports
Simple
"Drink fresh. Feel fresh."
Packaging, print
Messaging hierarchy
Which line goes where.
| Level | Line | Surface |
|---|
| Primary | Stay Fresh with LABO! | Social, content, campaigns, broadest reach |
| Packaging | Crafted in Cream. Rooted in Heritage. | All packaging, always present |
| Secondary | Pure Milk. Pure Joy. | Product storytelling, brand films |
| Tertiary | Your Daily Dose of Freshness | Retention, lifecycle, repeat purchase |
| Seasonal | Cool Down with LABO / Fuel Your Fast | Summer and Ramadan editions |
| CTA | Grab Your LABO Now! | Conversion, promotions, retail |
Retired
"Pure Sweetness" is withdrawn from all surfaces including storefront signage. It does not appear in v2.0 of this system.
Copywriting rules
Six rules, no exceptions.
01
Under eight words for headlines
Brevity is memorability. LABO speaks in punchy lines.
02
Always address the reader as "you"
Personal connection. Not "consumers" — real people.
03
Use sensory language
Cold, fresh, smooth, crisp — words you can feel.
04
End with energy, not a full stop
Exclamation over period, where tone allows.
05
Never claim health outcomes
Freshness and taste are the promise. Nothing medical.
06
Arabic is never approximated
هايل لبن appears only as the approved calligraphy asset.
04
Visual
Identity System
Colours, typography and the complete design language.
Master palette
Five colours. Fixed ratios.
Heritage Cream
#FFF5E6
Primary · 40%
Arabian Gold
#C8963E
Secondary · 25%
Egyptian Night
#1C1410
Deep · 20%
Pistachio Green
#7A9E5A
Accent · 10%
Warm Rose
#C4736E
Highlight · 5%
Backgrounds
Cream on walls, packaging base, website canvas, menu cards.
Logo & accents
Gold on logo, headband, badge outline, signage, price tags.
Type & depth
Night on eyes, dark panels, storefront fascia, typography.
Freshness
Pistachio on ingredient callouts, health badges, nature elements.
Warmth
Rose on cheek blush, festival highlights, dessert photography.
Extended palette
Supporting tones.
| Name | Hex | Use case |
|---|
| Light Cream | #FFFAF2 | Alternating table rows, card backgrounds, hover states. 95% cream. |
| Rich Cream | #F5E6CC | Packaging panels needing differentiation from primary cream. Salankatia and Umm Ali labels. |
| Soft Gold | #E8C878 | Large-area backgrounds where Arabian Gold is too heavy. Event banners, seasonal zones. |
| Deep Gold | #8B6914 | Small text, fine print, footers where contrast on cream is needed. Prices on light backgrounds. |
| Warm Brown | #5C3A1E | LABO's sandals, packaging accent borders, chocolate-range labels, earthy grounding. |
| Dark Chocolate | #2C1A0E | Ultra-premium: gifting boxes, VIP packaging, LABO Legend tier badge, annual report cover. |
Prohibited
Banned from every asset.
| Prohibited | Example | Reason |
|---|
| Any blue | #0097D9, sky blue, electric blue, baby blue | Appetite suppressant. Tech-brand signal. Zero Arabian heritage association. |
| Blue + white | The former packaging and storefront | Reads as ₹30 dairy commodity. Cannot justify ₹290–₹670 pricing. |
| Pure white backgrounds | Clinical white with no warmth | Sterile and cold. Use Heritage Cream or Light Cream instead of #FFFFFF. |
| Neon / fluorescent | Bright green, electric pink, hot yellow | Destroys premium positioning. Hyle Laban is heritage craft, not a juice bar. |
| Grey-dominant | Charcoal, silver, cool grey | Cold and industrial. No appetite signal. Use Warm Brown if grey is needed. |
| Black text on white | Default formatting | Lazy and generic. Use Egyptian Night on Heritage Cream — similar, but warmer. |
TypographyA premium serif system.
v2.0 replaces the previous Arial Black / Calibri pairing. A display serif carries the heritage positioning that a grotesque cannot.
Display
Fraunces
Headlines, hero sections, brand name, product names, impact moments. Warm, high-contrast, subtly Arabic-adjacent in its curves.
Body
Inter
Body copy, descriptions, captions, nutritional panels, all long-form. Clean and highly readable at small sizes.
| Level | Spec | Use |
|---|
| H1 Display | Fraunces 56px / 600 / −0.022em | Covers, hero statements |
| H2 Section | Fraunces 36px / 600 / −0.016em | Slide and section titles |
| Eyebrow | Inter 10.5px / 700 / 0.20em / uppercase | Section labels, always Arabian Gold |
| Body | Inter 15px / 400 / 1.6 line-height | All running copy |
Logo & mascot usage
Clear space and minimums.
Minimum clear space
Maintain 1× LABO width of padding on all sides. No element may encroach.
Approved backgrounds
Heritage Cream, Light Cream, Rich Cream, Egyptian Night, Arabian Gold. Never on busy patterns. Never on blue.
Size minimums
Print: 12mm height. Digital: 48px. Below this, use the badge mark alone.
Pack presence
Chill LABO on packaging at minimum 30% of the front face.
Never
Never recolour, stretch, rotate, outline, add drop shadows to, or crop the mascot below shoulder height. Never place LABO on a photograph without a cream or night scrim behind him.
Photography direction
Warm, never clinical.
Product
Studio, warm-lit
Clean and bright with warm light. Condensation on cold serves. Heritage Cream or Rich Cream backgrounds — never white, never pale blue.
Lifestyle
Natural light, real people
Warm tones, genuine moments. Outdoor settings preferred — picnics, family tables, after-work moments.
Food pairing
Overhead or 45°
Product paired with meals and desserts. Texture close-ups — the pour, the spoon, the first layer.
Every image should look like it was shot in the golden hour, even in a studio. If a frame feels cool or sterile, it is off-brand regardless of composition.
05
Packaging
Design System
From shelf to hand — every touchpoint designed.
Packaging structure
Four zones, always in order.
Top zone
Hyle Laban logo — English and Arabic, always at the top
Hero zone
LABO mascot, front and centre. Expression varies by product line
Info zone
Product name, flavour, size, nutrition badge and quality seals
Base zone
"Crafted in Cream. Rooted in Heritage." · barcode, legal, production details
Heritage Cream is the base on every pack — never white, never blue
Arabian Gold carries both logos, at equal or slightly larger size for the Arabic
Milk-drop icon appears as a cream drop on a gold circle badge — a quality seal, not a water signal
Matte finish preferred over glossy. Matte signals premium craft; gloss reads mass-market
Tear-strip in Arabian Gold with "Crafted in Cream" micro-text repeating
Per-product colour map
Every format, assigned.
| Element | Qashtuta | Salankatia | Koushiri | Umm Ali | Ambalyh | Drinks | Kids |
|---|
| Container | #FFF5E6 | #F5E6CC | #FFF5E6 | #F5E6CC | #FFF5E6 | #FFFAF2 | #E8C878 |
| Label band | #C8963E | #C8963E | #5C3A1E | #C8963E | #C4736E | #C8963E | #7A9E5A |
| Product name | #1C1410 | #1C1410 | #1C1410 | #1C1410 | #1C1410 | #1C1410 | #5C3A1E |
| LABO variant | Heritage | Heritage | Heritage | Heritage | Happy | Chill | Excited |
| Cap / lid | #C8963E | #C8963E | #5C3A1E | #C8963E | #C4736E | #C8963E | #7A9E5A |
| Accent detail | #7A9E5A | #7A9E5A | #C8963E | #E8C878 | #E8C878 | #7A9E5A | #C4736E |
Product rangeDesserts and drinks.
v2.0 reconciles both lines. Hyle Laban is a dessert-led brand with a drinks range — not one or the other.
Signature desserts
Cups & bowls
Lou'a ₹350 · Cheese Bomb ₹290 · Halebia ₹250 · Qashtuta ₹290 · Koushri ₹350 · Salankatia ₹350 · Ambalyh ₹290
Cakes
Share formats
Creamy Cakes ₹490 · Kabsa ₹380 · Deparis ₹380 · Heba Cake ₹350 · Lazy Cat Cake ₹290
Gifting
Premium boxes
Kashkha ₹670 — Dark Chocolate packaging, the festival and corporate channel.
Drinks & add-ons
Everyday laban
Makhfook ₹150 · Toppings ₹30 · bottled laban range for retail and fridge.
BiscoffNutellaPistachioMangoStrawberryTender CoconutKinderBelgian Chocolate
Special editions
Four moments a year.
Ramadan · annual
Fuel Your Fast
Crescent motif, LABO in prayer cap. Deep Gold and Pistachio on Rich Cream.
June–August
Summer Blast
Cool LABO in sunglasses. Soft Gold and Pistachio, chilled-serve photography.
National Day
Heritage Edition
Heritage LABO, Deep Gold accents, cultural motifs on Heritage Cream.
Festival season
Festival Edition
Festival LABO with Warm Rose and Soft Gold confetti. Diwali, Eid, New Year.
Special editions may shift accent ratios but never introduce a colour outside the master and extended palettes.
Retail & POS
LABO in physical space.
| Material | Specification |
|---|
| Shelf talker | 3" × 5" — Heritage Cream background, LABO pointing at product, price callout in Arabian Gold. |
| Floor standee | 5ft life-size LABO cutout — corrugated board, double-sided, tagline on base. |
| Fridge wrap | Full door vinyl — LABO peeking from inside, product grid below, cream base. |
| Storefront fascia | Egyptian Night fascia with Arabian Gold lettering. Never blue, never backlit white. |
| Menu board | Egyptian Night base, Heritage Cream panels, gold item names, Pistachio "NEW" badges. |
| Uniforms | Heritage Cream base with Arabian Gold trim. Pistachio apron for kitchen roles. |
06
The Viral
Playbook
How to make LABO as famous as the Duolingo Owl.
Duolingo decoded
The formula, reverse-engineered.
Personality
The owl has emotions — it feels real
LABO version: seven expression states with defined colour shifts. Every post shows personality before it shows product.
Reactions
Duo reacts to current events and pop culture
LABO version: daily in-character reactions to weather, trends, festivals and reviews.
Consistency
Relentless posting, unmistakable voice
LABO version: 4–5 posts a week minimum, one character, zero tone drift.
Restraint
The product is rarely the subject
LABO version: the character earns the attention; the product collects it.
The formula
Relatable + Funny + Short = shared.
Relatable
Mirrors daily life
Fridge moments, heat waves, meal times, the last cup in the box.
Funny
Never tries too hard
LABO's reactions do the heavy lifting — no punchline required.
Short
Under 15 seconds
15s for reels, 30s for stories, 60s for YouTube Shorts.
Example reel script
"POV: You open the fridge at 2am and LABO is already there, waiting, arms crossed."
Hook in frame one. No intro card. Trending audio. Product appears at second nine, not second one. Caption ends with energy.
Platform strategy · 01
TikTok & Instagram.
TikTok · discovery engine
Target: 10M views / month by M6
Post 4–5× per week — consistency beats production value
First 3 seconds are a LABO reaction hook, never an intro
Trending audio with LABO overlay for algorithm lift
Instagram · brand home
Target: 500K followers by M6
Reels 5× per week — repurposed from TikTok with IG-native captions
Stories daily — polls, quizzes and LABO stickers
Carousels for depth: recipes, heritage, behind the kitchen
Platform strategy · 02
YouTube & X.
YouTube · depth & authority
Target: 100K subscribers by M6
Shorts 3× per week — vertical, punchy, LABO-led
Monthly long-form "LABO's Kitchen" recipe series, 5–8 minutes
Behind-the-brand documentary content on sourcing and craft
X · personality in public
Target: 200K followers by M6
Daily in-character reactions to trending topics
Reply strategy: LABO shows up where the conversation already is
Threads: heritage stories, ingredient explainers, taste science
Cross-platform synergy
Shoot once. Publish four times.
01
Content waterfall
TikTok → Instagram Reels → YouTube Shorts → X clips, each with native captions.
02
Shared calendar
One content calendar with platform-specific posting times.
03
LABO AR filter
Deployed across Instagram and TikTok — turns the audience into distribution.
04
One engine
Single brand, multiple formats. Target: 15M total followers by month 6.
| Template | Background | Specification |
|---|
| IG Reel | #FFF5E6 | Heritage Cream base, LABO right, product left, gold text overlay |
| IG Story | #1C1410 | Egyptian Night with cream text, gold accents, LABO sticker in corner |
| YouTube thumbnail | #1C1410 | Large LABO + product, gold title text, high contrast for clickability |
| Promotional banner | #C8963E | Arabian Gold base, night text, cream product zone, LABO as presenter |
07
50 Viral
Reel Ideas
A complete content arsenal for marketing, branding and sales.
Reels 1–18
Every reel has a job.
01LABO opening the fridgeAwareness
10LABO celebrating freshnessIdentity
02LABO reacting to hot weatherRefreshment
11LABO vs thirstProblem
03LABO dancing after labanBranding
12LABO morning routineDaily use
04LABO vs spicy foodHumour
13LABO gym recoveryFitness
05LABO choosing fresh milkProduct story
14LABO picnic sceneLifestyle
06LABO meeting farmersAuthenticity
15LABO family dinnerHousehold
07LABO at the supermarketRetail
16LABO kids lunch boxKids market
08LABO taste-testing flavoursRange
17LABO late-night cravingOccasion
09LABO cooling a friend downSharing
18LABO heritage flashbackOrigin
Reels 19–36
Formats, not one-offs.
19LABO reacting to fake labanAuthenticity
28LABO school breakYouth
20LABO cooling down after workWorkers
29LABO Ramadan refreshmentCultural
21LABO summer festivalSeasonal
30LABO cooking with labanRecipe
22LABO fridge restockRepeat
31LABO office breakCorporate
23LABO delivery unboxingD2C
32LABO taste challengeEngagement
24LABO vs sodaPositioning
33LABO dancing trendAlgorithm
25LABO road tripTravel
34LABO fitness recoverySports
26LABO shelf takeoverRetail promo
35LABO meets a fanCommunity
27LABO gifting a boxGifting
36LABO behind the kitchenCraft
Reels 37–50
Closing the fifty.
37LABO celebrating freshnessRecall
44LABO quality checkTrust
38LABO helping a chefCulinary
45LABO new store openingExpansion
39LABO travel vlogCharacter
46LABO vs heatwaveSeasonal
40LABO festival celebrationCultural
47LABO energy boostLifestyle
41LABO supermarket shelfRetail
48LABO flavour revealLaunch
42LABO refreshing kidsFamily
49LABO fridge challengeUGC
43LABO farmer appreciationSourcing
50LABO says "Stay Fresh!"Signature
Each idea is a repeatable format — re-shoot seasonally, localise by city, or hand to creators as a brief.
08
Marketing Funnel
& Strategy
From first impression to repeat purchase.
The LABO funnel
From scroll to shelf.
Awareness
Viral reels, trending content, creator collabs, AR filters
Impressions & reach
Interest
Product storytelling, behind-the-scenes, recipes, taste tests
Engagement rate
Desire
Freshness experience, social proof, UGC, limited editions
Save / share rate
Action
Promotions, store locator, delivery links, retail push
Conversion
Each stage has exactly one metric, and content is commissioned against the stage it serves.
The discipline
If a piece of content cannot name its funnel stage and its metric before it is shot, it does not get made. That single rule separates a content engine from a posting habit.
KPI dashboard
What good looks like at month six.
15M+
Total followers
across platforms
8–12%
Engagement rate,
sustained
65%+
Brand recall,
surveyed
500K
Instagram followers
by M6
Targets, not forecasts
These are the ambition set by the brand programme, not projections derived from current account performance. Re-baseline against live analytics before showing to an investor or board.
Budget framework
Where content money goes.
Content production30%
Animation team, videography, editing, asset creation — the engine itself.
Paid media25%
TikTok Spark Ads, Instagram and Facebook Reels boost, YouTube pre-roll.
Influencer partnerships20%
Micro creators (10K–100K) plus macro collaborations (100K–1M).
Sampling & events15%
Mall activations, campus programmes, festival presence.
Tools, analytics & contingency10%
Scheduling, listening, dashboards and a reactive-content reserve.
09
6-Month
Content Calendar
Month-by-month execution roadmap.
Six-month roadmap
Month by month.
Character reveal
Teaser campaign
First 10 reels
Palette rollout
Daily cadence
Creator onboarding
AR filter launch
Template lock
UGC challenges
Fan features
Sampling events
First recall pulse
Macro creators
Long-form series
Retail tie-ins
Special edition
Promo mechanics
Store locator push
Limited editions
Gifting campaign
Brand recall survey
Merch & licensing
Year-two plan
Category review
Each month layers on the last. Nothing is retired — the content library and creator network compound across all six.
10
Long-Term Vision
& Roadmap
From mascot to cultural icon.
The arc
Four horizons.
Year 1
Recognition
LABO becomes known in the home market. Palette fully rolled out across pack, store and screen.
Year 2
Affection
Merchandise, AR filters, plush toys and school programmes. People choose LABO, not just laban.
Year 3
Ubiquity
Regional expansion with localised LABO moments. Licensing conversations begin.
Year 5
Icon
A silhouette recognised without a wordmark — the Duolingo Owl benchmark, achieved.
Every decision in this bible is made in service of that final horizon. Consistency now is what buys recognition later.
Stay Fresh
with LABO.
When people see this character, they instantly think: that's the fresh laban brand.
Supersedes v1.0 in full
Confidential