Rebirth Ritual

01 · Story & positioning

The calm room in a loud house.

Kismet Candles sells transformation. Kismet Glitter sells spectacle. Rebirth Ritual sells nothing — and that is precisely its job.

The story

Two people on the east side of Detroit make things by hand: skull candles poured in a sacred blend of wax, herbs and oils, and a makeup line built out of holographic and blacklight pigment. Both of those things exist because of the same belief — that a person can decide to begin again, and that a small physical act makes the decision stick.

Rebirth Ritual is where that belief gets written down. It is a journal about small rituals: the first five minutes of a morning, an altar on a windowsill, the ten strange days between seasons, the flame that reads you back, the glitter you put on before a night you almost cancelled. It is deliberately the quietest of the three brands, because the writing has to be trustworthy before the products can be.

Positioning statement

For people who want their life to feel deliberate rather than optimised, Rebirth Ritual is a lifestyle journal of small, doable rituals — written by the Detroit makers behind Kismet Candles and Kismet Glitter — that turns intention into something you can hold, light and wear.

Unlike wellness content that sells a whole new lifestyle, or a product page that sells a candle, Rebirth Ritual gives away the practice and is honest about where the objects come from.

What the site is, and is not

Dimension	Rebirth Ritual is	Rebirth Ritual is not
Function	Editorial hub and gateway. Email capture and outbound traffic are the only conversions.	A shop. There is no cart, no price on a buy button, no checkout — ever.
Register	Calm, grounded, specific. The voice of someone who has actually done the thing.	Neon, breathless, or "manifest your dream life". That energy belongs to the other two sites.
Subject	Ritual, seasons, home, flame, glow, the maker's life in Detroit.	Medical, therapeutic or predictive claims. We never say a candle heals or a shade attracts money.
Proof	First-person detail: a temperature, a street, a time of night, a reject pile.	Stock photography, invented testimonials, or a "team" that does not exist.
Cadence	Six or so entries a month, batched. One ritual of the month. One letter per new moon.	Daily posting. A two-person studio cannot sustain it and the writing suffers first.

Audience, in order of priority

Primary

Women 25–45 who already buy candles, keep some kind of altar or shelf, and read. They arrive from Facebook or a search about seasonal rituals, and they are the ones who join the Circle.

Secondary

The glitter audience — performers, photographers, festival-goers, drag and cosplay. They arrive from TikTok, care about the glow rituals, and convert to Kismet Glitter.

Tertiary

Michigan stockists and press. They come for the maker story and the credibility, and they need to find the wholesale door in one click from About.

Taglines

Primary

Begin again, on purpose.

Secondary

light something, mean it.

Descriptor (always literal)

Small rituals from a Detroit studio.

02 · Voice & tone

Say the true, specific thing. Then stop.

The Rebirth Ritual voice is a friend who has done the thing and is telling you how it actually went — including the part that didn't work. It is warm without being soft, mystical without being vague, and it never oversells.

Grounded

Every claim has a place, a time or a number attached. "A Thursday in February", "140 degrees", "the east side", "$8". Specificity is the whole trick; it is what separates this from every other moon-and-mushroom blog.

Unhurried

Long sentences are allowed. Sentence fragments are allowed. What is not allowed is urgency: no countdowns, no "last chance", no exclamation points in body copy.

Honest about the shop

We own both stores and we say so. Never a fake-neutral "we found this great candle brand". The line is: Courtney makes it, here is the link, here is the price.

Do / don't

Do

"Open the window before you strike the match. Cold air on your hands is the part your body actually registers as a change of season."

Physical, sequenced, explains itself. The reader can do this in ninety seconds.

Don't

"Invite the transformative energies of the autumnal threshold to align your highest self."

Nothing to do, nothing to picture. Mysticism as decoration rather than instruction.

Do

"Skull candles start at $8. Courtney pours them at a kitchen table in Detroit. Here's the link."

Price, maker, place, link. Four facts, no persuasion needed.

Don't

"Treat yourself to a little luxury — you deserve it! ✨ Shop now before they're gone!!"

Urgency, flattery and a false scarcity claim. Three things this brand does not do.

Do

"A steady flame is focus. A dancing flame is emotion in motion. Whatever it does, that is the reading."

Offers a frame and lets the reader interpret. Never predicts an outcome.

Don't

"A dancing flame means money is coming to you this week."

A prediction. Also a claim we cannot stand behind, which damages every other sentence on the site.

Do

"It works because it is boring. Nothing to iron, no correct herb, nothing to buy that you don't already own."

Self-aware and generous. Giving the ritual away for free is what earns the outbound click later.

Don't

"You'll need our Protection & Renewal skull, a selenite wand and a copper cauldron."

A shopping list disguised as a practice. Products appear after the ritual works, never as a prerequisite.

Mechanics

House style

Sentence case in headlines. Serial comma. Em dashes with no spaces around them are fine. Numerals for prices and measurements. Spell out "five fates", never "5 fates". American spelling. No exclamation points outside of dialogue.

Product names are capitalised exactly as the shop lists them: Kismet Magic Glitter, Cosmic UV Glow Gel, Glow Skull Soap, the five fates (Love & Passion, Prosperity & Abundance, Protection & Renewal, Transformation & Magic, Wisdom & Vision).

Words we use / avoid

Use: ritual, intention, threshold, season, altar, flame, glow, poured, hand-made, Detroit, begin again, put down, carry through.

Avoid: manifest, abundance-as-a-verb, vibes, self-care (as a noun-phrase sell), journey, unlock, elevate, curated, "treat yourself", "girl", and any word ending in "-tox".

Never: heals, cures, protects you from, guarantees, attracts money. These are claims, not language.

Tone by context

Where	Tone	Example opening
Journal entry	Reflective, first person, one concrete scene up front.	"Michigan doesn't ease into fall — it shuts a door."
Ritual instructions	Imperative, numbered, physical verbs only.	"Open the window first. Before the match."
Gateway to Kismet Candles	Warm, factual, price-forward.	"Five fates, four sizes, from $8. Poured in Detroit."
Gateway to Kismet Glitter	Louder, shorter, permission-giving. One notch up, never two.	"Where skin becomes art and glow is destiny."
Newsletter	Letter from a person, signed. Never a broadcast.	"It's the new moon, so here's what we've been doing."
Error / empty state	Plain and short. Not cute, not in character.	"That page isn't here. The Journal is."

03 · Palette

Candlelight & Ash.

The Rebirth Ritual palette is the Kismet Electric Rebirth palette warmed and desaturated by roughly a third, then grounded on a warmer black. Same family, lower volume: neon becomes candlelight. Dark is the default; every colour below is specified against Ink Night.

Core

Ember Gold#E9A23BPrimary accent · flame, links, CTAs, labels

Ember High#FFD9A0Flame tip · emphasis italics · gradient end

Bone#F2EAE0Body text · wax · full moon

Smoke#A2988CSecondary text · captions · metadata

Ash Plum#151220Panels, cards, raised surfaces

Ink Night#0B0A10Page ground. Warmer than Graphite Void.

Editorial accents — one per content pillar

Sacred Rose#D96A7CMaker stories · love & the body

Sage Renewal#7FB49ASacred space · growth · success states

Dusk Violet#8E7BD8Flame reading · moon · the uncanny

Kiln Clay#B4674FSeasons · Detroit brick · flame base

Prism Ice#5FC8E8Glow rituals only — the Glitter handshake

How it relates to Electric Rebirth

Every Rebirth Ritual accent has a parent in the Kismet Candles palette. The rule is one move: warm the hue slightly, drop saturation ~30%, keep the role identical. That is what makes the two sites look related without looking like a copy.

Cosmic Fuchsia #FF2F92→Sacred Rose #D96A7C

Electric Jade #00EAA7→Sage Renewal #7FB49A

Holographic Violet #7A5CFF→Dusk Violet #8E7BD8

Solar Honey #FFD85E→Ember Gold #E9A23B

Deep Neon Teal #007A9B→Prism Ice #5FC8E8

Graphite Void #1E1E22→Ink Night #0B0A10

Usage rules

Proportion

Roughly 70% ground (Ink Night + Ash Plum), 22% bone and smoke (text), 8% accent. Ember Gold is the only accent that appears on every screen. Editorial accents appear one at a time, scoped to a card or a section — never two accents competing inside one component.

Contrast & accessibility

Bone on Ink Night is ~15:1. Smoke on Ink Night is ~7:1 — fine for body copy, not for text below 14px. Ember Gold on Ink Night is ~8:1. Never put Ember Gold text on Ash Plum below 16px, and never put Prism Ice on white. Buttons using the ember gradient take #2A1704 text, which clears 9:1.

Gradients

Only two are sanctioned. Flame: #B4674F → #E9A23B → #FFF3DC, bottom to top, used for every flame and every primary button. Holographic: a conic sweep through rose, ember, sage, prism ice and dusk — reserved exclusively for Kismet Glitter surfaces.

Light mode

Defined but not shipped. If a light surface is ever needed (print, a PDF, an email): ground #FBF6EF, panel #F2E9DC, text #1B1620, secondary #6B6156. Accents stay identical; Ember Gold must be darkened to #B87A1E to keep 4.5:1 on cream.

04 · Type system

Three voices, strictly cast.

The same three-role system as Kismet Candles — display serif, utility sans, script accent — but with the serif set lighter and larger, because Rebirth Ritual is a reading site first.

Display · the ritual voice

Begin again, on purpose.

Cormorant Garamond, weight 300 and 400, italic for emphasis. Google Fonts; falls back to Palatino Linotype → Georgia. Used for all headings and for body copy. Set body at 300 / 1.65–1.68; headings at 300 with letter-spacing:-.015em.

Utility · the shop voice

Join the Circle · $8

Inter, weights 400/500/600. Buttons, labels, nav, metadata, prices, form fields, captions. Always uppercase with .2–.3em tracking for labels; sentence case for form help text. Never used for a headline.

Accent · the spell voice

light something, mean it.

Dancing Script, weight 400. Inherited directly from Kismet Candles — the single strongest typographic family cue. Strictly rationed: taglines, a signature line, one closing note per page. Never more than two on a screen, never at body size, never in a button.

The scale

Display / H1Begin againclamp(2.6rem, 7vw, 5.1rem) · 300 · 1.08

Section / H2Small rituals, written downclamp(1.9rem, 4.4vw, 3rem) · 300 · 1.12

Card / H3The Hinge of the Year1.38rem · 300 · 1.14

LedeA journal of small rituals.1.15rem · 300 · 1.65

BodyIt works because it is boring.1.02rem · 300 · 1.68 · max 66ch

Label / eyebrowThis week's ritual.66rem · Inter 500 · .3em · uppercase

Meta / caption4 min read · Sept 2.72rem · Inter 400 · .16em

Rules

Measure & rhythm

Body copy never exceeds 66ch. Headings use text-wrap:balance. One <h1> per page. Paragraph spacing 1.05rem — the page should breathe, not thump.

Loading

Three families, five faces, display=swap, both Google hosts preconnected. Every stack lists a real local fallback so a blocked font request degrades to Palatino or Segoe rather than Times. Do not add a fourth family.

05 · Logo directions

Three ways to draw a beginning.

All three are live SVG, single-colour-safe, and animated the moment they appear — the flame is never a static logo on this brand. Pick one as primary; the other two can survive as a secondary mark and a favicon if they don't compete.

Direction 01 · recommended primary

The Ember Ring

A single flame held inside a ring of eight moon phases — the month turning around a light that stays lit. It is the whole brand thesis in one mark: cycles outside, intention inside. The full-moon glyph sits at the bottom of the ring so the mark reads as a vessel rather than a clock.

This is the mark used in the site header and in the hero, where the ring's active moon is driven by scroll position.

Best for: site header, favicon (flame only), email header, the Circle letterhead, embossed foil.
Single colour: yes — Ember Gold on Ink Night, or Bone on anything.
Minimum size: 28px for the flame alone; 120px with the wordmark.
Motion: flame flickers 1.55s; halo breathes on the 4.2s cycle; the dashed ring drifts one revolution per 90s.

Direction 02 · secondary / editorial

The Rising Mark

A phoenix drawn as a single gradient line that runs cold at the tail and white-hot at the wingtips. It is the most literal reading of the name, and the most dramatic — which is why it is a secondary mark, used where the brand needs to raise its voice: the cover of a seasonal guide, a printed insert, a story template.

Its defining behaviour is that it draws itself. On the homepage the same paths sit behind the hero with stroke-dashoffset tied to scroll, so descending the page builds the bird stroke by stroke.

Best for: seasonal covers, story templates, printed inserts, the About page, merch.
Single colour: yes — it is stroke-only by construction.
Minimum size: 96px. Below that the wing detail closes up; use Direction 01 instead.
Motion: draw-on over 1400ms with --e-enter, or scroll-driven. Never loop the draw.

Direction 03 · wordmark

The Seed Wordmark

REBIRTH RITUAL set in the display serif, with the I of RITUAL replaced by a seed sending up two leaves and a small flame. It is the gentlest of the three and the only one that works as a horizontal lockup, which makes it the natural choice for anywhere the mark has to sit in a line of text: an email signature, a footer, a stockist card, a press byline.

It also carries the family's structural joke forward — Kismet Candles replaces its I with a lit taper; Rebirth Ritual replaces its I with the thing that grows.

Best for: email signature, footer lockup, invoices, stockist cards, press.
Single colour: yes, but the seed must stay visually distinct — use Sage Renewal, or a 60% tint if locked to one ink.
Minimum width: 180px.
Motion: the seed's flame flickers; on first paint the leaves may scale in with --e-spark over 760ms. Nothing else moves.

Clear space & misuse

Clear space

Minimum clear space on every mark is the height of the flame on all four sides. In the site header this is enforced by the nav's own padding; in social templates it is 96px at 1080px wide.

Never

Never rotate a mark. Never stretch it. Never put a mark on a busy photograph without a ground plate. Never recolour the flame gradient to a non-flame hue — a green flame belongs to no brand in this family. Never place the Rebirth Ritual mark and the Kismet Candles mark side by side at equal size; RR is the parent voice and sits above.

07 · Imagery direction

Low light, real hands, one warm source.

No product photography exists yet, so the site is built from drawn SVG and gradient. That is a deliberate temporary state, not a permanent style — every image slot below is sized and ready.

Light

One warm source, usually the candle itself or a window at the golden hour. Deep shadow is welcome; blown highlights are not. Never a ring light. Never a white cyclorama — that is Etsy product-shot language and it flattens everything this brand is about.

Subject

Hands doing something: striking a match, tipping a mold, brushing pigment onto a cheekbone. Surfaces with history — a scarred kitchen table, a radiator cover, a bathroom mirror. Detroit visible occasionally through a window, never as a "gritty" cliché.

Colour treatment

Warm mid-tones, cool shadows, no heavy filter. Target the palette: shadows should land near Ink Night, highlights near Bone, and the flame carries the only saturated warmth. Glitter shots are the exception and may go fully iridescent.

Crops

Journal card 3:2. Hero 4:5 portrait or a wide 16:9 with room on the left for type. Social 1:1 and 9:16. Always shoot wider than needed so the same frame serves all three.

What we never use

Stock photography of any kind. AI-generated people. Crystals arranged in a grid on white linen. Anyone's face who has not consented. A flame composited in post — if it is lit, it was lit.

Fallback (current state)

Until photos exist, every image slot renders as a drawn SVG on an Ash Plum panel with an ember radial behind it. The pattern is in index.html: a .gate-stage or .tw-art block. Drop a photo in and the SVG comes out — no layout change.

The shot list to give Courtney

Nine frames, one afternoon, batched. 1 — hands striking a match over an unlit skull. 2 — a lit skull on a windowsill with the window cracked open. 3 — overhead of the pour table mid-work, molds and a thermometer. 4 — wax being poured, close, shallow. 5 — the reject pile, honestly lit. 6 — a shelf by the front door with keys, a small candle and one object. 7 — glitter on a cheekbone in daylight. 8 — the same face under blacklight. 9 — Courtney's hands, not her face, holding a finished skull. Shoot each at 4:5 and 16:9.

08 · Motion

Everything here breathes.

Motion is not decoration on this brand — it is the argument. The site's whole scroll is one story: dark → ember → flame → bloom. The personality is Premium (elegant, unhurried, no overshoot) with exactly one Energetic exception, reserved for Kismet Glitter surfaces so that the loud sibling still feels loud.

Tokens

Easing

Signature--e-breath: cubic-bezier(.4,0,.2,1) — 80% of all motion

Entrance--e-enter: cubic-bezier(.05,.7,.1,1) — reveals, draw-ons

Exit--e-exit: cubic-bezier(.3,0,1,1) — dismissals only

Spark (Glitter only)--e-spark: cubic-bezier(.175,.885,.32,1.275) — the only overshoot in the system

Duration

Quick--t-quick: 180ms — hover, press, colour change

Standard--t-std: 420ms — cards, panels, state change

Slow--t-slow: 900ms — scroll reveals, section entrances

Ritual--t-ritual: 1400ms — hero only, once per page

Breath--breath: 4200ms — every ambient loop on the site

The five signature moves

01 · The Breath

The defining loop. A flame's halo scales 0.985 → 1.045 and fades 0.42 → 0.86 over 4200ms with a hold at the top — one calm human breath, in for 42% of the cycle. Every ambient element on every page runs on this timing, offset so nothing syncs.

scale .985→1.045 · opacity .42→.86 · 4200ms · --e-breath · infinite

02 · The Wick

Nav and link underline. A one-pixel gradient ignites left to right on scaleX, with an ember glow behind it. Inherited from Kismet Candles and slowed from 450ms to 420ms with the softer entrance curve — the same gesture, spoken more calmly.

The Journal

transform:scaleX(0→1) · 420ms · --e-enter · origin left

03 · The Lift

Every card. Six pixels up over 420ms, border takes the card's accent, and a warm floor-glow fades in 60ms later — the shadow arrives after the object, which is the whole reason it reads as weight rather than a colour change.

translateY(-6px) · 420ms · --e-breath · glow delay 60ms

04 · The Holographic Turn

The one Energetic move, and the only place --e-spark and its 15% overshoot are permitted. A conic gradient rotates at 24s idle and accelerates to 7s on hover; a prism gleam sweeps across; the title splits into rose and prism-ice fringes at 180ms. Kismet Glitter surfaces only.

Glow as armor

conic spin 24s → 7s · gleam 2.2s · chromatic split 180ms · --e-spark

05 · The Turning Month

The homepage's scroll-driven spine. Page progress lights one of eight moon phases, walks an ember around the ring, burns the candle down, and draws the phoenix stroke by stroke. Scrolling is the passage of time — the reader performs the rebirth by reading.

scroll progress → moon index · ring angle · wax height · stroke-dashoffset

06 · The Bloom

Section-scoped payoff, used once per page at most. A stem draws itself over 1800ms, then six petals open on a 90ms stagger with the spark curve. Total sequence 2.2s — the longest thing in the system, and it only fires when the reader has scrolled to it.

stem draw 1800ms --e-breath · petals 760ms --e-spark · stagger 90ms

Choreography rules

Layers

Every scene runs three layers. Primary — the thing the reader follows (a card lifting, a flame flickering). Secondary — support that arrives late (the floor-glow at +60ms, the arrow sliding 5px). Ambient — the background life (the particle canvas, the halo breath, the 90s ring drift). A scene missing the third layer looks cheap; a scene where the third layer competes looks busy.

Stagger & restraint

Reveals stagger at 70ms per element, capped so no group exceeds 400ms total. Never more than a third of visible elements in motion at once. Nothing travels more than a third of the viewport without an intermediate keyframe. Amplitude for anything ambient stays at or under 5% — a halo that pulses ±10% stops being atmosphere and starts being an alert.

Direction

Entrances decelerate and come up (24px), because the whole brand is about rising. Exits accelerate and fade. Nothing in the Premium half overshoots; overshoot is the audible signature of the Glitter half and using it elsewhere blurs the family.

Performance

Transform and opacity only — never animate width, top or box-shadow geometry in a loop. Scroll work runs inside a single requestAnimationFrame tick behind a ticking guard. Particle count is capped at ~110 stars, 34 embers, 20 petals and scales down with viewport width.

Reduced motion

The contract

Under prefers-reduced-motion: reduce, every animation and transition is disabled, the particle canvas is removed from the DOM's paint entirely, and — this is the part that is usually got wrong — every element resolves to its finished state, not its start state. Reveals are opaque and untranslated, the stem is fully drawn, the petals are open, the candle gate's flame is lit, the phoenix is complete. Smooth scrolling is turned off.

The test: load any page with reduced motion on, take a screenshot, and it should be a well-composed still poster with nothing missing and nothing half-drawn. If something is invisible, that is a bug, not a preference.

09 · Layout & grid

Twelve columns, one long breath.

Mobile-first, four columns below 700px, twelve above. Content max-width 1180px; reading measure never exceeds 66 characters regardless of container.

gutter 10–24pxpage pad clamp(1.1rem, 5vw, 3rem)max-width 1180px section pad clamp(4rem, 10vw, 8rem)card radius 20pxpanel radius 26pxpill radius 999px

Breakpoints

640px two-column cards · 760px two-column panels · 860px nav collapses to a menu button · 900px split hero and editorial layouts · 1000px three-column journal grid.

Rhythm

Sections are separated by generous vertical space rather than rules. A hairline gradient rule (ember fading to nothing over 55–70%) marks a major shift and is used at most twice per page.

Density

This is a reading site: prefer fewer, larger blocks. If a section needs more than six cards, it needs a second page. The journal grid is the only place three-up is allowed.

10 · Components

The whole kit is nine pieces.

Everything on all three Rebirth Ritual pages is built from these. Hover any of them — the specified motion is live.

Buttons

Ember is the primary and appears once per section. Ghost is everything else. Glow is a Kismet Glitter link, used nowhere else.

Join the Circle Read the ritual Enter your glow era

Labels & pills

Eyebrow labels take the section accent. Fact pills are outline-only and never coloured in.

This week's ritual Five fates From $8 UV blacklight

Journal card

Accent set per card with --pc and --pc-glow. Whole card is clickable via a stretched link on the "Read" anchor.

Flame Reading

Steady, Dancing, Tears, Crack

A steady flame is focus. A dancing flame is emotion in motion. Four things your candle has been telling you.

5 min readRead →

Newsletter field

Pill input, ember focus ring at 3px / 16% opacity. On success the button turns Sage and pops once at 420ms.

Ritual step list

Roman numerals in the display serif italic, ember. Bold lead-in per step, the rest in Smoke.

I Open the window first. Before the match.
II Light one candle and say the sentence. Not a wish — a fact.

Outbound shop link

Every link leaving the site carries the brand, the campaign and the UTM string. This is non-negotiable: an untagged outbound link is a broken link.

<a data-brand="kismet_candles"
   data-campaign="this-week"
   href="https://kismetcandles.com/?utm_source=rebirthritual
        &utm_medium=referral&utm_campaign=this-week"
   target="_blank" rel="noopener">

Analytics contract

Event	Fires when	Parameters
outbound_shop	Any link to kismetcandles.com or kismetglitter.com is clicked.	`brand` (kismet_candles / kismet_glitter), `campaign`, `link_text`, `link_url`
social_click	A footer or header social icon is clicked.	`platform`, `location`
generate_lead	The Circle form is submitted with a valid address.	`method: newsletter`, `location`

The Measurement ID lives in exactly one place per page: window.RR_GA_ID. Until it is set to a real G-… value the loader no-ops — no script request, no cookie, no console noise beyond one warning on the homepage.

12 · Family rules

Three sites, one universe.

The shared world is: cosmic, witchy-glam, Detroit-made, intention-led. What differs is volume, saturation and pace. A reader should be able to tell which site they are on from a single screenshot with the logo cropped out — and still know all three are the same people.

rebirthritual.com

The calm editorial voice. The parent brand, and the only one that sells nothing.

Palette: Candlelight & Ash — warm, ~30% desaturated
Motion: Premium · 420ms · no overshoot
Type: Cormorant at 300, large and airy
Ground: Ink Night #0B0A10
Job: earn trust, capture email, send traffic out

kismetcandles.com

Kismet Candles

The product site. Electric Rebirth at full strength — neon on graphite, five fates, hard prices.

Palette: Electric Rebirth — full saturation
Motion: Premium, quicker · starfield + embers
Type: Palatino-class serif + Dancing Script
Ground: Graphite Void #1E1E22 / #0D0918
Job: sell 42 skulls in five fates from $8

kismetglitter.com

Kismet Glitter

The loud one. Holographic, blacklight, festival, editorial glam. Glow as armor.

Palette: holographic conic — every hue at once
Motion: Energetic · 180–250ms · overshoot allowed
Type: heavier sans, tighter, more caps
Ground: near-black with a violet cast
Job: sell glitter, UV and prism from $12

The rules that hold it together

One flame, three temperatures. The flame gradient is the family's single most portable asset. Rebirth Ritual runs it warm and slow; Kismet Candles runs it hot and fast; Kismet Glitter replaces it with the holographic sweep. The shape of the flame path is identical across all three.
Dancing Script is the handshake. One line of it per page, in every brand, always as a human aside rather than a headline. It is the fastest way a reader recognises the family, and it stops working the moment it is overused.
Same roles, different volume. Every RR accent has a named parent in Electric Rebirth (see §03). New colours are never invented for RR — they are derived. If a colour cannot be traced to a parent, it does not belong.
Rebirth Ritual never sells; the other two never lecture. If a page on RR has a price and a buy button, it is in the wrong place. If a product page starts explaining the meaning of the equinox, it should link to RR instead.
Traffic flows one way, and it is always tagged. RR → shops, with utm_source=rebirthritual&utm_medium=referral&utm_campaign=<section> on every single outbound link. The shops link back to RR only from a journal or footer, never from a checkout path.
One maker, named, everywhere. Courtney Mason pours it, Detroit made it, Brandon built the site. All three brands say so in the footer. This is the credibility the whole family runs on and it costs nothing to repeat.
Dark first, always. All three sites are dark-ground by default. Light tokens exist for print and email only. A light-mode variant is never shipped without redrawing the flame, because a flame on cream is a different object.
Motion degrades to a poster. Every page in the family must be legible, complete and well-composed with all animation disabled. This is the accessibility floor and it is also a design test: if the still frame is boring, the motion was doing work the layout should have done.

The calm room in a loud house.

The story

Positioning statement

What the site is, and is not

Audience, in order of priority

Primary

Secondary

Tertiary

Taglines

Primary

Secondary

Descriptor (always literal)

Say the true, specific thing. Then stop.

Grounded

Unhurried

Honest about the shop

Do / don't

Do

Don't

Do

Don't

Do

Don't

Do

Don't

Mechanics

House style

Words we use / avoid

Tone by context

Candlelight & Ash.

Core

Editorial accents — one per content pillar

How it relates to Electric Rebirth

Usage rules

Proportion

Contrast & accessibility

Gradients

Light mode

Three voices, strictly cast.

Display · the ritual voice

Utility · the shop voice

Accent · the spell voice

The scale

Rules

Measure & rhythm

Loading

Three ways to draw a beginning.

The Ember Ring

The Rising Mark

The Seed Wordmark

Clear space & misuse

Clear space

Never

Drawn, not downloaded.

Rules

Low light, real hands, one warm source.

Light

Subject

Colour treatment

Crops

What we never use

Fallback (current state)

The shot list to give Courtney

Everything here breathes.

Tokens

Easing

Duration

The five signature moves

01 · The Breath

02 · The Wick

03 · The Lift

04 · The Holographic Turn

05 · The Turning Month

06 · The Bloom

Choreography rules

Layers

Stagger & restraint

Direction

Performance

Reduced motion