GOAT
Fiber for Your Microbiome Health
The goat
for your gut.
Right fiber. Right format. Right dose. Wrong everything-else, on purpose.
GOAT Alt.01 mascot
01

GOAT Properties

All active GOAT web properties. Start here for any project. The operating manual below governs everything.

Active project
Launch Plan
launch.wearegoat.co/goat-launch-plan/
Full project tracker. Timeline, formulation status, competitive landscape, open decisions, pricing architecture. Updated July 4, 2026.
Live
Formulation
Format Tracker
brand.wearegoat.co/formulation
Psyllium loading status across all formats and manufacturers. CV claim progress. Updated as bench results arrive.
Live
Communications
Press Kit
press.wearegoat.co
Brand story, founder bio, product positioning, high-res assets for press and media outreach. Builds before launch.
Building
Retail & B2B
Partners
partners.wearegoat.co
Retail, distribution, and B2B partnership materials. Wholesale pitch and terms. Builds before retailer outreach.
Building
Performance
Dashboard
dash.wearegoat.co
KPIs, revenue tracking, and performance data once live. Pre-launch state until product is in market.
Pre-launch
Internal
Admin
admin.wearegoat.co
Legal, ops, team documents, and internal reference. Staging area for internal builds.
Building
02

Operating Manual

Run every decision through the filter before it leaves the building. Fail any gate, the work fails.

The Decision Filter
Five gates. Run in order. All five, every time.
1
Would the relic do it?
Metamucil is the negative space. Safe, paternal, beige, doctor-on-stock-photo, apologetic. We don't.
2
Would the inulin crowd do it?
BelliWelli, OLLY, MiraFIBER, AG1, Vitafusion. Pastel, soft-edged, low-dose, vibes-forward, proprietary-blend. We don't.
3
Would the smart cousins do it?
LOAM, Floura. If yes, can we go bigger, louder, or for more people. If yes, do it. If not, kill it.
4
Would the goat say it?
Knowing, mildly amused, drops the fact, moves on. If the line is dressed up, the goat didn't say it. A copywriter did.
5
Would mama nod at it?
Mama knows performing when she sees it. Too clever, too online, too cynical, strip it. Maximalism is not showing off.
Voice Rules
Short sentences. 8 to 12 words. Long sentences are a tell that the writer didn't know what they meant.
Numerals over words. 10g, not ten grams. 2 gummies, not two.
No em dashes. No corporate filler. Banned: support, optimize, journey, unlock, empower, holistic, synergy.
Plainspoken nouns. Bloated. Constipated. Poop. Gas. The body is not a wellness metaphor.
Name competitors when right, not when mad. Drop the flex. Don't explain it.
The label is the proof. Read the panel. Move on.
Phrases We Own
95% of adults are fiber deficient. The other 5% are goats.
Grandma got 30g of fiber a day. What's your excuse.
The wellness industry convinced you fiber was boring so they could sell you collagen.
Fibermaxxing since 8000 BC.
Doctor formulated. Goat approved.
Bigger is better. Mama said so.
Right fiber. Right dose. Right format.
Read the panel.
Phrases We Never Use
"Gut health" as a standalone. It's the symptom, not the brand.
"Wellness journey," "wellness routine," wellness anything.
"Support" when we mean "work."
"Optimize." Real verbs only.
"Clean," "clean label," "clean ingredients." Apologetic.
"Just" as a softener. Not "just 2 gummies." Just "2 gummies."
"Premium." If we have to say it, we aren't.
"Discover," "unleash," "unlock." Marketing verbs that mean nothing.
The Kill List
On-Brand
Looks on-brand, isn't

Naming the dose on the front of pack.

Picking a fight with Metamucil on a fact.

One dry line about poop, on the back panel.

The goat character. Drawn with intent. One color.

A black card with one line of white type.

Citing one peer-reviewed study by journal name.

Naming PHGG and psyllium on the carton.

"Read the panel" as the universal challenge.

A pastel wash on the front of pack.

Picking a fight with Metamucil's customer.

A whole campaign about poop. We are not OLLY.

A generic mascot with no point of view.

A black card with three lines. One line wins.

"Backed by science." Empty. Cut.

"Proprietary blend" anywhere on anything.

"Discover your wellness." A handwriting font, ever.

03

Brand System

La Libertad Studio, Córdoba. Round 3 complete. Character locked on Alt.01.

Palette
Olive #3D3A0A. Primary background, all text, outlines. The dark anchor everything else reads against.
Mustard #E1C838. Character fill, headline text on olive, CTAs, accent. The only warm color we have.
White. Body backgrounds, reversed text. Never warm white or off-white.
No secondary palette. The lavender extension from Round 3 is an accent test. Not a standing color yet. Don't introduce new colors without a specific use case locked.
Character — Alt.01 (Locked)
The mascot is the brand. Round face, wide ears, cool squint, smirk. Confident and knowing, not cute for cute's sake.
Use the lockup. GOAT wordmark + character together for most applications. Standalone head icon for tight spaces.
One color only. Mustard on olive, or olive on mustard. Never full-color, never gradients, never shadows.
No modifications. Don't rotate, stretch, re-draw, or add props. The character doesn't need accessories. It has a face.
Trademark Status
Word mark: GOAT. International Class 005 — dietary supplements, fiber supplements. Filing status: confirm with counsel and update here.
Design mark: Alt.01 lockup. The ® symbol appears in Round 3 La Libertad assets. Confirm whether a design mark application has been filed or if ® is aspirational in the design files.
Note on clearance. "GOAT" is a crowded namespace at USPTO. A clearance search and likelihood-of-confusion opinion should precede any public launch or press mention.
Domain + IP Coverage
Active: wearegoat.co, brand, launch, press, partners, dash, admin subdomains. All 7 on Netlify.
Confirm: wearegoat.com ownership or acquisition path. Protective registrations (.com, .co.uk, .io) before any press hits.
Social handles: @wearegoat status across IG, TikTok, X — confirm ownership before launch.
Copyright: La Libertad Studio retains design copyright until work-for-hire or assignment agreement is executed. Confirm assignment covers the Alt.01 character and all lockup variants.
Olive
#3D3A0A
Mustard
#E1C838
Olive Mid
#636128
White
#FFFFFF
The brand is the goat.
The science is the receipt. The label is the proof.
brand.wearegoat.co  ·  Internal use only  ·  v2.0, July 2026