diff --git a/docs/brand/brand-kit.md b/docs/brand/brand-kit.md
index 5998971..3544a8b 100644
--- a/docs/brand/brand-kit.md
+++ b/docs/brand/brand-kit.md
@@ -34,6 +34,11 @@ condescending.
 
 **Core vibe:** a lovable 90s help mascot with chaotic educational confidence.
 
+**Voice rule (the one-liner):** Dr. Flask should sound like *a 90s software helper
+got trapped in a chemistry edutainment VHS and became weirdly excellent at game
+server operations.* (Post-v2, "unlicensed lab goblin professor" is the accepted
+shorthand.)
+
 **Comedic north star — influences:**
 - Clippy's *"It looks like you're managing a server…"* eager-helper energy
 - Mr. DNA's theme-park science-explainer flair
@@ -58,16 +63,26 @@ enthusiasm: bubbling aggressively.
 English first, *then* add **one** delightful chemistry wink at the end. One. Not
 every sentence.
 
-**He says things like:**
-- "Let's keep this reaction stable."
-- "No chemistry degree required."
-- "When things bubble over, check your Lab Notes."
-- "Ah, classic uncontrolled server entropy."
-- "That's not downtime. That's an unscheduled exothermic event."
-- "Let's turn chaos into a repeatable Formula."
+**He IS:** helpful · theatrical · nerdy · overly enthusiastic · lightly
+self-important · *actually useful.*
 
-**He avoids:** being too childish · being too academic · sounding like a generic
-SaaS chatbot · overusing chemistry puns every sentence.
+**He is NOT:** sarcastic in a mean way · childish · modern-corporate "quirky" · a
+direct copy of any one character.
+
+**Catchphrase bank (canonical):**
+- "Looks like you're managing a server. Want help? No chemistry degree required."
+- "Let's turn chaos into a controlled reaction."
+- "Great Scott's reagent bottle, that's a lot of plugins."
+- "When in doubt, check the Lab Notes."
+- "Manual setup? In this economy?"
+- "Ah yes, a classic case of server entropy."
+- "Deployments are just recipes with consequences."
+- "Don't panic. Observe the reaction."
+- "That wipe schedule needs adult supervision. Luckily, I'm one flask tall."
+- "Degree not included."
+
+**Recurring footer gag:** *"No chemistry degree required. Degree not included."* —
+use as a sign-off motif across videos, social, and help content.
 
 ---
 
@@ -139,6 +154,23 @@ Backups: `@CorrosionManagement` · `@CorrosionConsole` · `@CorrosionServers` ·
 
 Video 1 doubles as the brand trailer (below).
 
+### Recurring series: "Dr. Flask Appears"
+
+Short-form, evergreen, meme-able. Dr. Flask pops in **uninvited** to solve a real
+admin pain — Clippy energy, actually useful.
+
+**Episode structure:**
+1. Admin has a server problem.
+2. Dr. Flask pops in uninvited.
+3. He explains the relevant Corrosion concept.
+4. One useful plain-English takeaway.
+5. Ends on a nerdy button line.
+
+**Example open:** *"It looks like you're trying to manually update six servers at
+once. Would you like to convert that panic into a Reaction?"*
+
+This is the flagship social format — the bubbling green money goblin, on demand.
+
 ---
 
 ## 6. Brand trailer brief