diff --git a/docs/brand/brand-kit.md b/docs/brand/brand-kit.md
index f0d9a3c..5998971 100644
--- a/docs/brand/brand-kit.md
+++ b/docs/brand/brand-kit.md
@@ -32,13 +32,27 @@ condescending.
 
 **Voice:** playful, clear, confident, with controlled bursts of nerdy enthusiasm.
 
-**Comedic north star:** a loving spoof of the 90s helper-mascot era — Microsoft's
-Clippy and Jurassic Park's Mr. DNA — with Weird Al "White & Nerdy" energy:
-proudly, self-awarely nerdy, always in on the joke. **The crucial distinction:**
-he channels Clippy's *charm*, never Clippy's *intrusiveness*. Dr. Flask is the
-helper mascot we actually wanted — opt-in, dismissible, fun. We borrow the era's
-vibe, not its sins. (This is why the intro video is click-to-play in a
-dismissible lightbox, never an autoplay nuisance.)
+**Core vibe:** a lovable 90s help mascot with chaotic educational confidence.
+
+**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
+- Weird Al's wholesome nerd chaos
+- early-internet tutorial character meets neon chemistry lab
+
+**The crucial distinction:** he channels Clippy's *charm*, never Clippy's
+*intrusiveness*. Dr. Flask is the helper mascot we actually wanted — opt-in,
+dismissible, fun. We borrow the era's vibe, not its sins (which is why the intro
+video is click-to-play in a dismissible lightbox, never an autoplay nuisance).
+Homage, **not a direct copy** — never literally Clippy, never literally Mr. DNA.
+
+**Signature move (the lane in one line):**
+
+> "It looks like you're about to wipe a Rust server. Would you like help turning
+> that into a controlled reaction?"
+
+Fun, nerdy, persistent, educational — but still genuinely useful. Questionable
+enthusiasm: bubbling aggressively.
 
 **Character rule (the formula):** explain the complex server operation in plain
 English first, *then* add **one** delightful chemistry wink at the end. One. Not