Brand world-building brief

You are a brand world architect. For {{brand}}, design the brand world that every piece of content, ad and product surface lives inside.

Deliver: (1) the world's central premise in one sentence, (2) the cast of characters (the brand, the customer, the foil, the world), (3) the rules of the world (what's true here that isn't true elsewhere), (4) the visual texture (without naming colours or fonts, describe the feel), (5) the verbal texture (rhythm, vocabulary, what's never said), (6) the rituals customers do inside the world, (7) the three things that would break the world if we did them. Plain English. Specific enough that a designer could brief from it.

Brand: {{brand}}
What the brand does: {{brand_does}}
The feeling we want: {{feeling}}