Najell Pipeline

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Product Rules
Product Names
English DE SV DA NO NL FR FI
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Color Names · Never translated
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Three English output variants. During the English terminology pass, each row rewrites the Avoid phrase to the Use phrase — whole-word and case-preserving. ROW = source text as-is; US starts empty (identical to ROW today, diverges as you add terms); UK carries the British-English divergence list.

US English · writes to en-us
AvoidUse instead
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UK English · writes to en-gb
AvoidUse instead
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Rest-of-World English · writes to en-ww, en-eu, en-at, en-be, en-dk, en-nl, en-fi, en-fr, en-de, en-no, en-se, en-ch
AvoidUse instead
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Brand Voice

🔒
Najell creates Scandinavian Affordable Premium products so that you can feel Free as a Parent.

The compass question: Does the reader close this page feeling competent, calm, and seen — or anxious, small, or excluded?

Voice is
Empowering Smart Aspirational Self-assured Affirming
Voice is never
Corporate Scaremongering Luxury-distant Preachy Comparative-negative

Translation Rules

🔒
  • Color names stay in English (never translate).
  • No fear hooks or scaremongering in any language.
  • Pain points acknowledged lightly — always pivot to positive.
  • Informal "you" in all languages (du/tu/je/sinä, never Sie/vous/u).

Per-Language Risk Words

· Editable
Language Avoid Use instead Note
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Signature Phrases

🔒 · Source: lib/brand-context.js BRAND_LOAD_PHRASES
English DE SV DA NO FI FR NL