# Designer Brief: 5 Gap PDP Slides

**Product:** SETU Sparkling Sparkling Creatine (Berry Lemonade)
**Match the style of:** `creative-output/creatine/_archive/pdp-slides-trubeet-deprecated/generated-v2/01-20` — same fonts, colors, product renders, layout quality.
**Product render:** Use the same box + sachet render from the existing PDP set.
**Format:** 1080x1080px square (same as existing set)
**AI mood references:** `creative-output/creatine/ads/new-slides/` (use for scene/mood direction only — these do NOT have the real product)

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## Design System (match existing PDP v2 slides)

- **Fonts:** Barlow Condensed 900 (headlines), Barlow 400-500 (body)
- **Colors:** Pink #E8387A, Berry #C4336A, Deep #7A1040, Cream #FDF6F0
- **Product:** Box + sachet visible in every slide (same render as slides 01-20)
- **Alternating:** Dark/light backgrounds (match the rhythm of the existing set)
- **Slide number:** Top-right corner, subtle (21/25, 22/25, etc.)

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## Slide 21 — THE 3PM UPGRADE (WFH / Energy angle)

**Purpose:** Reach the Energy-Depleted Professional who crashes at 3pm. No existing slide covers the WFH/desk context.

**Headline:** THE 3PM UPGRADE.
**Subhead:** Your brain runs on creatine. Feed it.

**Layout:**
- Background: Warm afternoon light, modern home office/desk setting (similar vibe to slide 07 kitchen but at a desk)
- Product: Box + sachet on desk, next to a glass with sparkling berry drink and fizz
- A laptop and half-finished coffee cup pushed to the side (the coffee is being replaced)
- Copy left-aligned, product right

**Body copy:**
- Creatine fuels the phosphocreatine system — your brain's rapid energy source
- Not a stimulant. No jitters. No crash.
- 2g Creatine HCL + L-Carnitine + Beetroot Extract

**Bottom bar:** ₹50/DAY — LESS THAN YOUR AFTERNOON COFFEE. | SHOP NOW

**Mood reference:** `new-slides/21-wfh-3pm-upgrade-1080x1080.png`

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## Slide 22 — THE PERIMENOPAUSE STUDY (Women 38-50 angle)

**Purpose:** Reach the Midlife Muscle Keeper. The CONCRET-MENOPA trial is a key differentiator no competitor can claim. No existing slide covers this.

**Headline:** CREATINE + PERIMENOPAUSE. THE DATA IS IN.
**Subhead:** 2025 clinical trial. Women only. Real results.

**Layout:**
- Background: Warm, bright, empowering — NOT clinical. Think slide 15 "Who Is This For" energy but focused on one persona
- Product: Box + sachet centered
- A confident woman 40-50 visible (similar to the Midlife Muscle Keeper photo from slide 15)

**Body copy (stat callouts):**
- CONCRET-MENOPA Trial (2025, peer-reviewed)
- Improved mood in perimenopausal women
- Faster reaction time
- Zero serious adverse events
- "Not HRT. Not caffeine. A third option."

**Bottom bar:** CLINICALLY STUDIED FOR WOMEN OVER 35. | LEARN MORE

**Mood reference:** `new-slides/22-perimenopause-1080x1080.png`

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## Slide 23 — WHAT DAL CAN'T GIVE YOU (Vegetarian angle)

**Purpose:** 70% of India is predominantly vegetarian. Creatine is found almost exclusively in meat and fish. Vegetarians have the lowest baseline creatine stores — and the most to gain from supplementation. No existing slide covers this.

**Headline:** WHAT DAL CAN'T GIVE YOU.
**Subhead:** Creatine is found in meat and fish. If you're vegetarian, your stores are likely the lowest.

**Layout:**
- Background: Warm kitchen scene, Indian home aesthetic
- Left side: A beautiful bowl of dal, roti, vegetables — real Indian food, respectful and appetizing
- Right side: Product box + sachet + sparkling glass
- NOT a "dal is bad" message. The framing is "dal is great, AND you need creatine too"

**Body copy:**
- Creatine is naturally found in red meat and fish
- Vegetarians show 20-30% lower baseline creatine stores
- Supplementation has more headroom — you may benefit more
- 2g Creatine HCL, naturally flavoured, vegetarian-friendly

**Bottom bar:** SUPPLEMENTS THAT COMPLEMENT YOUR DIET. | ₹50/DAY

**Mood reference:** `new-slides/23-vegetarian-gap-1080x1080.png`

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## Slide 24 — THE SETU STACK (Cross-sell / Ecosystem angle)

**Purpose:** 200,000+ existing SETU customers. Cross-sell creatine to skin/collagen/protein buyers. No existing slide shows the product family together.

**Headline:** STRONG BODY. RADIANT SKIN. SHARP MIND.
**Subhead:** The SETU stack — everything works better together.

**Layout:**
- Background: Clean cream/marble surface, premium flat-lay style (similar energy to slide 10 trust but as a product family shot)
- Center: Sparkling Creatine box + sachet (hero, slightly elevated or larger)
- Surrounding: 2-3 other SETU products (Skin: Youthful collagen, Plant Protein, Sleep Restore) — smaller, supporting
- Botanical elements scattered (berries, lime, flowers — match the fruit styling from hero photos)

**Body copy:**
- Creatine for muscle, tone & brain → NEW
- Collagen for skin elasticity & glow
- Plant Protein for daily protein needs
- Sleep Restore for recovery & rest
- "You trust SETU for skin. Now try muscle + brain."

**Bottom bar:** SHOP THE STACK | SETU.IN

**Mood reference:** `new-slides/24-cross-sell-ecosystem-1080x1080.png`

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## Slide 25 — WHAT IS CREATINE? (Creatine 101 / Explainer)

**Purpose:** For the most unaware audience. Many Indian women have never heard of creatine, or associate it only with gym bros. This is the entry-level explainer. No existing slide covers this basic education.

**Headline:** WHAT IS CREATINE? (AND WHY YOU PROBABLY NEED IT)
**Subhead:** It's not a steroid. It's not a protein. It's your body's rapid energy system.

**Layout:**
- Background: Light, educational, warm cream — think textbook-meets-wellness (not clinical)
- Simple diagram: Brain icon + Muscle icon, connected by "ATP ENERGY" pathway
- Product: Box + sachet at bottom
- Clean, minimal — this is about education, not selling

**Body copy (3 key facts):**
1. Your body already makes creatine. Supplementing tops up the tank.
2. 20% of your energy goes to your brain. Creatine fuels that.
3. 16 clinical trials, 492 participants — memory, processing speed, attention all improved.

**Tone:** Friendly, approachable, zero jargon. Like explaining to a curious friend.

**Bottom bar:** SUPPLEMENTS THAT MAKE SENSE. | LEARN MORE AT SETU.IN

**Mood reference:** `new-slides/25-creatine-101-1080x1080.png`