NamZoed Brand System — Volume I
NamZoedNam
Zoed
Kingdom of Bhutan
Tagline
"Where Trust is the First Transaction"
Mission
To build Bhutan's most trusted digital marketplace — where every Tshongpa is KYC-verified, every buyer shops safely, and every exchange happens with the confidence of a neighbour trading with a neighbour.
01 — Brand Story
Built on a foundation that unverified platforms can't match.
NamZoed was born from a simple observation: Bhutanese commerce was moving online, but trust wasn't moving with it. Social media selling meant ghost profiles, payment-first risks, and no recourse. Bhutan deserved better.
So we built the Trust Fortress — a marketplace where every Tshongpa (seller) undergoes mandatory KYC verification, every identity is confirmed against a Bhutanese CID or Business Licence, and no ghost profiles are permitted. From the weavers of the East to the markets of Thimphu, NamZoed connects verified Bhutanese businesses to buyers across all 20 Dzongkhags.
"Stop scrolling and start trading with confidence. Bhutan's most secure digital marketplace — supporting local, shopping safe."
Our Safe Exchange Points — supervised NamZoed office locations — let buyers meet sellers in person, inspect the goods, and complete the exchange under the watch of NamZoed officers. Every listing, every conversation, every handoff: purposefully designed to move Bhutan's economy forward on its own terms, aligned with the values of Gross National Happiness.
02 — The Name
NamZoed
Origin — Kingdom of Bhutan
A name rooted in the language and spirit of Bhutan
Nam
Namthose — God of Wealth
From Namthose, the Guardian of the North and God of Wealth — the divine benefactor who bestows abundance on the virtuous.
Zoed
Bangzoed — Basket / Vessel
From Bangzoed — a vessel or basket. The container that holds everything you need, endlessly replenished.
Origin — Namthose ghi Bangzoed
"The Basket of the God of Wealth."
NamZoed draws its name from Namthose ghi Bangzoed — the sacred basket of Namthose, the Bhutanese Guardian of the North who bestows jewels, gold, and treasures on those who are virtuous and faithful. Just as Namthose's basket overflows with abundance for the deserving, NamZoed is the platform where every need is met — a marketplace of trust where everything you want is within reach.
03 — Brand Values
The Trust Fortress
Every Tshongpa on NamZoed is KYC-verified against a Bhutanese CID or Business Licence. No ghost profiles. No anonymous sellers. The Trust Fortress is not a feature — it is the entire foundation.
Empowering the Tshongpa
From the weaving looms of the East to the markets of the West, NamZoed gives verified Bhutanese sellers national visibility, a permanent digital storefront, and the authority of a verified badge.
Safe Exchange
Our supervised Exchange Points let buyers meet sellers in person, inspect goods, and complete trades under the watch of NamZoed officers — eliminating payment-first risk entirely.
GNH Centric
We don't just move goods — we move our nation forward. Every listing supports a local artisan, a local business, or a local service provider. Commerce aligned with Gross National Happiness.
Live Commerce
Tshongpas host live commerce sessions to demonstrate craftsmanship in real time. Buyers join, ask questions live, and purchase with certainty before ever meeting the seller in person.
04 — Color System
Six colors. Each drawn from Bhutan's landscape, ceremony, and spirit.
Himalayan Ink
oklch(0.11 0.008 30)
All body text, headings, and UI labels. Never use as a page background — white only.
High Pass Cream
oklch(0.985 0.006 75)
All page backgrounds and card surfaces. Warm rather than pure white — never cold.
Temple Stone
oklch(0.56 0.005 30)
Captions, metadata, secondary labels, placeholder text. Quiet but purposeful.
Monsoon Pearl
oklch(0.94 0.004 75)
Section dividers, alternating row backgrounds, input surfaces. The space between.
Logo Gold
oklch(0.80 0.12 76)
Used exclusively within the NamZoed logo mark and wordmark. Do not apply to any UI element, background, or illustration outside of the logo asset itself.
Logo Navy
oklch(0.30 0.09 236)
Used exclusively within the NamZoed logo mark and wordmark. Do not apply to any UI element, background, or illustration outside of the logo asset itself.
Correct Usage
Prohibited
05 — Typography
Display — Playfair Display
AaBbCc
AaBbCc
Serif — Google Fonts — OFL License
Role
All headlines, hero text, pull quotes, wordmark. The soul of the brand voice — authoritative, editorial, unmistakable.
Usage
Use italic for emphasis and pull quotes. Bold for hero text. Regular weight is reserved for large-scale decorative use only.
Body — Geist Sans
AaBbCc
AaBbCc
Sans-serif — Vercel / Google Fonts — OFL License
Role
All UI text, body copy, labels, metadata, navigation, buttons. Clean, modern, highly legible at every size.
Usage
Regular (400) for body. Medium (500) for labels. Semibold (600) for UI elements. Never use in headlines — that is Playfair's domain.
Type Scale
06 — Logo & Wordmark
Primary — Light Background
NamZoedVariation — Pearl Background
NamZoedOn Brand Navy — Permitted
NamZoedBrand Mark — Isolated
NamZoedClear Space
Maintain a minimum clear space equal to the height of the logo mark on all sides of the wordmark. Never crowd the logo.
Minimum Size
The wordmark should never appear smaller than 120px wide in digital contexts. The mark in isolation should never be smaller than 24px.
Prohibited
Do not rotate, stretch, recolour, shadow, outline, or place the wordmark on busy photographic backgrounds without an overlay.
07 — Voice & Tone
"We speak like a trusted guide, not a sales pitch."
NamZoed speaks with warmth and authority. We know this country, its culture, and its rhythms. We are direct without being cold, friendly without being casual, and proud without being boastful.
Considered
We choose words carefully. Every word earns its place.
Grounded
We reference Bhutan authentically. We don't perform culture.
Confident
We don't hedge. We state things clearly and stand by them.
Human
Technology serves people. We never lose sight of that.
Examples
We say
- Every Tshongpa is KYC-verified. Shop with confidence.
- Meet, inspect, and trade at your nearest Safe Exchange Point.
- Where Trust is the First Transaction.
- Support local. Shop safe. Grow your business.
- Your verified badge tells buyers you are a legitimate Bhutanese business.
We don't say
- Congrats! 🎉 Your package is zooming to its destination!
- The ultimate all-in-one lifestyle super-platform experience.
- We're disrupting the Bhutanese digital ecosystem.
- Synergise your daily workflows with our cutting-edge solution.
- Why risk it? (without offering the alternative)
08 — Art Direction
Landscape & Architecture
The world beyond the phone
Dzongs, mountain ridges, prayer flags against blue sky, monasteries in morning mist. Aspirational but authentic — we show Bhutan as Bhutanese people know it, not as tourists imagine it.
People & Moments
Real life, beautifully seen
Unstaged, natural light whenever possible. Bhutanese people using NamZoed in their daily lives — at markets, in offices, in temples, on mountain roads. Dignity always. Authenticity always.
Abstract & Geometric
Pattern as cultural language
Inspired by traditional Bhutanese textile patterns (kishuthara, mathangmathra) and Buddhist geometric motifs. Used sparingly as texture, never as decoration. Always monochromatic or two-colour maximum.
Always
- High contrast, intentional composition
- Natural light or well-motivated artificial light
- Subjects with clear agency and dignity
- Colour grade that complements the brand palette
- Deep focus or shallow focus — never muddy middle ground
Never
- ×Stock photo clichés — handshakes, skylines, abstract blur
- ×Heavy filters, over-saturation, or vintage effects
- ×Stereotyped or exoticised depictions of Bhutanese culture
- ×Photography that centres foreigners' gaze
- ×Inconsistent aspect ratios within a single layout
09 — Digital Presence
NamZoed.com — the source of truth.
All editorial content, news, features, and brand updates are hosted at namzoed.com. The app surfaces this content natively. The web presence is not a separate entity — it is the same brand, the same voice, the same standards.
Content fetched from namzoed.com should be presented within the brand's typographic system — Playfair Display headings, Geist body, brand color accents, and consistent spacing.
Web (namzoed.com)
Full brand guidelines apply. Editorial layout, full typography system.
iOS App
SF Pro + Geist hybrid. Playfair Display for modal/feature headers only. Logo Navy for primary actions.
Android App
Roboto + Geist hybrid. Same hierarchy. Logo Navy as primary action color.
Social (Instagram, X)
Square and vertical formats. Wordmark always visible. Consistent grid ratio.
10 — Motion & Animation
Motion is meaning. Every animation earns its place.
NamZoed uses two animation libraries with distinct roles — Framer Motion for declarative React UI state and page transitions, GSAP for imperative timeline-driven sequences and scroll-choreographed reveals. Never use both on the same element simultaneously.
Purposeful
Every animation communicates a state change, a hierarchy, or a spatial relationship. Decoration for its own sake is prohibited.
Respectful
Honour prefers-reduced-motion. All animations must have a static fallback. Motion is an enhancement, never a requirement.
Bhutanese Tempo
Inspired by the unhurried confidence of Bhutanese craft — deliberate, never rushed, nothing excessive. Default easing: unfurl.
Duration Scale
instant
100ms
fast
200ms
default
350ms
gentle
500ms
dramatic
800ms
cinematic
1200ms
Named Easing Curves
unfurl
cubic-bezier(0.16, 1, 0.3, 1)
crisp
cubic-bezier(0.34, 1.56, 0.64, 1)
mountain
cubic-bezier(0.4, 0, 0.2, 1)
retreat
cubic-bezier(0.4, 0, 1, 1)
Idle Animations
Always running. Ambient motion that reinforces brand presence without demanding attention. Use GSAP repeat: -1, yoyo: true for looping tweens.
01 — Breathing mark
Breathing pulse · GSAP idle loop
02 — Float card
Marketplace
NamZoed
Float card · GSAP idle loop
03 — Shimmer text
Shimmer loop · GSAP idle loop
Hover Animations
Triggered by cursor intent. Immediate feedback — enter latency under 300 ms, exit under 250 ms. Use GSAP mouseenter / mouseleave for imperative control.
04 — Fill on hover
Fill flood · GSAP hover
05 — Card lift
Service
Logistics
Hover to lift
Card lift · GSAP hover
06 — Underline draw
Underline draw · GSAP hover
Scroll Animations
Triggered when elements enter the viewport. Scroll back up to replay. Use Framer Motion useInView for React components, GSAP ScrollTrigger for page-level choreography.
07 — Stagger reveal
Stagger reveal
Marketplace
Services
Livestream
Chat
Logistics
Social
08 — Count up
0
Users · count-up
09 — Wipe reveal
Wipe reveal
Where Trust
is the First
Transaction.
11 — Document & Print Collateral
Every document is a brand touchpoint.
From a contract signed in Thimphu to a letterhead dispatched to a Tshongpa in Bumthang, every NamZoed document must carry the same visual authority. These guidelines cover letterhead, contracts, word documents, and presentations.
Universal Document Rules
Logo placement
Always top-left on portrait documents. Top-left on landscape/slides. Minimum clear space equal to the logo height on all sides. Never stretched, rotated, or recoloured.
Typography
Playfair Display for document titles and major headings. Geist (or system sans-serif fallback) for all body, captions, and running text. Never use decorative or novelty fonts.
Colour restraint
White background only. Logo Navy (#094569) for rules, borders, and accent lines. Logo Gold (#EDC06D) sparingly for highlight elements. No other background colours.
01 — Letterhead (A4 / Letter)
Used for all official NamZoed correspondence — partner letters, offer letters, Tshongpa communications, and government submissions.
NamZoed
Bhutan's Marketplace of Trust
namzoed.com
support@namzoed.com
Kingdom of Bhutan
21 March 2026
Recipient Name
Organisation / Dzongkhag
Kingdom of Bhutan
Subject: Official Communication
Yours sincerely,
Authorised Signatory
NamZoed · Kingdom of Bhutan
namzoed.com
support@namzoed.com
Kingdom of Bhutan
02 — Presentation (16 : 9)
Used for investor decks, partner pitches, product showcases, and Tshongpa onboarding. Always 16:9 widescreen. Never 4:3.
Two Approved Decks
Minimalist — White ground, single navy hairline, generous air. For formal investor or government audiences where restraint signals authority.
Maximalist — Full navy ground, gold accents, bold typography. For Tshongpa onboarding events, product launches, and trade fairs where energy matters.
Minimalist Deck
Title
Confidential · 2026
The Future of
Bhutanese Trade.
NamZoed · Marketplace of Trust
NamZoed
Content
01 — Trust Fortress
KYC Verification at Scale
Verified Identity
Safe Exchange
GNH Centric
3 / 12
NamZoed
Data / Chart
04 — Growth
Platform Adoption · 2026
Verified Tshongpas
2,340
Active Buyers
8,120
Dzongkhags Active
20 / 20
Safe Exchange Points
130
5 / 12
NamZoed
Table
06 — Verification
KYC Tier Requirements
Tier
Document
Requirement
Status
Basic
CID / Passport
Mandatory
✓ Live
Business
Business Licence
If applicable
✓ Live
Premium
Tax Registration
Nu 5L+ sellers
◐ Beta
Partner
MOA + KYC
SEP operators
— Soon
7 / 12
NamZoed
Pull Quote
“
Where Trust is the
First Transaction.
NamZoed Brand Tagline — Kingdom of Bhutan
NamZoed
Agenda
Today's Agenda
NamZoed Partner Briefing
01
The NamZoed Story
5 min
02
Trust Fortress Model
10 min
03
Platform Walkthrough
15 min
04
Tshongpa Onboarding
10 min
05
Q & A
Open
2 / 12
NamZoed
Maximalist Deck
Title
NamZoed
Confidential · 2026
The Future of
Bhutanese Trade.
NamZoed · Marketplace of Trust
NamZoed
Content
Nam
Zoed
Trust Fortress
3 / 12
KYC Verification at Scale
Verified Identity
Safe Exchange
GNH Centric
Data / Chart
Nam
Zoed
Growth
5 / 12
Platform Adoption · 2026
Verified Tshongpas
2,340
Active Buyers
8,120
Dzongkhags
20 / 20
Exchange Points
130
Table
Nam
Zoed
KYC Tiers
7 / 12
KYC Tier Requirements
Tier
Document
Requirement
Status
Basic
CID / Passport
Mandatory
✓ Live
Business
Business Licence
If applicable
✓ Live
Premium
Tax Registration
Nu 5L+ sellers
◐ Beta
Pull Quote
“
Where Trust is the
First Transaction.
NamZoed Brand Tagline — Kingdom of Bhutan
NamZoed
Section Divider
Section Two
The Trust
Fortress
KYC · Safe Exchange · GNH
NamZoed
03 — Word Document / Report
For internal reports, policy documents, guidelines, and multi-page communications that require structured sections and consistent hierarchy.
NamZoed
Tshongpa Onboarding Guide
Section 1
Getting Started as a Verified Tshongpa
1.1 KYC Verification Requirements
Document
Requirement
Status
CID / Passport
Mandatory
✓
Business Licence
If applicable
✓
Tax Registration
For sellers above threshold
—
© 2026 NamZoed
5
namzoed.com
04 — Contract Document
For Tshongpa agreements, partnership contracts, Safe Exchange Point operator agreements, and service-level commitments.
NamZoed
REF: NZ-AGR-2026-001
Tshongpa Verified Seller Agreement
Entered into as of 21 March 2026
Parties
NamZoed, a registered entity under the laws of the Kingdom of Bhutan ("Platform");
Seller Name / Business, KYC-verified Tshongpa ("Seller").
1. DEFINITIONS
2. OBLIGATIONS OF THE SELLER
3. SAFE EXCHANGE POINT USAGE
NamZoed
Signature & date
Official seal
Seller / Tshongpa
Signature & date
Official seal
NZ-AGR-v1.0
1 / 4
© 2026 NamZoed
05 — Envelope & Business Card
DL Envelope (220 × 110 mm)
Minimalist
NamZoed
namzoed.com · Kingdom of Bhutan
STAMP
Recipient Name
Thimphu Dzongkhag, Bhutan 11001
Maximalist
NamZoed
Bhutan's Marketplace of Trust
STAMP
Recipient Name
Thimphu Dzongkhag, Bhutan 11001
namzoed.com
Kingdom of Bhutan
Business Card (85 × 55 mm)
Minimalist — The Atelier
Engraved white, ink ground
Front
NamZoed
Bhutan's Marketplace of Trust
namzoed.com
Back
Sonam Dorji
Tshongpa Relations
sonam@namzoed.com
namzoed.com
NamZoed
Maximalist — La Couture
Lattice navy, gold ground
Front
NamZoed
Marketplace of Trust
namzoed.com
Back
NamZoed
Sonam Dorji
Tshongpa Relations
sonam@namzoed.com
namzoed.com