Item	Details	Extra
The Donkey Tidings Companion	A companion, not a mascot. Intentionally unnamed by the brand. Customers may name their companion, leave it unnamed, or simply call it "the donkey." The donkey's role matters more than its name. **
Product	The Donkey Tidings Companion — one unnamed donkey, interchangeable seasonal accessories.	Same donkey. New season. Still here.
Principle	We do not push. We remain present.	Promise
Promise	The donkey is constant while life changes.	Promise

Taglines:

The brand is an iceberg. Four depths, all valid, no level required:

Surface — cute donkey, stories, entertainment, music.
Middle — companionship, recovery, grief, resilience, hope.
Deep — stewardship, purpose, acceptance, the Bridge, constancy, vigilance.
Deepest — Christian theology, grace, the anonymous donkey motif, spiritual formation.

Tone: Plainspoken. Honest. Slightly wry. Non-performative. The door is open. Donkey Tidings is here if you need it.

What we never do: Push. Over-explain. Romanticize harm. Insist on a depth. Name the donkey for the customer. Close the imaginative space.

What we always do: Show up. Carry what is given. Walk alongside. Leave room for the customer to meet the work where they are.