{
  "schemaVersion": 1,
  "concept": "Everyday Goods Bureau",
  "note": "100 original concepts; 50 selected. Modern affectionate retro parodies, not historical advertisements or real sponsors. No political slogans.",
  "selectionCriteria": [
    "Peaceful, tasteful and kind",
    "Recognisable ordinary product",
    "Short legible headline",
    "Distinct joke in repeated rotation",
    "Original wording; no endorsements or health claims"
  ],
  "ideas": [
    {
      "id": "everyday-milk",
      "product": "Milk",
      "title": "Still white. Still available without a subscription.",
      "description": "An uncomplicated addition to breakfast.",
      "illustration": "bottle",
      "palette": "blue",
      "rank": 1,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-onions",
      "product": "Onions",
      "title": "Many layers. No premium tier.",
      "description": "A modest vegetable with considerable depth.",
      "illustration": "onion",
      "palette": "ochre",
      "rank": 2,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-potatoes",
      "product": "Potatoes",
      "title": "Now with the familiar potato flavour.",
      "description": "Boil, bake, or consider your options.",
      "illustration": "potato",
      "palette": "rust",
      "rank": 3,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-bread",
      "product": "Bread",
      "title": "A daily breakthrough in being bread.",
      "description": "No roadmap. Just a loaf.",
      "illustration": "bread",
      "palette": "ochre",
      "rank": 4,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-butter",
      "product": "Butter",
      "title": "Spread the good news thinly.",
      "description": "Breakfast has sufficient leverage already.",
      "illustration": "butter",
      "palette": "ochre",
      "rank": 5,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-garlic",
      "product": "Garlic",
      "title": "Small cloves. Strong opinions.",
      "description": "Suitable for dinner and firm boundaries.",
      "illustration": "onion",
      "palette": "mint",
      "rank": 6,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-carrots",
      "product": "Carrots",
      "title": "Orange, with no announcement.",
      "description": "A useful development in the vegetable drawer.",
      "illustration": "carrot",
      "palette": "rust",
      "rank": 7,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-cabbage",
      "product": "Cabbage",
      "title": "A well-rounded individual.",
      "description": "Keeps its many thoughts to itself.",
      "illustration": "onion",
      "palette": "mint",
      "rank": 8,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-peas",
      "product": "Peas",
      "title": "Small units. Excellent teamwork.",
      "description": "Several green reasons to use a saucepan.",
      "illustration": "peas",
      "palette": "mint",
      "rank": 9,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-apples",
      "product": "Apples",
      "title": "Please accept this crisp proposal.",
      "description": "A meeting that could have been a snack.",
      "illustration": "apple",
      "palette": "rust",
      "rank": 10,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-pears",
      "product": "Pears",
      "title": "Less crunch. More diplomacy.",
      "description": "Ripeness will reply in its own time.",
      "illustration": "apple",
      "palette": "ochre",
      "rank": 11,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-plums",
      "product": "Plums",
      "title": "A seasonal matter of great importance.",
      "description": "Brief availability. Lasting jam potential.",
      "illustration": "apple",
      "palette": "blue",
      "rank": 12,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-radishes",
      "product": "Radishes",
      "title": "Quiet packaging. Lively interior.",
      "description": "A small surprise for the lunch committee.",
      "illustration": "carrot",
      "palette": "rust",
      "rank": 13,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-beetroot",
      "product": "Beetroot",
      "title": "A lasting impression on the tablecloth.",
      "description": "Colourful contributions should be handled carefully.",
      "illustration": "apple",
      "palette": "rust",
      "rank": 14,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-cucumber",
      "product": "Cucumber",
      "title": "Cool without making a fuss.",
      "description": "A measured response to a warm afternoon.",
      "illustration": "carrot",
      "palette": "mint",
      "rank": 15,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-mushrooms",
      "product": "Mushrooms",
      "title": "The forest has submitted a proposal.",
      "description": "Identify properly. Curiosity is not an ingredient.",
      "illustration": "mushroom",
      "palette": "ochre",
      "rank": 16,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-lentils",
      "product": "Lentils",
      "title": "Very small. Quite organised.",
      "description": "The cupboard's dependable little department.",
      "illustration": "peas",
      "palette": "rust",
      "rank": 17,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-beans",
      "product": "Beans",
      "title": "A patient investment in lunch.",
      "description": "Please allow time for soaking.",
      "illustration": "peas",
      "palette": "ochre",
      "rank": 18,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-oats",
      "product": "Oats",
      "title": "A calm start to a complicated day.",
      "description": "Breakfast does not require a press conference.",
      "illustration": "bread",
      "palette": "ochre",
      "rank": 19,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-flour",
      "product": "Flour",
      "title": "Potential bread. Pending action.",
      "description": "A promising pile with excellent baking prospects.",
      "illustration": "bag",
      "palette": "ochre",
      "rank": 20,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-salt",
      "product": "Salt",
      "title": "One small adjustment may be enough.",
      "description": "A restrained contribution to the soup.",
      "illustration": "bag",
      "palette": "blue",
      "rank": 21,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-tea",
      "product": "Tea",
      "title": "A warm reply to almost everything.",
      "description": "Let it steep before forming an opinion.",
      "illustration": "cup",
      "palette": "mint",
      "rank": 22,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-coffee",
      "product": "Coffee",
      "title": "Office hours begin after this.",
      "description": "Further discussion is postponed briefly.",
      "illustration": "cup",
      "palette": "rust",
      "rank": 23,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-cocoa",
      "product": "Cocoa",
      "title": "Dark outlook. Warm delivery.",
      "description": "Forecast: a comfortable mug.",
      "illustration": "cup",
      "palette": "ochre",
      "rank": 24,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-honey",
      "product": "Honey",
      "title": "A slow-moving success story.",
      "description": "Please do not rush the bees.",
      "illustration": "jar",
      "palette": "ochre",
      "rank": 25,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-jam",
      "product": "Jam",
      "title": "Summer, filed for later.",
      "description": "A seasonal archive suitable for toast.",
      "illustration": "jar",
      "palette": "rust",
      "rank": 26,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-soup",
      "product": "Soup",
      "title": "Several vegetables have reached agreement.",
      "description": "The minutes will be served warm.",
      "illustration": "cup",
      "palette": "rust",
      "rank": 27,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-porridge",
      "product": "Porridge",
      "title": "Low drama. High spoon compatibility.",
      "description": "A quiet decision for breakfast.",
      "illustration": "cup",
      "palette": "ochre",
      "rank": 28,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-lemon",
      "product": "Lemons",
      "title": "A sharp observation, politely delivered.",
      "description": "One slice can clarify the situation.",
      "illustration": "apple",
      "palette": "ochre",
      "rank": 29,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-water",
      "product": "Water",
      "title": "A clear statement.",
      "description": "Refills remain a sensible idea.",
      "illustration": "bottle",
      "palette": "blue",
      "rank": 30,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-raincoat",
      "product": "Raincoats",
      "title": "Confidence, with a hood.",
      "description": "Designed for forecasts that change their mind.",
      "illustration": "coat",
      "palette": "blue",
      "rank": 31,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-umbrella",
      "product": "Umbrellas",
      "title": "A small roof with a handle.",
      "description": "Outdoor coverage, subject to wind.",
      "illustration": "umbrella",
      "palette": "blue",
      "rank": 32,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-boots",
      "product": "Boots",
      "title": "A grounded approach to wet conditions.",
      "description": "Two practical arguments for leaving the house.",
      "illustration": "boot",
      "palette": "rust",
      "rank": 33,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-socks",
      "product": "Socks",
      "title": "Two is the recommended number.",
      "description": "Matching remains a personal ambition.",
      "illustration": "boot",
      "palette": "ochre",
      "rank": 34,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-mittens",
      "product": "Mittens",
      "title": "Keep your opinions warm.",
      "description": "Five fingers. One shared office.",
      "illustration": "coat",
      "palette": "rust",
      "rank": 35,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-scarf",
      "product": "Scarves",
      "title": "Long-term neck planning.",
      "description": "A flexible response to a cold morning.",
      "illustration": "coat",
      "palette": "mint",
      "rank": 36,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-basket",
      "product": "Baskets",
      "title": "A portfolio you can actually carry.",
      "description": "Diversification may include pears.",
      "illustration": "basket",
      "palette": "ochre",
      "rank": 37,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-broom",
      "product": "Brooms",
      "title": "A clean sweep of yesterday's crumbs.",
      "description": "No dashboard. Immediate results.",
      "illustration": "broom",
      "palette": "mint",
      "rank": 38,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-soap",
      "product": "Soap",
      "title": "A fresh start, several times a day.",
      "description": "A quiet improvement in everyday affairs.",
      "illustration": "butter",
      "palette": "blue",
      "rank": 39,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-cloth",
      "product": "Tea towels",
      "title": "Absorb the situation.",
      "description": "Useful when the meeting spills over.",
      "illustration": "coat",
      "palette": "ochre",
      "rank": 40,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-notebook",
      "product": "Notebooks",
      "title": "Room for ideas that have not happened yet.",
      "description": "Blank pages. No mandatory update.",
      "illustration": "book",
      "palette": "blue",
      "rank": 41,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-pencil",
      "product": "Pencils",
      "title": "A modest instrument of revision.",
      "description": "Progress includes being able to erase.",
      "illustration": "pencil",
      "palette": "rust",
      "rank": 42,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-ruler",
      "product": "Rulers",
      "title": "For things that can be settled in centimetres.",
      "description": "Some questions have pleasantly short answers.",
      "illustration": "pencil",
      "palette": "mint",
      "rank": 43,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-clock",
      "product": "Clocks",
      "title": "Time continues. This helps you notice.",
      "description": "One dependable source of passing information.",
      "illustration": "clock",
      "palette": "blue",
      "rank": 44,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-jar",
      "product": "Empty jars",
      "title": "Keep your options in a jar.",
      "description": "A transparent plan for future pickles.",
      "illustration": "jar",
      "palette": "blue",
      "rank": 45,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-seed",
      "product": "Seeds",
      "title": "Small print. Large possibilities.",
      "description": "Growth takes time and actual watering.",
      "illustration": "peas",
      "palette": "mint",
      "rank": 46,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-watering",
      "product": "Watering cans",
      "title": "A controlled release of optimism.",
      "description": "Deliver directly to the roots.",
      "illustration": "watering",
      "palette": "mint",
      "rank": 47,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-chair",
      "product": "Chairs",
      "title": "Support for your current position.",
      "description": "Please sit before discussing the forecast.",
      "illustration": "chair",
      "palette": "rust",
      "rank": 48,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-blanket",
      "product": "Blankets",
      "title": "A gentle answer to a falling temperature.",
      "description": "Coverage you can tuck around your feet.",
      "illustration": "coat",
      "palette": "blue",
      "rank": 49,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-window",
      "product": "Open windows",
      "title": "A fresh perspective, locally available.",
      "description": "Check the weather before increasing exposure.",
      "illustration": "window",
      "palette": "mint",
      "rank": 50,
      "selected": true,
      "selectionReason": "Clear everyday product, dry gentle humour, distinct enough for repeat rotation."
    },
    {
      "id": "everyday-turnip",
      "product": "Turnips",
      "title": "Rooted in the ordinary.",
      "description": "A reliable underground development.",
      "illustration": "potato",
      "palette": "ochre",
      "rank": 51,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-parsnip",
      "product": "Parsnips",
      "title": "A pale but sincere contribution.",
      "description": "Consider roasting the matter.",
      "illustration": "carrot",
      "palette": "ochre",
      "rank": 52,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-leek",
      "product": "Leeks",
      "title": "Long vegetables. Short meetings.",
      "description": "Suitable for soup discussions.",
      "illustration": "carrot",
      "palette": "mint",
      "rank": 53,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-celery",
      "product": "Celery",
      "title": "A crisp line of communication.",
      "description": "Further information is available in the stalk.",
      "illustration": "carrot",
      "palette": "mint",
      "rank": 54,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-spinach",
      "product": "Spinach",
      "title": "A green agenda for lunch.",
      "description": "No minutes required.",
      "illustration": "peas",
      "palette": "mint",
      "rank": 55,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-lettuce",
      "product": "Lettuce",
      "title": "An orderly collection of leaves.",
      "description": "A fresh approach to the sandwich.",
      "illustration": "onion",
      "palette": "mint",
      "rank": 56,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-tomato",
      "product": "Tomatoes",
      "title": "A red letter day for salad.",
      "description": "Ripeness matters more than urgency.",
      "illustration": "apple",
      "palette": "rust",
      "rank": 57,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-pumpkin",
      "product": "Pumpkins",
      "title": "A sizeable autumn decision.",
      "description": "Please arrange adequate shelf space.",
      "illustration": "onion",
      "palette": "rust",
      "rank": 58,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-courgette",
      "product": "Courgettes",
      "title": "A quiet garden success.",
      "description": "Volume may exceed expectations.",
      "illustration": "carrot",
      "palette": "mint",
      "rank": 59,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-cherry",
      "product": "Cherries",
      "title": "Brief season. Serious snacking.",
      "description": "Two at a time is a reasonable beginning.",
      "illustration": "apple",
      "palette": "rust",
      "rank": 60,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-strawberry",
      "product": "Strawberries",
      "title": "A small seasonal celebration.",
      "description": "Best discussed near a bowl.",
      "illustration": "apple",
      "palette": "rust",
      "rank": 61,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-currant",
      "product": "Currants",
      "title": "A tart contribution to proceedings.",
      "description": "Tiny participants with clear opinions.",
      "illustration": "peas",
      "palette": "rust",
      "rank": 62,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-raspberry",
      "product": "Raspberries",
      "title": "Soft fruit. Firm intentions.",
      "description": "Handle the evidence gently.",
      "illustration": "peas",
      "palette": "rust",
      "rank": 63,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-walnut",
      "product": "Walnuts",
      "title": "A difficult opening statement.",
      "description": "Useful content follows.",
      "illustration": "potato",
      "palette": "ochre",
      "rank": 64,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-hazelnut",
      "product": "Hazelnuts",
      "title": "A compact case for a snack.",
      "description": "Shell removal remains your responsibility.",
      "illustration": "potato",
      "palette": "rust",
      "rank": 65,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-poppy",
      "product": "Poppy seeds",
      "title": "Small details improve the bun.",
      "description": "A thoughtful addition to baking.",
      "illustration": "peas",
      "palette": "blue",
      "rank": 66,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-barley",
      "product": "Barley",
      "title": "Keeping the pantry composed.",
      "description": "A quiet grain with soup experience.",
      "illustration": "peas",
      "palette": "ochre",
      "rank": 67,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-rye",
      "product": "Rye",
      "title": "A darker shade of breakfast.",
      "description": "Bread considers all the options.",
      "illustration": "bread",
      "palette": "rust",
      "rank": 68,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-rice",
      "product": "Rice",
      "title": "A collection of small, useful answers.",
      "description": "Please consult a saucepan.",
      "illustration": "peas",
      "palette": "blue",
      "rank": 69,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-pasta",
      "product": "Pasta",
      "title": "A twisting path to dinner.",
      "description": "Most routes end pleasantly.",
      "illustration": "bread",
      "palette": "ochre",
      "rank": 70,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-noodle",
      "product": "Noodles",
      "title": "A longer discussion of lunch.",
      "description": "Forks may assist.",
      "illustration": "bread",
      "palette": "ochre",
      "rank": 71,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-vinegar",
      "product": "Vinegar",
      "title": "A pointed remark for your pickles.",
      "description": "A little acidity keeps things interesting.",
      "illustration": "bottle",
      "palette": "blue",
      "rank": 72,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-mustard",
      "product": "Mustard",
      "title": "A brief and lively intervention.",
      "description": "Apply with judgement.",
      "illustration": "jar",
      "palette": "ochre",
      "rank": 73,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-pepper",
      "product": "Pepper",
      "title": "A useful turn of events.",
      "description": "The grinder has the floor.",
      "illustration": "jar",
      "palette": "rust",
      "rank": 74,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-cinnamon",
      "product": "Cinnamon",
      "title": "Warm notes from the baking desk.",
      "description": "A measured contribution to pudding.",
      "illustration": "bag",
      "palette": "rust",
      "rank": 75,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-vanilla",
      "product": "Vanilla",
      "title": "A familiar point of agreement.",
      "description": "Comfortable company for a custard.",
      "illustration": "bag",
      "palette": "ochre",
      "rank": 76,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-yeast",
      "product": "Yeast",
      "title": "Allow the proposal to rise.",
      "description": "Good things need a little room.",
      "illustration": "butter",
      "palette": "ochre",
      "rank": 77,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-baking",
      "product": "Baking powder",
      "title": "Some plans need a lift.",
      "description": "Please follow the recipe.",
      "illustration": "bag",
      "palette": "blue",
      "rank": 78,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-compote",
      "product": "Compote",
      "title": "Fruit, with minutes attached.",
      "description": "A gentle archive of the summer.",
      "illustration": "jar",
      "palette": "rust",
      "rank": 79,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-pickles",
      "product": "Pickles",
      "title": "A preserved point of view.",
      "description": "Crunch has entered the conversation.",
      "illustration": "jar",
      "palette": "mint",
      "rank": 80,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-thermos",
      "product": "Thermos flasks",
      "title": "Keep your position warm.",
      "description": "Useful on a prolonged walk.",
      "illustration": "bottle",
      "palette": "rust",
      "rank": 81,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-kettle",
      "product": "Kettles",
      "title": "A gradual move toward tea.",
      "description": "The conclusion is usually hot.",
      "illustration": "cup",
      "palette": "blue",
      "rank": 82,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-spoon",
      "product": "Spoons",
      "title": "A practical means of reaching soup.",
      "description": "No training course required.",
      "illustration": "pencil",
      "palette": "ochre",
      "rank": 83,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-colander",
      "product": "Colanders",
      "title": "Some things should be allowed to leave.",
      "description": "Pasta stays for the next meeting.",
      "illustration": "basket",
      "palette": "blue",
      "rank": 84,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-plate",
      "product": "Plates",
      "title": "An established platform for dinner.",
      "description": "Supports the usual ingredients.",
      "illustration": "clock",
      "palette": "ochre",
      "rank": 85,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-cup",
      "product": "Cups",
      "title": "A place for your warmest thoughts.",
      "description": "Please leave room for tea.",
      "illustration": "cup",
      "palette": "mint",
      "rank": 86,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-peg",
      "product": "Clothes pegs",
      "title": "Hold the line.",
      "description": "A small commitment to drying laundry.",
      "illustration": "pencil",
      "palette": "rust",
      "rank": 87,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-string",
      "product": "String",
      "title": "Connecting the loose ends.",
      "description": "Available without connectivity.",
      "illustration": "pencil",
      "palette": "ochre",
      "rank": 88,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-button",
      "product": "Buttons",
      "title": "Small closures. Big reassurance.",
      "description": "A dependable finishing detail.",
      "illustration": "clock",
      "palette": "blue",
      "rank": 89,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-thread",
      "product": "Thread",
      "title": "Continuity for everyday repairs.",
      "description": "A modest solution to a widening gap.",
      "illustration": "pencil",
      "palette": "mint",
      "rank": 90,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-needle",
      "product": "Needles",
      "title": "Precision for a small repair.",
      "description": "Please handle the point carefully.",
      "illustration": "pencil",
      "palette": "blue",
      "rank": 91,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-shoe",
      "product": "Shoe polish",
      "title": "A brighter outlook underfoot.",
      "description": "A quiet improvement before leaving.",
      "illustration": "jar",
      "palette": "rust",
      "rank": 92,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-doormat",
      "product": "Doormats",
      "title": "A considerate place for outside.",
      "description": "Mud has a designated arrival point.",
      "illustration": "coat",
      "palette": "ochre",
      "rank": 93,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-comb",
      "product": "Combs",
      "title": "A measured response to morning.",
      "description": "Bring the strands into discussion.",
      "illustration": "pencil",
      "palette": "ochre",
      "rank": 94,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-mirror",
      "product": "Mirrors",
      "title": "A local view of current affairs.",
      "description": "Further interpretation is optional.",
      "illustration": "window",
      "palette": "blue",
      "rank": 95,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-lamp",
      "product": "Lamps",
      "title": "A clear improvement after sunset.",
      "description": "Put a little light on the subject.",
      "illustration": "window",
      "palette": "ochre",
      "rank": 96,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-candle",
      "product": "Candles",
      "title": "A brief illumination of the table.",
      "description": "Supervised use is part of the plan.",
      "illustration": "bottle",
      "palette": "ochre",
      "rank": 97,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-sponge",
      "product": "Sponges",
      "title": "A soft approach to a difficult spill.",
      "description": "Absorb first. Discuss later.",
      "illustration": "butter",
      "palette": "ochre",
      "rank": 98,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-plant",
      "product": "House plants",
      "title": "Growth, with a windowsill view.",
      "description": "Water according to the plant, not the meeting calendar.",
      "illustration": "watering",
      "palette": "mint",
      "rank": 99,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    },
    {
      "id": "everyday-bookend",
      "product": "Bookends",
      "title": "Support for both sides of the argument.",
      "description": "The shelf appreciates your restraint.",
      "illustration": "book",
      "palette": "rust",
      "rank": 100,
      "selected": false,
      "selectionReason": "Reserve: pleasant, but overlaps a selected idea or has a less immediate punchline."
    }
  ]
}