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ADR-0012: "Shelfery" Formally Approved as the Product Name

Status

approved — ratified by the Founder on 2026-07-11.

Date

2026-07-11

Context

ventures/shelfery/venture.json recorded public_name_status: "confirmed", while ventures/shelfery/docs/strategy/brand-and-positioning.md described "Shelfery" as a working name only pending formal approval — a direct contradiction surfaced during the 2026-07-11 reconciliation of this repository with the pantryplus implementation repository (tracked as Q9 in assumptions-and-open-questions.md). The implementation repository's own decision log records a product-owner decision to rename the product from "PantryPlus" to "Shelfery," and the shelfery.app domain has been acquired, but no formal approval step had been run at the governance (company) layer.

Decision

"Shelfery" is the formally approved product name for this venture. This does not by itself resolve the separate, still-open question of visible Devonshire Digital LLC endorsement (Q7), the brand palette/identity approval (Q1), or execution of the PantryPlus → Shelfery rename inside the implementation repository.

Consequences

  • Resolves the venture.json / brand-and-positioning.md contradiction: the name itself is no longer "working" or provisional; only the visual brand identity (palette, typography, logo) remains provisional/unapproved.
  • ventures/shelfery/docs/strategy/assumptions-and-open-questions.md Q9 is marked decided.
  • Marketing, product, and legal/trademark work may proceed treating "Shelfery" as the settled name, without needing to hedge it as a working title.
  • Does not obligate execution of the rename in the pantryplus implementation repository on any particular timeline; that remains a follow-up action tracked there and in ADR-0010.

Alternatives Considered

  • Leave the name as "working" pending a full brand-identity approval (palette, logo, tone). Rejected: the name and the visual identity are separable decisions. Bundling them was the source of the original contradiction and unnecessarily blocked a decision the Founder was ready to make.
  • Formally approve a different name. Not considered live — the implementation repository has already committed real cost to this name (domain acquisition, product-owner decision), and no alternative was proposed.

Follow-up Actions

  • Execute the PantryPlus → Shelfery rename in the pantryplus implementation repository (tracked in ADR-0010's follow-ups).
  • Resolve the remaining open Shelfery-level questions (Q1 brand palette, Q7 endorsement level) separately; they are not settled by this ADR.

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