Brand book · v1

Fresh Market

Visual and verbal rules so the shop, packs, signs, and posts read as one business. Site for now: freshmarket.beyondjulius.com · WhatsApp 054 847 4672.

1. Who we are

Positioning: Your market run, without the market run.

Offer: Good food from the market. Cleanly packed. Delivered to your door.

Promise: Fresh · Simple · Today

Honey rule: Label says Honey. Never pure, raw, or organic.

2. Logo masters

Use the SVG masters for print and sign shops. PNGs are for web and social.

Mark · colour fresh-market-mark.svg

Mark · reverse fresh-market-mark-reverse.svg

Mark · mono fresh-market-mark-mono.svg

Lockup fresh-market-lockup.svg

Clear space: keep empty area around the mark at least 1/5 of its diameter.
Minimum size: mark 16 mm print / 48 px screen. Lockup 28 mm wide print.
Do not stretch, recolour outside the palette, add shadows, or place on busy photos without a solid disc.

3. Colour

Locked tokens in config/brand.json and css/variables.css.

Forest#1F4D32

Forest deep#163824

Gold#C8962A

Cream#F6F0E4

Paper#FFFBF3

Ink#1C1917

Muted#6B6258

Leaf#3F7A4C

4. Type

Your market run, without the market run.

Fraunces for headlines · Outfit for UI, captions, and body.

Headlines: Fraunces, semibold, tight tracking.
UI / body: Outfit, regular to semibold.
If fonts are unavailable on a print job: Georgia (display) + system sans.

5. Voice

Short. Concrete. Market-to-door, not supermarket catalogue voice.
Lead with the promise or the cutoff (11:00), not adjectives.
Always include WhatsApp on customer-facing print and packs.

6. Do / don’t

Do

Brand cheap market bags with stickers.
Use forest + cream + gold only.
Say bottled honey.
Keep WhatsApp large on signs.

Don’t

Invent purple or neon accents.
Claim pure / raw / organic honey.
Place the mark without clear space.
Promise Osu-everywhere delivery.

8. QR codes

assets/brand/qr/qr-whatsapp.png — https://wa.me/233548474672
assets/brand/qr/qr-site.png — https://freshmarket.beyondjulius.com
On-dark variants for forest panels: qr-*-on-dark.png
Place QR next to WhatsApp on seals, cards, signs, flyers — not on tiny round stickers or neck tags.

9. File map

assets/logos/*.svg — vector masters
assets/logos/*.png — raster for web/social
assets/brand/brand-book.html — this book
assets/brand/qr/ — WhatsApp + site QR masters
print/ — print, packaging, signage artwork
print/masters/export.html — single cut-ready masters
print/concepts/ — applied use-case concepts (same assets)
config/brand.json — source tokens