01
Brand Metadata
Discovery Input → Brand Intelligence Engine
Visual Archetype, Premium Minimalist
Mapped from 10 discovery answers: a founder-led, plant-based coffee & wellness brand for people who want fewer, better rituals, not more noise. Every visual decision favors restraint over decoration.
restrained
elegant
spacious
warm
02
Color System
Brand Colors
Primary / Terracotta
#C0744A
CTAs, links, highlights, accents
AA · 4.7:1 on cream, use for text ≥14px bold or large UI elements
Dark / Moss
#1E2A20
Backgrounds, headlines, dark sections
AAA · 14.1:1 on white, safe for all body copy
Secondary / Espresso
#3B3128
Secondary dark, depth, UI surfaces
AAA · 10.8:1 on cream
Neutral / Cream
#F3EEE3
Backgrounds, section fills
Base canvas, pair only with Dark/Espresso text
Coral / Clay Blush
#D7A98C
Soft accents, warm highlights
Decorative only, not for body text
Sage / Moss Accent
#B7C9A8
Success states, nature/growth
Decorative only, not for body text
Eucalyptus / Teal
#5B7A73
Info states, links, interactive
AA · 5.1:1 on cream
Semantic / UI Colors
Background
#FFFFFF
Page background
Background Subtle
#F7F7F7
Cards, input backgrounds
Ink
#1E2A20
Body text, headings
Ink Muted
rgba(30,42,32,0.50)
Secondary text, labels
Tints (8–25% opacity)
Primary
Navy
Blue
Sage
Coral
Ink
03
Typography System
Font Pairing
heading_font
Fraunces
fonts.google.com/specimen/Fraunces ↗
fallback: Georgia, 'Times New Roman', serif
body_font
Inter
fonts.google.com/specimen/Inter ↗
fallback: -apple-system, 'Helvetica Neue', sans-serif
Fraunces, Display / Headings
Fernway.
Slow Mornings.
Grown With Care
Seasonal Release
Tasting Notes
Roast Profile
Section Heading
Card Title or Label
Inter, Body / UI
Fernway is a ritual, not a transaction, coffee and plant-based rituals grown with restraint, for people who want fewer, better things.
Direct-trade beans, small-batch roasting, and packaging designed to slow you down for thirty quiet seconds each morning.
Every lot is sourced through long-term relationships with growers who share our standard for quality and care.
Supporting copy, descriptions, and meta content that provides context without dominating the hierarchy.
UI labels, form field hints, timestamps
Category Label / Tag / Eyebrow
On Dark Surface
04
Type Scale
| Token | Size | Weight | Usage |
|---|---|---|---|
| h1 | 64px | 700 | Hero headlines |
| h2 | 48px | 700 | Section headers |
| h3 | 36px | 600 | Subsection headers |
| h4 | 28px | 600 | Card & module titles |
| h5 | 20px | 500 | Labels, pull quotes |
| h6 | 16px | 500 | Captions, eyebrows |
05
Layout Rules
12
grid_columns
8px
spacing_unit
12px
border_radius
64px
section margin
24px
card padding
Spacing Scale
Border Radius
--r-xs
4px
4px
--r-sm
6px
6px
--r-md
10px
10px
--r-lg
16px
16px
--r-xl
24px
24px
--r-full
9999px
9999px
Shadows
none
--shadow-sm
--shadow-md
--shadow-lg
--shadow-xl
06
Visual Language
Not "look modern." Operational direction for every generated image.
lighting
Soft directional natural light
composition
Center-weighted, generous negative space
camera_angle
Eye-level, consistent across shots
background_style
Clean minimal environments, linen, raw wood, stone, plants
07
AI Image Rules
Operational only, paste directly into Midjourney, Sora, or Canva AI prompts.
Always use soft, natural directional lighting.
Maintain at least 20% negative space in every composition.
Keep backgrounds clean and grounded in natural materials, linen, raw wood, stone.
Use a consistent eye-level camera distance across product and lifestyle shots.
Never use neon colors or harsh studio lighting.
Never use busy, cluttered, or highly saturated backgrounds.
Avoid heavy text overlays, let the product and light do the talking.
08
AI Video Rules
Future-proofed for Runway, Sora, Veo, and Claude Video.
Use slow, deliberate cinematic camera movement.
Maintain consistent warm color grading across every clip.
Keep the subject centered with shallow depth of field.
Pace edits to a calm, unhurried rhythm that matches the brand's "slow down" promise.
Avoid fast pans, whip cuts, or abrupt transitions.
Avoid handheld shake or chaotic motion.
09
Buttons
Filled
Outline
Ghost
Sizes
With Icons
10
Badges & Tags
Soft (tinted)
Terracotta
Espresso
Eucalyptus
Sage
Clay Blush
Neutral
Solid
Terracotta
Moss
Espresso
Eucalyptus
Sage
Clay Blush
Status / Semantic
In Stock
New Release
Draft
Limited Batch
Pre-Order
11
Inputs
We'll never share your email.
Please enter a valid email address.
Looks good!
12
Cards
☕
New Release
Spring Reserve: Honduras Lot 42
A wet-hulled single origin with notes of stone fruit and brown sugar.
🌱
Sourcing
Direct-Trade Partnerships
Long-term relationships with growers across 6 origin regions.
🪵
Our Process
Small-Batch Roasting
Every lot roasted in batches under 20lbs for consistency and care.
About
Family-run since 2016
From a single farmers-market table to a nationwide subscription brand.
13
Alerts
Subscription renews in 3 days
Your Spring Reserve subscription will renew and ship on schedule.
Order shipped
Your bag of Honduras Lot 42 is on its way, tracking sent to your email.
Low stock, Spring Reserve
Fewer than 20 bags remain in this lot. Restock expected in 3 weeks.
Payment failed
We couldn't process your card. Please update your billing details to continue your subscription.
14
Avatars
Sizes
F
FW
FW
FW
FW
Colors
FW
FW
FW
FW
FW
FW
15
Form Controls
Toggles
Checkboxes
Progress Bars
Honduras Lot 4295% claimed
Ethiopia Natural90% claimed
Sustainability goal80% complete
Subscriber retention65%
17
Hero
Single-Origin · Small Batch
Coffee that slows
you down.
Direct-trade beans and a ritual designed for thirty quiet seconds each morning, for people who want fewer, better things.
18
Token Reference
Color Tokens
| Token | Preview | Value | Use |
|---|---|---|---|
| --brand-primary | #C0744A | CTAs, links, accents | |
| --brand-dark | #1E2A20 | Dark bg, ink | |
| --brand-navy | #3B3128 | Depth, secondary dark | |
| --brand-neutral | #F3EEE3 | Section fills | |
| --brand-coral | #D7A98C | Warm accents | |
| --brand-sage | #B7C9A8 | Success, nature | |
| --brand-blue | #5B7A73 | Info, interactive | |
| --bg | #FFFFFF | Page background | |
| --ink | #1E2A20 | Primary text | |
| --ink-muted | rgba(30,42,32,.50) | Secondary text | |
| --border | rgba(30,42,32,.10) | Dividers, borders |
Typography Tokens
| Role | Family | Size | Weight |
|---|---|---|---|
| --font-display | Fraunces | 48–80px | 800 |
| --font-heading | Fraunces | 18–36px | 600–700 |
| --font-body | Inter | 13–20px | 400 |
| --font-ui | Inter | 11–13px | 500 |