The shape of the system.
Five sections, organised by function not feature. Foundations are the brand. Components are the building blocks. Patterns are the page layouts. Lifecycle is what brings users back. Guidelines are the rulebook.
Foundations
Logo system, colour palette, typography, the leaf motif, and brand voice. The non-negotiables that hold across every surface.
- Logo system
- Colour palette
- Typography
- Leaf motif
- Brand voice
Components
The reusable UI: buttons, pills, navigation, product cards, forms. The atoms that build every page.
- Buttons
- Benefit pills
- Navigation
- Product cards
- Forms
Patterns
Higher-order layouts: hero treatments, subscribe and save, bundle builder, ingredient transparency, mobile patterns, states.
- Heroes
- Subscribe & save
- Bundle builder
- Ingredients
- Mobile
- States
Lifecycle
Content engines that drive engagement and revenue: recipes, editorial, email templates. The brand off the homepage.
- Recipes
- Editorial
- Email templates
Brand guidelines
Packaging, flavour patterns, market position. The official rules pulled forward from the brand guide.
- Packaging
- Flavour patterns
- Market position
- Usage rules