The wordmark.
Four colourways, two lockups. The mark holds across every surface, from a 25mm pack flash to a 200mm hero. The strapline drops on packaging where space is precious or sizes fall below 25mm in height. Otherwise the full lockup leads.
Lockup A · Wordmark only
Lockup B · With strapline
Usage rules
Do
Strapline at hero size, mark at small size.
Use the full lockup when the wordmark is bigger than 25mm in height. Below that, drop the strapline so PULSIN stays legible.
Do
Pick a colourway with strong contrast.
Cocoa or Hazel on cream grounds. Rich Orange or Ivory on Cocoa. Test legibility at the smallest size you will use.
Do
Top-left or top-right placement.
On Pulsin-led materials, the wordmark sits at the top corner of the surface. Anchored, never floating in the middle.
Don't
Distort, recolour, or rotate.
Never stretch, skew, or change the colours of the mark. If you need a colour we don't supply here, you don't have permission yet.
Don't
Crowd the mark.
15mm exclusion zone on all sides when used standalone. The leaf is part of the mark, not negotiable. Don't tuck text or graphics under it.
Don't
Add a graphic of your own.
The leaf at the top of the I is the only graphic element. The strapline is "Plant Based Nutrition" and nothing else. No campaign-specific edits to the mark itself.
Colour.
Cocoa Dusk leads. Cream and oat tones build the calm. Rich Orange punctuates. Flavour accents flex per range without breaking the whole. The 60 / 30 / 10 ratio is the rule, not a suggestion.
Core palette
Flavour accents · powders and bars
Keto range accents
Application · 60 / 30 / 10
Cocoa carries the page. Cream holds the content. Orange leads the eye.
Typography.
Gothic 821 Condensed for the brand voice: bold, confident, all caps. Realist for everything you read. The contrast does the work. Production swap to licensed fonts at build, hierarchy stays.
The leaf.
Lifted from the wordmark. Used three ways across the site: punctuation, frame, and wallpaper. Never literal, always architectural.
A. Punctuation
Marks beginnings,
replaces bullets.
Eyebrow leaves, list bullets, link affordances. Sized 10 to 18px in headers, 24 to 32px in feature blocks.
B. Frame
The packaging roundel. Used in product hero shots, category badges, and as a watermark in dark hero compositions.
C. Wallpaper
Quiet field
behind hero space.
Below 8 percent surface coverage, low-contrast tone-on-tone. Never competes with copy. Always sits behind, never in front.
Voice.
Upbeat, approachable, helpful, honest. We write like a knowledgeable mate who genuinely loves food. We are not a wellness brand and we never preach.
We sound like this
Upbeat
Approachable
Helpful
Honest
Witty, never smug
Specific, not vague
We never sound like this
Preachy
Corporate
Overly scientific
Bro-y / hyper-masculine
Wellness-vague
Apologetic
Side by side
Pulsin
“Plant-based protein that doesn't taste like cardboard.”
Not us
“Premium plant-based protein supplementation for elevated wellness outcomes.”
Pulsin
“12g of protein. No funny business.”
Not us
“Scientifically formulated with 12g of bioavailable plant protein.”
Pulsin
“We sweeten lightly with stevia. That's it.”
Not us
“Our products contain naturally-derived sweetening agents from the stevia plant.”