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Brand development

Branding Hub

4 Oct 2026. Colour palette, logo & mark and typography in one place, each with its own sub-pages. Canonical notes live in Obsidian (04 - BRAND DEVELOPMENT / Branding Hub); this page presents them. Competitor examples at the bottom are visual reference only.

🎨 Colour palette

LOCKED · WORK IN PROGRESS The set to design with now; may still be refined. Readable text pairs are in Brand Identity (cool grey text only on near-black).
Sage #BBCFCE
Hero / brand surface
Dusty Navy #3C547F
Logo / primary dark
Oxblood #4E2028
Warm accent / logo partner
Near-Black #1D0A0A
Dark anchor / text
Cool Grey #8E8F90
Neutral / UI lines
Mist #DFE3E2
Light base
Yellow #FFF38A
Pop, sparingly
Palette journey →

✏️ Typography

NOT STARTED Explored alongside the wordmark.

Primary font

Headlines and the wordmark's personality. One or two weights.

Secondary font

Body text. Readability first: ingredient lists and fine print at tiny sizes.

Complementary font

A used-sparingly accent (e.g. a script for a short line). Never for long text or the logo.

📖 Brand book (placeholder)

One page per part of the suite with placeholder examples, just to see how each looks. Not a design direction.
Open the placeholder brand book →

🔎 Competitor references

Logos, marks, favicons, fonts and palettes from Tower 28, Vacation, Experiment, CYKLAR, Salt & Stone and Gem. Visual reference only (not on their competitor pages).

Tower 28 site

Primary logoPrimary logo
SecondarySecondaryInline footer SVG (#icon-logo-footer). Same wordmark, tight crop, fill=currentColor (single-colour version)
SecondarySecondarySocial/OG image: orange wordmark on lilac background (colourway, not a new layout)
not found on siteSubmarks
FaviconFavicon
Primary: Cooper Lt BT (Cooper BT Light + Light Italic)
headings · custom/self-hosted (Shopify files, woff2)
Secondary: Scto Grotesk A (Regular + Medium, with italics)
body · custom/self-hosted (Shopify files, woff)
Complementary: not found
Fonts
#872626 #D74015 #EE542F #F8F2ED #FFFFFF #EFE3F3Palette
On pack 1On pack 2

No brand-owned submarks found. The product-card badges are third-party seals (National Eczema Association, National Psoriasis Foundation, National Rosacea Society), and the NEA seal also appears on pack. They are not Tower 28 marks, so not saved. No apple-touch-icon on the site. Shopify theme has many colour schemes; the palette is the ones used most.

Vacation site

Primary logoPrimary logo
SecondarySecondaryInline footer SVG: same serif wordmark, smaller
SecondarySecondaryInline hero SVG: hand-script 'Vacation®' with 'Miami, U.S.A.' (the script logo also used on the Chardonnay Oil pack)
Submark 1Submark 1Palm-tree icon (inline SVG next to 'Vacation®' in the menu). Same palm appears on packs
not found on siteFavicon
Primary: ITC Garamond Std Light/Book Condensed (CSS: font-serif)
headings, display text, review scores, also some footer text · custom/self-hosted (Next.js, woff2)
Secondary: Optima LT Pro (CSS: font-sans)
body (set on <body>) · custom/self-hosted (Next.js, woff2)
Complementary: ITC Avant Garde Gothic Std (h2/h3 in some sections); script fonts Sweet Fancy Script and Mistral also declared
accent/section headings; the script fonts were declared but not seen used on the homepage · custom/self-hosted
Fonts
#EBE6DC #333333 #FDFBF4 #F1D27A #F3C740 #CA4800 #019B96 #DB6AA1Palette
On pack 1On pack 2

Not Shopify (Next.js + Sanity), so all logos are inline SVG with no asset URL. Pack 1 is the Orange Gelée tube (serif wordmark + palm); pack 2 is the Chardonnay Oil bottle (script wordmark + palm). Many extra named colours exist in CSS (aqua #39AAA7, blue #23659E, purple #E961CB, tan #F4E9D8); the palette lists the ones actually used most. The /about page had no extra marks.

Experiment site

Primary logoPrimary logo
SecondarySecondaryInline footer SVG: same wordmark at full page width (1512px), not a different layout
Submark 1Submark 1Chrome 3D icon (lab flask) for a homepage brand pillar: Science
Submark 2Submark 2Chrome 3D icon (alien face) for a pillar: Fun
Submark 3Submark 3Chrome 3D icon (recycle arrows) for a pillar: Sustainable
FaviconFavicon
Primary: Circular XX (Book, Medium, Bold, Black, ExtraBlack Italic)
headings (heavy weights) and almost all text · custom/self-hosted (Shopify theme assets, woff2)
Secondary: Circular XX Book
body · custom/self-hosted
Complementary: Apercu Mono
small labels, tags, cart count (monospace accent) · custom/self-hosted
Fonts
#000000 #FFFFFF #4BBFFF #D6FF3B #3358FF #CCD8FF #F0F7FA #FFA2FAPalette
On pack 1On pack 2

No apple-touch-icon. The chrome icons are pillar illustrations, not formal seals; they are listed as submarks because they work as brand icons. Colour names come from the theme's CSS utility classes.

CYKLAR site

Primary logoPrimary logo
not found on siteSecondary
not found on siteSubmarks
FaviconFavicon
Primary: Freight Neo Pro
main headings (theme setting FONT-STACK-HEADING-MAIN) · custom/self-hosted on Shopify CDN (an Adobe Fonts family, but not served via Typekit here)
Secondary: NewFrank (Regular, Medium, Bold)
body, smaller headings, nav, buttons, accents · custom/self-hosted on Shopify CDN
Complementary: not found
Fonts
#EFEEE5 #1D2523 #2E413D #B2B5A9 #2C2C2C #D2815F #F4F5EF #96A36EPalette
On pack 1On pack 2

Only a white PNG logo exists on the site (no SVG, no dark version, no OG image). The footer reuses the same white logo, so no secondary logo was found. No submarks on the homepage or /pages/about-us. Packs are amber glass with gold caps and the wordmark set small. The theme's font-settings.css also loads Besley (a Shopify default) but the CSS variables override it.

Salt & Stone site

Primary logoPrimary logo
SecondarySecondaryOG/social SVG: same one-line wordmark
SecondarySecondaryThe logo in the site's search-engine data (schema.org): same one-line wordmark as a PNG
not found on siteSubmarks
FaviconFavicon
Primary: Oracle (ABC Oracle)
headings and body (set on <body>; one typeface for everything) · custom/self-hosted (theme assets, woff2)
Secondary: Oracle
body · custom/self-hosted
Complementary: SaltandStone Oracle (custom brand cut)
special launch hero sections only · custom/self-hosted
Fonts
#000000 #FFFFFF #F1F1F1 #5A2C3C #AE2026 #CEA56F #BDD6E7 #879DAFPalette
On pack 1On pack 2

The packs use a stacked 'SALT / & / STONE' version of the logo (see the deodorant and body oil images), but no stacked logo file exists on the site. The core brand palette is black and white; the coloured hexes are named per scent in CSS. Shopify's settings still say 'Assistant' (theme default) but the custom CSS overrides it with Oracle. /pages/about did not load a separate page; no footer logo.

Gem site

Primary logoPrimary logo
not found on siteSecondary
not found on siteSubmarks
FaviconFavicon
App iconApp icon
Primary: Sofia Pro (Light; Regular and Medium also loaded)
headings (theme heading setting) and nav · Adobe Fonts (Typekit)
Secondary: Sofia Pro Light
body · Adobe Fonts (Typekit)
Complementary: Acta Display Light
large serif display headlines (h3) in the hero/feature sections · custom/self-hosted (Shopify files, woff2)
Fonts
#000000 #878787 #FFFFFF #F6BAD4 #56CFE1 #B083B2 #D6E8D2 #F1F1F1Palette
On pack 1On pack 2

Only one logo asset (the script 'Gem'), reused as the favicon and apple-touch-icon. No secondary logo or submarks on the homepage or /pages/about. The image logos in the scrolling strip are stockists (Coles etc.), not Gem marks. Pack images come from /collections/all: a pink can with the script logo, and the sport version in silver.