Library
Brand kit
This is not paperwork. Everything here is read by the thing that writes your posts and makes your visuals — each row says exactly where it lands.
Logos
Used automatically wherever a visual needs one.
Primary lockup
Wordmark and mark together
Mark only
Square, for avatars
Light on dark
For photography overlays
Colours
Pulled into every generated visual, in this order.
Roast
#7A3B2E
Oat
#D9C7A6
Grounds
#2F2A26
Copper
#B0632A
Type
Applied to text baked into images.
Söhne
Headlines
Söhne Mono
Numbers and prices
Links and tags
Appended when a post needs them.
Links: kilocoffee.co with utm_source set per channel
Voice
Read before a single word is written. This is the part that changes the output most.
Tone
Audience
People who care where the coffee came from, and people on their way to work
Always
- Name the farm
- Say the roast date
- Write numbers as numerals
Never
- No exclamation marks
- Never call it a journey
- No stock-photo language
This is already in use.The last four posts were written against these rules — the one that broke “no exclamation marks” was caught before it went out.
Try it