Brand
How Hollis & Rye looks and sounds.
Part of the $1,497 package: logo, palette, type and components. A fictional brand made for this demo.
Wordmark and mark.
Primary wordmark in Young Serif. The ampersand is the only colored letter, in rust #9A4222.
Monogram for small spaces, such as a profile photo or a cake box seal.
Keep clear space equal to the height of the H on every side. Do not stretch, outline or add shadows.
Palette.
Page background
Cards
Text, borders
Buttons, white text only
Labels, accents
Cake illustration
Checked pairs: cocoa on sage 11.85:1, rust on sage 5.41:1, white on terracotta 4.95:1.
Typography.
Young Serif for headings
Karla for body text at 18px and up, with 1.6 line height. Labels are Karla 600, uppercase, letter-spaced. Both load from Google Fonts. Fallbacks are Georgia and the system sans.
The one button.
Pill shape, 3px cocoa border, 4px hard shadow, presses down on hover, at least 48px tall. One action, always the same words.
How the words sound.
Plain and specific. Prices, days and sizes instead of adjectives. No exclamation marks, no hype, no promises we cannot keep.
Say this, not that.
Write the way a careful person talks across a counter. Short sentences, real numbers, one action.
SayWe reply in writing within two business days.
Do not sayWe will get back to you ASAP!
SayA $50 deposit holds your date and is taken off the total.
Do not saySecure your dream date today.
SayMost custom cakes need 2 weeks. Wedding cakes need 2 months or more.
Do not sayOrder early to avoid disappointment.
SayWe cannot promise an allergen-free cake.
Do not sayAllergy friendly options available.
Use: quote, written, deposit, balance, pickup, delivery, lead time, size, serves.
Avoid: dream, bespoke, curated, indulgent, artisanal, luxury, magical, perfect, ASAP.
No exclamation marks and no em dashes. Numerals for money, sizes and days. One action per page, always Request a quote. No made-up reviews, awards or results.
Five ways not to use the logo.
Color and type follow the same idea. Do not add a color pair without measuring its contrast, and do not fake an italic, because Young Serif has none.
Do and do not.
DoPut the price and the lead time next to the button.
Do notHide a price behind “contact us”.
DoSay what the form does and does not do.
Do notSay a date is available unless a person has checked it.
DoUse real photos of real cakes.
Do notAdd effects that do not help someone order.
DoLabel example prices and demo data.
Do notCollect card numbers in a custom form.
Want a brand like this?
It is part of the $1,497 Complete Website and Brand Identity package. The price is fixed, so there is no quote to wait for.
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