# OurRecipeTree.com Brand Kit
## Brand Story
OurRecipeTree.com is a platform dedicated to preserving and sharing family culinary heritage through digital recipe preservation. We help families capture not just ingredients and methods, but the stories, memories, and traditions that make each recipe special.
## Brand Values
- **Heritage Preservation**: Safeguarding family traditions and memories
- **Connection**: Bringing families together through shared culinary experiences
- **Innovation**: Making recipe preservation accessible through technology
- **Community**: Fostering a supportive environment for recipe sharing
- **Authenticity**: Celebrating genuine family stories and traditions
## Visual Identity
### Colors
Primary Palette:
- **Warm Brown** (#8b6b29) - Primary brand color, represents warmth and tradition
- **Forest Green** (#45652f) - Secondary color, represents growth and heritage
- **Golden Yellow** (#fec03c) - Accent color, represents warmth and positivity
- **Sage Green** (#9abb43) - Complementary color, represents freshness and nature
Color Usage:
- Warm Brown (#8b6b29)
- Primary headers
- Main CTAs
- Logo
- Important UI elements
- Forest Green (#45652f)
- Secondary headers
- Navigation elements
- Footer
- Accent borders
- Golden Yellow (#fec03c)
- Highlights
- Secondary CTAs
- Important callouts
- Interactive elements
- Sage Green (#9abb43)
- Background accents
- Success states
- Decorative elements
- Secondary buttons
### Typography
Primary Font: Montserrat
- Usage across all elements for consistent branding
Weight Applications:
- **Extra Bold (800)**: Main headlines
- **Bold (700)**: Section headers, CTAs
- **Semi Bold (600)**: Subheaders, navigation
- **Regular (400)**: Body text, descriptions
- **Light (300)**: Captions, secondary text
Type Scale:
- H1: Montserrat Extra Bold, 40px/48px
- H2: Montserrat Bold, 32px/40px
- H3: Montserrat Bold, 24px/32px
- H4: Montserrat Semi Bold, 20px/28px
- Body: Montserrat Regular, 16px/24px
- Small: Montserrat Light, 14px/20px
### Logo Usage
Clear Space:
- Maintain padding equal to the height of the capital 'R' in "Recipe"
- Never place other elements within this space
Minimum Size:
- Digital: 100px wide
- Print: 1 inch wide
Color Variations:
- Primary: Warm Brown (#8b6b29)
- Light: White for dark backgrounds
- Dark: Forest Green (#45652f) for light backgrounds
### Photography Style
- Natural lighting
- Warm, inviting tones that complement brand colors
- Authentic food styling
- Include human elements when possible
- Focus on detail and texture
- Include vintage elements (old recipe cards, family photos)
## Voice and Tone
### Brand Voice
- Warm and welcoming
- Knowledgeable but not pretentious
- Encouraging and supportive
- Authentic and genuine
- Respectful of traditions
### Writing Guidelines
- Use active voice
- Keep sentences clear and concise
- Include personal touches
- Incorporate storytelling elements
- Be inclusive and welcoming
### Messaging Examples
- Headlines: "Preserve Your Family's Recipe Legacy"
- CTAs: "Start Your Recipe Tree"
- Feature Description: "Capture Stories, Not Just Ingredients"
- Value Proposition: "Where Family Recipes Live Forever"
## Social Media Guidelines
### Visual Consistency
- Use brand colors in all graphics
- Maintain Montserrat font family
- Consistent filter usage to maintain brand color harmony
- Include logo watermark when appropriate
### Tone by Platform
- **Instagram**: Visual storytelling, behind-the-scenes, user stories
- **Facebook**: Community engagement, longer stories, tips
- **Pinterest**: Instructional content, inspiration, organization tips
- **LinkedIn**: Business insights, industry trends
### Hashtag Strategy
Primary Hashtags:
- #SaveNonna
- #OurRecipeTree
- #FamilyRecipes
- #RecipePreservation
- #CookingTraditions
- #FamilyHistory
## Design Elements
### UI Components
Button Styles:
- Primary: Warm Brown (#8b6b29) background, white text
- Secondary: Golden Yellow (#fec03c) background, Forest Green (#45652f) text
- Tertiary: Sage Green (#9abb43) background, white text
Cards and Containers:
- Border Radius: 33px
- Border Color: Forest Green (#45652f) at 20% opacity
- Shadow: 0 2px 4px rgba(139, 107, 41, 0.1)
### Icons and Graphics
Style:
- Simple, clean lines
- Two-tone design using brand colors
- Consistent stroke width (2px)
- Rounded corners (2px radius)
### Pattern Library
Decorative Elements:
- Vintage recipe card textures
- Subtle cooking-related patterns
- Hand-drawn botanical elements in brand colors
- Family tree motifs using Forest Green (#45652f)
## Accessibility Guidelines
- Maintain WCAG 2.1 AA compliance
- Minimum contrast ratio: 4.5:1
- Button size minimum: 44x44px
- Clear focus states
- Alt text for all images
- Screen reader-friendly headings
