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  • Google DocsNorthwind Coffee brand kitExample output

    Northwind Coffee brand kit

    Northwind Coffee brand kit

    For anyone making things for Northwind Coffee: designers, writers, photographers and printers.

    The feel

    Calm. Warm. Unfussy.

    Specialty beans for people who brew at home on weekends: a good, calm cup without the usual fuss.

    Colours

    ColourHexJob
    Filter Paper#FAF7F2Main page background, and label text on buttons
    Grounds#2B231DBody text and headings
    Roast Brown#7B5135Buttons and links only
    Oat Linen#E8DFD0Section and card backgrounds, footer
    Pale Sage#E3E8DCCallouts, tips and highlighted panels
    Kitchen Sage#8C977DDecorative accents only: dividers, small illustrations, background shapes

    Approved text pairings. All pass WCAG AA for body text (4.5:1) and large text (3:1). Any pairing not listed here is not approved.

    TextOnContrast
    GroundsFilter Paper14.4:1
    GroundsPale Sage12.4:1
    GroundsOat Linen11.7:1
    Roast BrownFilter Paper6.4:1
    Filter PaperRoast Brown6.4:1
    Roast BrownPale Sage5.5:1
    Roast BrownOat Linen5.2:1

    Kitchen Sage is never used for text or for icons that carry meaning (2.9:1 on Filter Paper).

    How much of each: about 60% Filter Paper, 25% Oat Linen and Pale Sage together, 10% Grounds (mostly text), and 5% Roast Brown and Kitchen Sage combined, with Roast Brown kept for things people can click.

    Type

    Both fonts are free from Google Fonts. Load only Fraunces 500 and Figtree 400 and 600.

    UseFontWeightSizeLine height
    Headings (H1)Fraunces50040px (32px on phones)1.15
    Subheadings (H2, H3)Fraunces50024px1.3
    BodyFigtree400, with 600 for bold18px1.6
    Small printFigtree40014px1.5

    Voice

    1. Take your time. Write short, unhurried sentences and never push people to act fast.
    2. Talk to one person, like a neighbour. Use "you" and "we", as if talking across a kitchen counter.
    3. Say it plainly. Use everyday words, one idea per sentence and no coffee jargon.
    4. Never make anyone feel they're brewing it wrong. Every method counts.
    5. Let the coffee do the shouting. No hype, no capitals for emphasis and no exclamation marks.

    Words we use: brew, weekend, kitchen, slow, good

    Words we never use: artisanal, curated, elevate, hack, connoisseur

    Image style

    • Light: Soft morning window light from one side, with gentle shadows and low contrast.
    • Colour: Muted warm tones of oat, roast brown and sage, like a film photograph with fine grain.
    • Subjects: Beans, simple brewing kit and home kitchens that look a little lived in, with people shown only as hands.
    • Framing: Top down or eye level, subject off centre, plenty of empty space and no more than three objects in frame.
    • Avoid: Latte art, dramatic steam, dark moody espresso shots, gloss, busy cafés, cold blue tones and anything that looks staged.

    Logo

    Until there's a designed logo, use a simple wordmark.

    • Wordmark: "Northwind Coffee" on one line, in title case
    • Font and weight: Fraunces 500
    • Letter spacing: slightly open, +0.02em
    • Colour: Grounds #2B231D on light backgrounds, or Filter Paper #FAF7F2 on Roast Brown
    • Don't: set it in Kitchen Sage, stretch it, outline it or add shadows or other effects
    Made with Claude Code · Playbook

    Google Docs · Document

    The brand kit page. Step 6 of a real run for Northwind Coffee, a made-up roaster: everything the chat agreed, on one page.

  • Roasted coffee beans spilling from a kraft paper bag onto linen in soft window light

    Prompt Square 1:1 film photograph, fine grain, soft morning window light from one side, muted warm tones of oat, roast brown and sage, plenty of empty space. Close up of whole roasted coffee beans spilling from a kraft paper bag onto a linen cloth, top down, subject off centre. No people's faces, no text, no real logos.

    Full prompt

    Square 1:1 film photograph, fine grain, soft morning window light from one side, muted warm tones of oat, roast brown and sage, plenty of empty space. Close up of whole roasted coffee beans spilling from a kraft paper bag onto a linen cloth, top down, subject off centre. No people's faces, no text, no real logos.

    A light oak kitchen counter with a kettle, a pour-over dripper and a potted herb by a window

    Prompt Square 1:1 film photograph, fine grain, soft morning window light from one side, muted warm tones of oat, roast brown and sage, plenty of empty space. A lived in home kitchen counter in light oak with kettle, pour over dripper and potted herb, eye level, subject off centre. No people's faces, no text, no real logos.

    Full prompt

    Square 1:1 film photograph, fine grain, soft morning window light from one side, muted warm tones of oat, roast brown and sage, plenty of empty space. A lived in home kitchen counter in light oak with kettle, pour over dripper and potted herb, eye level, subject off centre. No people's faces, no text, no real logos.

    Hands in an oat knit sleeve pouring from a kettle into a paper filter over a mug

    Prompt Square 1:1 film photograph, fine grain, soft morning window light from one side, muted warm tones of oat, roast brown and sage, plenty of empty space. Hands in an oat knit sleeve pouring water from a kettle into a paper filter over a mug, eye level, subject off centre. No people's faces, no text, no real logos.

    Full prompt

    Square 1:1 film photograph, fine grain, soft morning window light from one side, muted warm tones of oat, roast brown and sage, plenty of empty space. Hands in an oat knit sleeve pouring water from a kettle into a paper filter over a mug, eye level, subject off centre. No people's faces, no text, no real logos.

    Made with Claude Code · PlaybookExample output

    Image

    Step 5: on-brand photos. Made with GPT Image 2.5 from the three prompts step 5 wrote, unedited.

  • MarkdownColours, contrast and typeExample output

    Colours, contrast and type

    1. Colours

    The three mood board colours stay as they are. Three new ones fill the everyday jobs.

    ColourHexJob
    Filter Paper (new)#FAF7F2Main page background, and the label text on buttons
    Grounds (new)#2B231DBody text and headings
    Roast Brown#7B5135Buttons and links, so brown always means "you can click this"
    Oat Linen#E8DFD0Section and card backgrounds, footer
    Pale Sage (new tint)#E3E8DCCallouts, tips and highlighted panels
    Kitchen Sage#8C977DAccents only: dividers, small illustrations, background shapes. Never text.

    2. Contrast

    How I worked it out (WCAG 2)

    1. For each channel, c = value ÷ 255.
    2. Make it linear: if c ≤ 0.04045, use c ÷ 12.92. Otherwise use ((c + 0.055) ÷ 1.055)^2.4. Every channel here is above 0.04045, so it's always the second rule.
    3. Relative luminance L = 0.2126 R + 0.7152 G + 0.0722 B, using the linear values.
    4. Contrast ratio = (L of the lighter colour + 0.05) ÷ (L of the darker colour + 0.05).

    Luminance of each colour

    ColourR linearG linearB linearL
    Filter Paper #FAF7F20.95600.93010.88790.93256
    Pale Sage #E3E8DC0.76820.80700.71570.79211
    Oat Linen #E8DFD00.80700.73790.63080.74485
    Kitchen Sage #8C977D0.26230.30950.20510.29189
    Roast Brown #7B51350.19810.08230.03560.10353
    Grounds #2B231D0.02420.01680.01230.01804

    Every text and background pairing in the kit

    TextBackgroundWorkingRatioAA body (4.5:1)AA large (3:1)
    GroundsFilter Paper0.98256 ÷ 0.0680414.4:1PassPass
    GroundsPale Sage0.84211 ÷ 0.0680412.4:1PassPass
    GroundsOat Linen0.79485 ÷ 0.0680411.7:1PassPass
    Roast Brown (links)Filter Paper0.98256 ÷ 0.153536.4:1PassPass
    Filter Paper (button label)Roast Brown0.98256 ÷ 0.153536.4:1PassPass
    Roast Brown (links)Pale Sage0.84211 ÷ 0.153535.5:1PassPass
    Roast Brown (links)Oat Linen0.79485 ÷ 0.153535.2:1PassPass

    The lowest pairing is 5.2:1, so nothing in the kit goes below 4.5:1.

    Not allowed: Kitchen Sage as text. On Filter Paper it comes out at 0.98256 ÷ 0.34189 = 2.9:1, which fails both body and large text. It also falls just short of the 3:1 that WCAG asks of icons and form borders, so keep it purely decorative. Anything that carries meaning uses Grounds or Roast Brown.

    3. Type

    Headings: Fraunces. A soft, slightly old style serif with rounded details. It feels warm and a little homely without getting fancy. Keep it at medium weight, because the heaviest weights start to show off.

    Body: Figtree. A clean, friendly sans with open letter shapes. It reads easily at length on a phone and stays out of the way.

    UseFontWeightSizeLine height
    Headings (H1)Fraunces50040px (32px on phones)1.15
    Subheadings (H2, H3)Fraunces50024px1.3
    BodyFigtree400, with 600 for bold18px1.6
    Small printFigtree40014px1.5

    Load only Fraunces 500 and Figtree 400 and 600 to keep pages quick.

    4. How much of each colour

    On a typical page, use about 60% Filter Paper, 25% Oat Linen and Pale Sage together, 10% Grounds (mostly as text), and 5% for Roast Brown and Kitchen Sage combined, with Roast Brown kept for things people can click.

    Made with Claude Code · Playbook

    Markdown · Document

    Step 3: colours, contrast and type. Every text pairing with its contrast ratio worked out. We checked the ratios independently and they match.

Works with

  • Claude
  • Claude Code
  • ChatGPT
  • +24 more

Not affiliated with or endorsed by the companies shown.

Brand and designPlaybookMembers

Build a brand kit in an afternoon

Three words become a one-page brand kit, with contrast-checked colours, two free fonts, voice rules and photos.

Version 1.0Updated 12 Oct 2026

Membership also includes Launch a one-page site with your AI in an hour and Set up the system behind your business.

Needs access to
None
Permissions
None
Time to result (our estimate)
10 minutes to set up, 120 minutes a run

Example

Example session

  1. Step 1: Start with a mood board

  2. You

    Pasted the mood board prompt for Northwind Coffee: specialty coffee beans for people who brew at home on weekends, calm, warm, unfussy.

  3. Your AI

    I can't make images in this chat, so here is everything ready to paste into your image tool.

  4. Steps 2 to 6: Feel, colours, voice, image style and the page

  5. You

    Pasted each step's prompt in order, in the same chat.

  6. Your AI

    The lowest pairing is 5.2:1, so nothing in the kit goes below 4.5:1.

What comes out
Google DocsNorthwind Coffee brand kitExample output

Northwind Coffee brand kit

Northwind Coffee brand kit

For anyone making things for Northwind Coffee: designers, writers, photographers and printers.

The feel

Calm. Warm. Unfussy.

Specialty beans for people who brew at home on weekends: a good, calm cup without the usual fuss.

Colours

ColourHexJob
Filter Paper#FAF7F2Main page background, and label text on buttons
Grounds#2B231DBody text and headings
Roast Brown#7B5135Buttons and links only
Oat Linen#E8DFD0Section and card backgrounds, footer
Pale Sage#E3E8DCCallouts, tips and highlighted panels
Kitchen Sage#8C977DDecorative accents only: dividers, small illustrations, background shapes

Approved text pairings. All pass WCAG AA for body text (4.5:1) and large text (3:1). Any pairing not listed here is not approved.

TextOnContrast
GroundsFilter Paper14.4:1
GroundsPale Sage12.4:1
GroundsOat Linen11.7:1
Roast BrownFilter Paper6.4:1
Filter PaperRoast Brown6.4:1
Roast BrownPale Sage5.5:1
Roast BrownOat Linen5.2:1

Kitchen Sage is never used for text or for icons that carry meaning (2.9:1 on Filter Paper).

How much of each: about 60% Filter Paper, 25% Oat Linen and Pale Sage together, 10% Grounds (mostly text), and 5% Roast Brown and Kitchen Sage combined, with Roast Brown kept for things people can click.

Type

Both fonts are free from Google Fonts. Load only Fraunces 500 and Figtree 400 and 600.

UseFontWeightSizeLine height
Headings (H1)Fraunces50040px (32px on phones)1.15
Subheadings (H2, H3)Fraunces50024px1.3
BodyFigtree400, with 600 for bold18px1.6
Small printFigtree40014px1.5

Voice

  1. Take your time. Write short, unhurried sentences and never push people to act fast.
  2. Talk to one person, like a neighbour. Use "you" and "we", as if talking across a kitchen counter.
  3. Say it plainly. Use everyday words, one idea per sentence and no coffee jargon.
  4. Never make anyone feel they're brewing it wrong. Every method counts.
  5. Let the coffee do the shouting. No hype, no capitals for emphasis and no exclamation marks.

Words we use: brew, weekend, kitchen, slow, good

Words we never use: artisanal, curated, elevate, hack, connoisseur

Image style

  • Light: Soft morning window light from one side, with gentle shadows and low contrast.
  • Colour: Muted warm tones of oat, roast brown and sage, like a film photograph with fine grain.
  • Subjects: Beans, simple brewing kit and home kitchens that look a little lived in, with people shown only as hands.
  • Framing: Top down or eye level, subject off centre, plenty of empty space and no more than three objects in frame.
  • Avoid: Latte art, dramatic steam, dark moody espresso shots, gloss, busy cafés, cold blue tones and anything that looks staged.

Logo

Until there's a designed logo, use a simple wordmark.

  • Wordmark: "Northwind Coffee" on one line, in title case
  • Font and weight: Fraunces 500
  • Letter spacing: slightly open, +0.02em
  • Colour: Grounds #2B231D on light backgrounds, or Filter Paper #FAF7F2 on Roast Brown
  • Don't: set it in Kitchen Sage, stretch it, outline it or add shadows or other effects
Made with Claude Code · Playbook

Fit

About this item

A brand kit is the page that makes everything you make look like it came from the same place. This playbook builds one in an afternoon, in one Claude chat: it starts from a mood board, names the feel, sets colours with contrast checked, picks two free fonts, writes voice rules and an image style, and puts it all on one page.

The example is a real run for Northwind Coffee, a made-up roaster, with three photos made from the kit's own image prompts.

What you get

  • A feel with three defined words, a positioning line and a "we are, we are not" table
  • Up to six colours with hex codes, jobs and contrast-checked text pairings
  • Two free Google Fonts with weights and sizes
  • Five voice rules with sample lines
  • A photo style guide with three image prompts
  • One brand kit page that holds it all

Good fit

  • New businesses that need a consistent look before they make anything else
  • Designers who want a fast first draft to react to with a client

Not for

  • Trademark searches or legal checks
  • Rebrands of established brands with a full guideline already

Who it is for

Skill level: New to AI

How to use

The steps

  1. Step 1: Start with a mood board

    Turns your three words into four image prompts, a three-colour palette and a short design direction.

    Runs in Claude

    Make a brand mood board from three wordsPromptFree

  2. Step 2: Name the feel

    Defines each of your three words, writes a positioning line and a "we are, we are not" table.

    Runs in Claude

  3. Step 3: Colours and type

    Grows the palette to a full set with jobs, checks every text pairing for contrast and picks two free fonts.

    Runs in Claude

  4. Step 4: Voice

    Writes five voice rules with a line to use and a line to avoid, plus sample lines.

    Runs in Claude

  5. Step 5: Image style

    Writes a photo style guide and three on-brand image prompts for any image tool.

    Runs in Claude

  6. Step 6: The brand kit page

    Puts the feel, colours, type, voice, image style and a simple wordmark on one shareable page.

    Runs in Claude

How to use it

Download the playbook and open README.md. Each step says which tool it runs in.

Trust

What's inside

  • 02-name-the-feel.md572 B
  • 03-colours-and-type.md1.1 KB
  • 04-voice.md559 B
  • 05-image-style.md702 B
  • 06-brand-kit-page.md698 B
  • README.md2.4 KB

File names and sizes only. The files come with membership.

Permissions required

None

Requirements

You bring

  • Your business name, what you sell and who buys it
  • Three words for how the brand should feel
  • An image tool for the mood board and photos, or a free stock photo site

Outside costs

  • Image generation credits, if you make the images with AI: Varies by tool (our estimate)

Tested on

VerifiedTested in the last 90 days
  • Claude Code · Claude Opus 5.512 Oct 2026 · Steps 1 to 6 for a made-up roaster. The step 5 images were made from its prompts with GPT Image 2.5.

Known limitations

  • It sets the direction and the rules. A finished logo still needs a designer, or a simple wordmark you set yourself.
  • Contrast ratios are worked out by the AI. Check them once in a free contrast checker before you print.
  • It does not check whether a name or look is already used by another business.

More

Questions

Do I need a designer?
Not to get started. The kit gives you colours, fonts, voice and image rules you can use straight away. For a custom logo or packaging, the kit is a strong brief to hand a designer.
Are the fonts free?
Yes. The playbook only suggests fonts from Google Fonts, which are free for personal and commercial use.
Can I use the mood board images?
The mood board prompt writes image prompts you can run in any image tool. The images you make are yours to use, within that tool's terms.

Reviews