Launch Kit · $99 one-time

The whole
brand, once.

Logo, colour, type, packaging artwork and the words — all decided against your product, all written down so it stops drifting.

Start — free profile first

You see a free sample of your own before paying

Everything in the pack

12 things, itemised.

Primary wordmark, drawn from your name in a type pairing chosen for your brief

Reversed wordmark for dark backgrounds, and a stacked lockup for labels

Submark monogram in two shapes — your avatar, your wax seal, your favicon

All logo files as outlined vector: no font to install, identical on every machine

A five-colour palette with hex, RGB and print (CMYK) values and a contrast check on each pair

A written rule for where each colour is allowed to go — and where it is not

A type system: two free commercial-use fonts, with a five-step size scale and the links to install them

Packaging artwork — three label sizes, a seal sticker and a thank-you sticker, text still editable

A voice guide: four rules written against your brief, the words that belong to you, the words to delete

Your shop bio, written twice — one that fits Instagram's 150 characters, one for an about page

The five-line product description formula, with a worked example using your own product

Logo usage rules: clear space, minimum size, and the five things never to do to it

A real one, in full

This is the actual output.

Not a screenshot and not a mock-up — the page below was generated by the same engine that will run on your profile, from a demonstration brief.

Download this sample bundle (.zip) Demonstration brief · not a customer's kit

Launch Kit · Marle & Ash

Marle & Ash

Your whole brand, built from the profile you filled in. Every file below is yours to use commercially, for ever, with no attribution.

The wordmark

Primary — outlined vector

Reversed, for dark backgrounds

Stacked lockup

Submark — circle

Submark — square, reversed

The logo files are outlined vector paths, not live text. That means they open identically on any machine, in Illustrator, Affinity, Inkscape, Canva or a vinyl cutter, whether or not the font is installed. Scale them to a billboard without losing an edge.

Colour

Kiln Smoke

Fired clay and ash. Reads handmade without tipping into farmhouse.

Ink#2B2320
RGB 43 35 32
CMYK 0 / 19 / 26 / 83

All body copy, the wordmark, and any line that has to be read at small size.

Base#F4EFE9
RGB 244 239 233
CMYK 0 / 2 / 5 / 4

Page and packaging background. The default state of everything.

Surface#E7DFD5
RGB 231 223 213
CMYK 0 / 3 / 8 / 9

Cards, label stock, a band behind a quote. Separation without a border.

Accent#A6603C
RGB 166 96 60
CMYK 0 / 42 / 64 / 35

One thing per view: the buy button, a price, the one word you want read first. Never a background.

Quiet#8C8178
RGB 140 129 120
CMYK 0 / 8 / 14 / 45

Secondary text, captions, ingredient lists, care instructions.

Legibility

Contrast ratios against the background. Anything below 4.5:1 is only safe at large sizes.

Pair	Ratio	Verdict
Ink on Base	13.47:1	Excellent
Quiet on Base	3.32:1	Large text only
Accent on Base	4.21:1	Large text only
Ink on Surface	11.67:1	Excellent

Close alternatives, if you want to see the brief pulled a different way: Rosemary Slate Garden

Type

Lora / Source Sans 3

Humanist and readable. The pairing to use when the words matter more than the look.

Role	Size	Font	Setting	Where
Display	48–72px	Lora 600	+0/1000 · line-height 1.0	Your name on the shop banner, a hero image, a poster
Heading	28–34px	Lora 600	−5/1000 · line-height 1.15	Product titles, section headings
Subhead	18–20px	Source Sans 3 600	0 · line-height 1.35	The line under a product title
Body	16–17px	Source Sans 3 400	0 · line-height 1.55	Descriptions, your about page, emails
Detail	12–13px	Source Sans 3 400	+80/1000, uppercase · line-height 1.4	Care instructions, ingredients, sizes, price

Get the fonts

Lora — SIL Open Font License — free for commercial use
Source Sans 3 — SIL Open Font License — free for commercial use

Both are free for commercial use. Install them on your computer and add them to Canva under Brand → Fonts so your templates render correctly.

How to use it

Clear spaceLeave a margin around the wordmark equal to the height of the capital letters. Nothing enters it — not a border, not a hashtag, not a photo edge.

Minimum sizeNever set the wordmark below 22px tall on screen, or 8mm in print. Below that, use the submark instead — that is what it is for.

ColourThe wordmark is #2B2320 on #F4EFE9, or #F4EFE9 on #2B2320. It is never #A6603C, never on a photograph without a solid panel behind it, never with a shadow or outline.

The accent is rationed#A6603C appears once per view — the button, the price, or one word. Used as a background it stops meaning anything.

Do notStretch it, rotate it, re-space it, re-colour it, put it inside a shape it did not come in, or re-type the name in a different font. The files are outlined so you never have to.

Packaging artwork

Round label 50mm

Rectangular 70×40mm

Tall 40×70mm

Seal sticker

Thank-you sticker

These keep their text editable, so you can change the batch number or the product name yourself. Send them to any sticker printer as SVG — they are already at the right proportions.

Your voice

Short sentence, then a longer one. Alternate. Never three short ones in a row.Rhythm is what stops product copy reading like a spreadsheet.

Write it the way you would say it while handing the thing over.Warm brands are built on the second person. Say "you" more than you say "we".

Name the material and the making in the first two lines — local stoneware clay, food-safe matte glaze.It is the one thing a factory competitor cannot copy, and the reason someone pays your price.

Never use: artisanal, curated, elevate, luxe, must-have, game-changer, perfect for any occasion.These words are on every drop-shipped listing on the internet. Using them makes you sound like one.

Words that belong to you

thrownglazedfiredtrimmedstonewaremattefoot ring

Words to delete on sight

artisanalcuratedelevateluxemust-havebespoke (unless it literally is)perfect for any occasiontreat yourself

Keep sentences under 24 words.

Shop bio

Instagram — 149/150 characters

Small-batch stoneware mugs with a matte oatmeal glaze. Local stoneware clay, food-safe matte glaze, nothing else. Shipped from my own hands to yours.

About page — Etsy, Shopify, your site

Marle & Ash makes stoneware mugs with a matte oatmeal glaze in small batches, using local stoneware clay, food-safe matte glaze. Slow on purpose: batches are limited, restocks are announced before they happen, and nothing is made in quantities I cannot check by hand. Made for people setting up a first proper kitchen.

Your Instagram bio is capped at 150 characters — this one fits. Put the "Etsy" link in the link field, not in the bio text.

How to write a product description

Five lines then facts. If a listing is longer than that, the extra words are costing you the sale, not making it.

Line	What goes there	Worked example
Line 1 — what it is, plainly	No adjectives yet. Just the object, the material, and the size.	Stoneware mugs with a matte oatmeal glaze, made from local stoneware clay, food-safe matte glaze.
Line 2 — the making	One specific step of your process. The more particular, the better.	Each one is finished by hand, so the edges are never exactly the same twice.
Line 3 — how it behaves in real life	How it feels, wears, ages, smells, or sits in the hand. This is the line that sells it.	It settles in after a week of use and looks better for it.
Line 4 — who it is for	Be narrow. Naming a smaller group sells more than naming everyone.	Made for people setting up a first proper kitchen.
The facts block	Bullets, no sentences: size, weight, material, care, what is included, dispatch time.	· Materials: local stoneware clay, food-safe matte glaze · Size: exact measurements in cm and inches · Care: one line · Dispatch: within X working days

Put the plain words a stranger would search — "stoneware mugs with a matte oatmeal glaze" — in the first line and the title. Not your brand name; nobody is searching for that yet.

$99.
Once.

No subscription, no upsell, nothing to cancel. You get the files, the licence is yours for ever, and they sit in your library so you can download them again whenever you lose the folder.

Start with the free profile. You will see your own palette, type pairing and hero framing diagram before you are asked for a card.

Start free Social Pack — $39 Photo Plan — $29

The wholebrand, once.