ShelfworthyYours to use commercially · no attribution required
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.
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