Eleven architectures, each in the brand palette and again in a concept or mockup palette. Same products, same copy, same Shopify structure throughout.
Twenty two homepages, eighteen palettes
Eleven architectures, each built twice. Once in the logo palette, and once in a palette lifted from the concept boards or mixed from the label mockups. Same products, same copy, same Shopify structure throughout, so a decision here is a decision about feel.
Built on the logo
Only the four hues in the logo, plus tints and shades of the same hues.
Yellow carries the page and white is the rest stop.
Open 02 · Ink groundInk carries the page, yellow is the light in the dark.
Open 03 · White groundWhite carries the page, ink does the talking, red does the selling.
Open 04 · White with yellow chromeA corner store you trust.
Open 05 · White grading to charThe page heats up as you scroll, green through gold to red to char, with a gradient spine tracking your progress.
Open 06 · Cream paperWarm hospitality.
Open 07 · Full bleed slabsBrutalist.
Open 08 · White editorialA food publication that happens to sell things.
Open 09 · Ink with blue glowNight market.
Open 10 · Grey app groundApp shaped.
Open 11 · White galleryGallery quiet.
OpenFrom the concepts and the mockups
Six palettes lifted straight off the concept boards, five mixed from the label artwork on the bottle mockups. Every value was sampled from the file, not guessed.
Mercado architecture, soft yellow ground.
Open 13 · Mockup, San Francisco labelSmokehouse architecture, deep navy ground.
Open 14 · Concept 02Shelf architecture, peach ground.
Open 15 · Mockup, Okie Dokie Smokie labelBodega architecture, wheat cream ground.
Open 16 · Concept 03Heatwave architecture, paper white ground.
Open 17 · Concept 01Cantina architecture, warm cream ground.
Open 18 · Mixed, Concept 07 purple plus desertStack architecture, warm white ground.
Open 19 · Concept 07Market architecture, sand ground.
Open 20 · Mockup, blue product setNeon architecture, indigo ground.
Open 21 · Concept 05Kiosk architecture, ice blue ground.
Open 22 · Mockup, Big Muddy labelArchive architecture, deep teal ground.
OpenFrom the mockups
Three names are confirmed on real labels. The rest extend the same place-name system so the range reads as one idea rather than a list of flavours.
Roasted garlic and serrano with a squeeze of lemon. Bright, coastal and good on everything.
Mango, jalapeno and chipotle. Sweet up front, a warm glow on the finish. Everybody loves this one.
Roasted hatch chile and tomatillo with lime. Bright, green, and good on absolutely everything.
Chile de arbol, toasted garlic and sesame. The everyday red you will go through fast.
Habanero, citrus and a splash of rum. Sunshine with a proper kick behind it.
Reaper and ghost, balanced with roasted tomato. Made for the friend who lives for this.
Oklahoma inspired. Molasses, smoked paprika and a long slow finish. Built for ribs.
Tamarind and blackstrap molasses with smoked chile. Sticky, glossy and ridiculously good.
Brown sugar, ancho and cider vinegar. Built to make chicken and pork sing.
How the palettes relate
The first eleven designs stay strictly inside the logo. The second eleven open it up to the concept boards and the label art, which bring in navy, ocean blue, teal, burgundy, rust, coral, purple, ice and wheat. Every palette keeps the same role structure, so switching one is a token swap rather than a redesign.
#FBBC42#E83A1C#182022#5773AEEvery action colour in all eighteen palettes clears 4.5:1 against its label. The tables below show the measured ratios.
Dark red and coral on a soft buttery yellow. Warm and loud without shouting the way the brand yellow does.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #A4151B | 7.77:1 | AA |
| Sample text | #3A0A0C on #FCDE67 | 12.85:1 | AA |
| Sample text | #5A3A32 on #FFFFFF | 10.07:1 | AA |
| Sample text | #3A0A0C on #FFFFFF | 17.09:1 | AA |
Sampled from Concept 06. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open SunsetLifted straight off the San Francisco Heat label. Dark navy ground, wave blue, a red cap accent.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #A8241C | 7.16:1 | AA |
| Sample text | #0D1B2A on #E8B23A | 9.0:1 | AA |
| Sample text | #A9C2D6 on #08121C | 10.21:1 | AA |
| Sample text | #FFFFFF on #08121C | 18.86:1 | AA |
Sampled from Mockup, San Francisco label. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open HarborNavy and ocean blue on a peach ground. Reads coastal and clean, and it matches the San Francisco label.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #05658A | 6.49:1 | AA |
| Sample text | #01152E on #F0A93C | 9.1:1 | AA |
| Sample text | #3E4A57 on #FFFFFF | 9.04:1 | AA |
| Sample text | #01152E on #FFFFFF | 18.29:1 | AA |
Sampled from Concept 02. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open Deep SeaFrom the Oklahoma label. Brick red and wheat gold on cream, with a pine green for depth.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #8E1F0D | 8.93:1 | AA |
| Sample text | #2A1A10 on #E0A93C | 7.9:1 | AA |
| Sample text | #54453A on #FFFFFF | 9.17:1 | AA |
| Sample text | #2A1A10 on #FFFFFF | 16.75:1 | AA |
Sampled from Mockup, Okie Dokie Smokie label. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open DerrickBurgundy and a pure red on near-white paper, with a bright teal rule. Formal without being cold.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #C00101 | 6.47:1 | AA |
| Sample text | #2A0512 on #E0A94A | 8.81:1 | AA |
| Sample text | #4C3A40 on #FFFFFF | 10.57:1 | AA |
| Sample text | #2A0512 on #FFFFFF | 18.6:1 | AA |
Sampled from Concept 03. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open BurgundySoft black type on warm cream, rust as the action colour and a teal hairline. The calmest of the set.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #A8410F | 6.13:1 | AA |
| Sample text | #1D1F20 on #E0A94A | 7.84:1 | AA |
| Sample text | #4E4741 on #FFFFFF | 9.12:1 | AA |
| Sample text | #1D1F20 on #FFFFFF | 16.55:1 | AA |
Sampled from Concept 01. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open TerracottaThe purple hiding in Concept 07, pushed forward into a magenta action colour with a lime counterpoint.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #A31352 | 7.57:1 | AA |
| Sample text | #2A0A2E on #E8B23A | 9.19:1 | AA |
| Sample text | #4E3C4C on #FFFFFF | 10.12:1 | AA |
| Sample text | #2A0A2E on #FFFFFF | 17.78:1 | AA |
Sampled from Mixed, Concept 07 purple plus desert. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open Prickly PearNear black and burnt orange on sand, with a deep purple for the highlight. The most unexpected of the seven.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #A44710 | 6.02:1 | AA |
| Sample text | #0F0F0F on #E8B23A | 9.91:1 | AA |
| Sample text | #4A4239 on #FFFFFF | 9.86:1 | AA |
| Sample text | #0F0F0F on #FFFFFF | 19.17:1 | AA |
Sampled from Concept 07. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open AdobeThe indigo from the blue product set, warmed up with an ember red and a lantern gold.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #AF3320 | 6.33:1 | AA |
| Sample text | #212B44 on #F0B93C | 7.84:1 | AA |
| Sample text | #B0BCD4 on #161D2E | 8.8:1 | AA |
| Sample text | #FFFFFF on #161D2E | 16.81:1 | AA |
Sampled from Mockup, blue product set. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open Midnight MarketDeep navy on an ice blue ground with a bright sky accent. The coolest palette here by a distance.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #0A6F9E | 5.55:1 | AA |
| Sample text | #034877 on #F2B23C | 5.1:1 | AA |
| Sample text | #2F5266 on #FFFFFF | 8.33:1 | AA |
| Sample text | #034877 on #FFFFFF | 9.56:1 | AA |
Sampled from Concept 05. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open IceFrom the Big Muddy label. A dark teal ground with sunset orange and river gold on top.
| Sample | Pair | Ratio | WCAG |
|---|---|---|---|
| Sample text | #FFFFFF on #B44714 | 5.45:1 | AA |
| Sample text | #0C222C on #E8B23A | 8.48:1 | AA |
| Sample text | #A6BFC2 on #071820 | 9.35:1 | AA |
| Sample text | #FFFFFF on #071820 | 18.09:1 | AA |
Sampled from Mockup, Big Muddy label. The re-skin rewrites every brand hex inside the design, so gradients, glows and one-off fills all follow the palette rather than just the tokens.
Open Bayou