2401 Brand Guide D07ea390

# CraftedWell Brand Reference

**Tagline:** "Crafted with care, savored with joy."

**Brand Pillars:** Artisanal Quality, Warm & Inviting, Simple Elegance

---

## Colors

### Primary Colors (use for text and main UI)
| Name | Hex | Use |
|------|-----|-----|
| Dark Chocolate | `#3D2314` | Body text, dark backgrounds |
| Chocolate | `#5A2C10` | Headings, primary accents |
| Cocoa | `#8B4A24` | Secondary text, subtle accents |

### Accent Colors (highlights and decorative)
| Name | Hex | Use |
|------|-----|-----|
| Caramel | `#C07F43` | Highlights, decorative elements |
| Soft Gold | `#D4A45A` | Premium accents, gradients |
| Cream | `#FDF8F3` | Backgrounds, cards |
| White | `#FFFFFF` | Page/slide backgrounds |

### Supporting Colors
| Name | Hex | Use |
|------|-----|-----|
| Muted Cream | `#F5EDE5` | Muted backgrounds |
| Border | `#E5D5C5` | Borders, dividers |

### Semantic Colors
| Name | Hex | Use |
|------|-----|-----|
| Forest | `#5A7A4A` | Positive, success, growth |
| Terracotta | `#B85C38` | Negative, warnings, decline |
| Slate | `#6B6B6B` | Neutral, N/A |

### Chart Colors (use in order)
1. Chocolate (#5A2C10)
2. Cocoa (#8B4A24)
3. Caramel (#C07F43)
4. Soft Gold (#D4A45A)
5. Dark Chocolate (#3D2314)

For positive/negative in charts: Forest (#5A7A4A) and Terracotta (#B85C38)

### Contrast Guide
| Combination | Ratio | Allowed |
|-------------|-------|---------|
| Dark Chocolate on White/Cream | 12:1 | ✓ Body text |
| Chocolate on White | 9:1 | ✓ Headings |
| White on Dark Chocolate | 12:1 | ✓ Reversed text |
| Caramel on White | 3:1 | Large text only |
| Soft Gold on White | 2:1 | Decorative only |

---

## Typography

**Display Font:** Georgia (serif) — titles, headings, quotes
**Body Font:** Arial (sans-serif) — body text, captions, labels

### Document Styles (Word/PDF)
| Level | Font | Size | Color |
|-------|------|------|-------|
| Title | Georgia Bold | 24pt | Chocolate (#5A2C10) |
| Heading 1 | Georgia Bold | 18pt | Chocolate (#5A2C10) |
| Heading 2 | Georgia Bold | 14pt | Cocoa (#8B4A24) |
| Heading 3 | Arial Bold | 12pt | Dark Chocolate (#3D2314) |
| Body | Arial | 11pt | Dark Chocolate (#3D2314) |
| Caption | Arial | 9pt | Cocoa (#8B4A24) |

### Presentation Styles (PowerPoint)
| Element | Font | Size |
|---------|------|------|
| Slide Title | Georgia Bold | 32–44pt |
| Section Header | Georgia Bold | 18–24pt |
| Body | Arial | 12–14pt |
| Caption/Label | Arial | 9–11pt |

---

## Logos

Three logo versions in `assets/`:

| File | Use Case |
|------|----------|
| `logo-primary.png` | White/light backgrounds |
| `logo-horizontal.png` | Headers, footers |
| `logo-reversed.png` | Dark Chocolate backgrounds only |

**Rules:**
- Clear space: height of "C" mark on all sides
- Minimum size: 80px width (digital), 0.75" (print)
- Never stretch, distort, add effects, or place on busy backgrounds

---

## Document Layout (Word/PDF)

- **Margins:** 1" all sides
- **Page size:** Letter (8.5" × 11")
- **Line spacing:** 1.15

### Element Styles
| Element | Style |
|---------|-------|
| Header | Horizontal logo left, page number right |
| Footer | Tagline or document title, Arial 9pt, Cocoa |
| Lists | Chocolate bullet/number, 0.25" indent |
| Block quotes | Cream background, Cocoa left border (3pt), italic |
| Hyperlinks | Cocoa, underlined |

---

## Presentation Layout (PowerPoint)

### Slide Types
| Layout | Background | Elements |
|--------|------------|----------|
| Title | White | Centered title, subtitle, horizontal logo bottom |
| Section Divider | Dark Chocolate | White text, centered |
| Content | White | Left accent bar (Chocolate, 8px), title top-left |
| Two Column | White | Side-by-side cards with Cream backgrounds |
| Data & Charts | White | Chart (2/3 width), metrics sidebar (1/3) |
| Quote | Cream | Caramel quotation mark, centered italic Georgia |
| Three Cards | White | Numbered circles in brand colors |
| Closing | Dark Chocolate | "Thank You" in white, reversed logo |

---

## Tables (All Formats)

| Element | Style |
|---------|-------|
| Header row | Chocolate background (#5A2C10), white text, Arial bold |
| Body rows | Alternating White and Cream |
| Borders | 1pt Border color (#E5D5C5), horizontal only |
| Alignment | Text left, numbers right |

---

## Visual Style

**Do:**
- White or Cream backgrounds
- Warm photography with natural lighting
- Rounded corners (6–8px) on cards and images
- Generous margins

**Don't:**
- Bright saturated colors
- Overcrowded layouts
- Heavy shadows or 3D effects
- Cold or blue-toned photography

---

## Voice & Tone

- Warm and approachable
- Clear and concise
- Avoid jargon and excessive punctuation