CartChef Brand Kit
Logo system, colors, typography, and guidelines for consistent brand expression across all touchpoints.
Brand Overview
Tagline: Plan your meals, fill your cart, done in minutes.
Mission: CartChef helps people plan meals effortlessly and turn those plans into a complete grocery cart in minutes — reducing decision fatigue and saving time.
Personality: Friendly and approachable · Modern and efficient · Trustworthy and practical · Food-forward, not corporate
Logo Variations
CartChef has a flexible logo system designed for apps, marketing, and system UI. The icon combines a shopping cart with a chef hat — planning meets cooking.
Full Logo (Icon + Text)
Light Mode (Primary)
Dark Mode
iOS Tinted Mode
Icon Only (Cart + Hat)
Light Mode
Dark Mode
iOS Tinted Mode
Usage Guidelines
Do
- Maintain clear space equal to the height of the chef hat around the logo
- Use approved color palettes only
- Ensure contrast meets WCAG guidelines
- Use the appropriate variation for each context
Don't
- Stretch, skew, or rotate the logo
- Apply drop shadows or gradients to the logo
- Change logo colors outside approved palettes
- Place on busy or low-contrast backgrounds
Color Palette
Light Mode (Brand)
Dark Mode (Contrast-Optimized)
iOS Tinted Mode
Typography
Headlines: Blustrue — Bold, dynamic strokes; modern and energetic. Fallback: Archivo.
Body: Archivo — Clean, readable sans-serif. Prioritize readability over style.
Voice & Tone
Clear and concise · Encouraging, not pushy · Helpful, not overwhelming
Example copy:
- "Dinner planned in minutes"
- "Your cart, ready to go"
- "Less planning. More cooking."