Astrid & Co. — Brand Guidelines

Brand Guidelines · Edition 01

01 — Logo

Lockup · Emblem · Ornaments

One emblem, one wordmark, one ink. The lockup is always Deep Sèvres Green on a light canvas, or Crème Poudrée when reversed. Nothing else touches it.

Primary Lockup

Emblem over wordmark

Default for packaging, web headers, and stationery. Deep Sèvres Green on Warm Biscuit or Crème Poudrée.

Emblem

Seal without wordmark

Lids, stickers, social avatars, and anywhere the name already appears in type nearby.

Reversed

Crème Poudrée on Sèvres

The only permitted second colourway. Also valid on Framboise Impériale and Feuille Olive.

Clearspace & Minimum Size

One quarter on every side

Keep clear space equal to ¼ of the lockup width. Lockup never below 120 px / 32 mm; emblem never below 40 px / 12 mm.

Never

Stretch, recolour, sink, or shadow

No distortion. No accent colours on the mark. No Sèvres on dark or mid-tone grounds — reverse it instead. No effects, outlines, or gradients.

Ornament 01

Quatrefoil

The punctuation mark. Breaks a rule, separates list items, closes a paragraph. May repeat; never larger than the cap height of the text it sits beside.

Ornament 02

Acanthus

The crowning piece. Sits once per surface, centred above a label or below the emblem. Always upright, never mirrored or rotated. Minimum 24 px / 6 mm.

PearFennelOat

Ornament Rules

Metallic, single colour, flat

Ornaments take the palette's metallic only — Antique Gilt Gold, Dorado Trim, Or Brun, or Miel Chaud. Never the ink, never a tint, never outlined or shaded. One acanthus per surface; quatrefoils as needed.

02 — Typography

Type Hierarchy

Primary Display

PP Pangaia

Headers, flavour names, and heritage quotes. A high-contrast serif with the bearing of a salon menu.

Upright — Medium 500

Poire Williams

Jardin Vert

Flavour names, headers, SKU titles

Italic — Medium 500

Nourished as in the gardens of Versailles.

Heritage quotes, pull lines

Weight Ladder

Ultralight Italic 200 · Not used
Light Italic 300 · Long quotes only
Medium Italic 500 · Core
Bold Italic 700 · Core
Ultrabold Italic 800 · Not used

Secondary Body

PP Mori

Ingredients, nutritional information, and functional UI. Quiet, precise, and never competing with the display face.

Regular — 400

Organic pear, freeze-dried raspberry, a whisper of vanilla. Serve at room temperature.

Ingredients, nutritional copy, captions

Semibold — 600

Net 90g · From 6 months · Dietitian approved

Labels, badges, functional UI

Weight Ladder

Thin 100 · Not used
Extralight 200 · Not used
Book 300 · Long-form print
Regular Italic 400 · Core
Semibold 600 · Core
Extrabold 800 · Not used
Black 900 · Not used

Type Scale

Web · 1 rem = 16 px

Display: PP Pangaia Bold · 56–72 px · 1.0 · −0.02 em; Covers, hero
Heading One: PP Pangaia Medium · 36 px · 1.1; Flavour names, titles
Heading Two, in italic: PP Pangaia Medium Italic · 26 px · 1.25; Quotes, pull lines
Body copy sets in PP Mori Regular with generous leading.: PP Mori Regular · 16–17 px · 1.6; Ingredients, long copy
Net 90g · From 6 months · Dietitian approved: PP Mori Semibold · 13 px · 1.4; Labels, badges, UI
Eyebrow · Caption · Section Label: PP Mori Regular · 10–11 px · 0.28–0.38 em · Uppercase; Eyebrows, plate labels

03 — Colour System

House & SKU

The house is biscuit, Sèvres, and gilt — a nursery salon, not a patisserie. Garden green and apricot are SKU rooms only.

Proportion on any surface: canvas about 70%, inserts 20%, ink and metallic accents share the last 10%. Metallics are for frames, rules, and ornaments — never for words smaller than 24 px.

Click any swatch to copy its hex

House 01

Salon de Thé

Packaging, web, stationery. The default room.

Text pairing · Sèvres on Biscuit 9.1:1 · on Crème 10.1:1

Warm Biscuit

#F4ECE1 · Primary BG

Crème Poudrée

#FBF8F1 · Inserts

Deep Sèvres Green

#264436 · Typography

Antique Gilt Gold

#C8A962 · Accents

Blush Glaze

#F7E5DE · Stickers

House 02

Marie-Antoinette

Story, process, and ceremonial campaigns.

Text pairing · Framboise on Rose 7.1:1 · on Bleue 7.3:1

Macaron Rose

#F6D5DC · Story Canvas

Porcelaine Bleue

#D0E3EC · Alternating BG

Crème Fraîche

#FFFDF9 · Crisp Backdrop

Framboise Impériale

#7B263B · Primary Text

Dorado Trim

#D5BA7F · Monogram Seals

Sku · Garden

Le Jardin Botanique

Green Garden only. Never a house substitute.

Text pairing · Olive on Pistache 5.1:1 · Or Brun 3.4:1 large only

Pistache Clair

#DFEBD5 · SKU Canvas

Feuille Olive

#526543 · Headings

Warm Biscuit

#F4ECE1 · Pills

Or Brun

#9B7642 · Badges

Fleur de Pois

#E8DCDE · Accents

Sku · Orangerie

Orangerie Solaire

Golden Apricot only. The warm counterpart.

Text pairing · Terre Cuite on Abricot 9.1:1 · on Ivory 11.2:1

Abricot Pêche

#F9D8C0 · Hero Tone

Chantilly Ivory

#FAF5EC · Clean Fields

Terre Cuite

#4C2E21 · Body Text

Miel Chaud

#E3A857 · Swipe Indicators

Sauge Douce

#CCD8C7 · Botanical Balance

04 — Brand Application

Social · 350 × 400 · Export at 3×

One plate, four rooms. Every post is centered, double-framed, and signed with a short rule — or, for ceremonial posts, the ornate image border. Colour changes by palette; the ceremony does not. Words are always set in the palette's ink; metallics carry the frame, rule, and ornament only. Below each plate, every element is mapped to its swatch.

Open Post Studio →

Heritage Note

A child is fed not only with fruit, but with ceremony.

Astrid & Co.

Colour Mapping

Salon de Thé

Canvas: Warm Biscuit · #F4ECE1
Frame · Rule: Antique Gilt Gold · #C8A962
Ornament: Antique Gilt Gold · #C8A962
Label: Deep Sèvres Green · #264436
Quote: Deep Sèvres Green · #264436
Pill: Blush Glaze · #F7E5DE

Salon de Thé

Dietitian

Approved

Every pot is formulated to paediatric nutrition standards. No concentrates.

Est. Standard · 01

Colour Mapping

Salon de Thé

Canvas: Crème Poudrée · #FBF8F1
Frame · Rule: Antique Gilt Gold · #C8A962
Ornament: Antique Gilt Gold · #C8A962
Label · Body: Deep Sèvres Green · #264436
Headline: Deep Sèvres Green · #264436
Pill: Warm Biscuit · #F4ECE1

Process

Liofilizirano

Freeze-dried at peak ripeness

Fruit captured at the hour of its best flavour. Nothing added. Nothing lost.

Astrid & Co.

Colour Mapping

Marie-Antoinette

Canvas: Macaron Rose · #F6D5DC
Frame · Rule: Dorado Trim · #D5BA7F
Ornament: Dorado Trim · #D5BA7F
Label · Body: Framboise Impériale · #7B263B
Headline: Framboise Impériale · #7B263B
Pill: Crème Fraîche · #FFFDF9

Petite Histoire

The orchard keeps
its own hours.

Pears picked in September. Sealed the same afternoon. Opened in a nursery in March.

Chapter · 02

Colour Mapping

Marie-Antoinette

Canvas: Porcelaine Bleue · #D0E3EC
Frame · Rule: Dorado Trim · #D5BA7F
Ornament: Dorado Trim · #D5BA7F
Label · Body: Framboise Impériale · #7B263B
Quote: Framboise Impériale · #7B263B
Pill: Crème Fraîche · #FFFDF9

Collection · Jardin

Jardin Vert

Petits Pois · Menthe

Green Garden · 90g

Colour Mapping

Le Jardin Botanique

Canvas: Pistache Clair · #DFEBD5
Frame · Rule: Feuille Olive · #526543
Ornament: Or Brun · #9B7642
Label: Feuille Olive · #526543
Headline: Feuille Olive · #526543
Pill: Warm Biscuit · #F4ECE1

Collection · Orangerie

Orangerie

Abricot · Vanille

Golden Apricot · 90g

Colour Mapping

Orangerie Solaire

Canvas: Abricot Pêche · #F9D8C0
Frame · Rule: Terre Cuite · #4C2E21
Ornament: Miel Chaud · #E3A857
Label: Terre Cuite · #4C2E21
Headline: Terre Cuite · #4C2E21
Pill: Chantilly Ivory · #FAF5EC

Cadre Orné

The seal

of the house

Ceremonial posts only. Slice 27 · width 20px · round.

Border-image · 01

Colour Mapping

Salon de Thé · Ornate

Canvas: Crème Poudrée · #FBF8F1
Mat: Noir · #0C0C0C
Frame: Ornate border · slice 27 · 20px
Ornament: Antique Gilt Gold · #C8A962
Type: Deep Sèvres Green · #264436
Pill: Warm Biscuit · #F4ECE1

05 — Downloads

Logo · Ornaments · Type · Colour

Everything needed to reproduce the brand. Typefaces are licensed from Pangram Pangram to Astrid & Co. for internal and agency use only — do not redistribute.

Logo

Primary lockup

Vector, Deep Sèvres Green. Scales to any size; recolour only to Crème Poudrée for reversed use.

Download SVG65 KB

Logo

Emblem

Seal without the wordmark. For lids, stickers, avatars, and favicons.

Download SVG52 KB

Ornament

Quatrefoil

Single path, fills with currentColor. Punctuates rules and lists; repeat freely at small sizes.

Download SVG2 KB