Color Palette
Resting CTA regression on live site
The live PDP ATC button uses #3A4F3C (hover/active green) as its resting color. Brand policy mandates #537156 for resting CTAs. Redesign must correct this.
Type Scale
IveMode is self-hosted from huxberry.com/cdn/shop/files/IvyMode-*.woff. Montserrat and Inter are also self-hosted. Urbanist (Google) is used in limited display contexts.
Button Variants
primary (live regression — resting #3A4F3C)
MUST be corrected to #537156 at rest
primary (corrected — resting #537156)
hover: #3A4F3C
secondary (canonical brown)
Collection CTAs · homepage tiles
ghost (green banner CTA)
Banner / richtext section CTAs
Photography Treatment
- Treatment
- mixed (studio product + light lifestyle)
- Mood
- natural light · warm · minimal · materials-forward · soft-neutral tones
- Subject emphasis
- Product-led with material detail shots; mattress layers and NHC range comparison imagery dominant. Gallery filenames (mattress_1-4.png) suggest rendered/still-life asset set.
- Aspect ratios
- 1:1 (PDP gallery, comparison cards) · 4:3 (lifestyle/bedroom sections)
Icon-with-text grid tiles use a warm cream surface (#efefe5) with small icon imagery, giving a materials-reference feel below the gallery. Homepage lifestyle content shows bedroom context shots (organic latex, organic wool products), which set the warm-neutral visual register for the whole site.
Brand Voice
Tone
Voice Cues
- Leads with material origin — names the source before benefits: "100% New Zealand Wool"
- Certifications as validators, not headlines — inline not headlined: "CertiPUR-US performance foams"
- Technical construction language — signals craft without hype: "7-zone Pocket-Spring Support Core"
- Delivery promise is plain and precise — no superlatives on logistics: "Made to Order - Delivery within 5 working days"
- Material + functional benefit in same phrase — not separated: "Tencel and Cashmere infused fabric cover"
Forbidden phrases observed on live store
"Experience Nature At Its Finest"— homepage hero. "Experience" is on the spec's forbidden list."KNow More"— collection tile CTA. Incorrect capitalisation + hollow CTA. Do not carry forward.
Spacing Scale
Container max-width: 1400px (overrides theme default of 1200px via style.css .page-width). Gutter: 20px (padding-right:20px; padding-left:20px from .page-width in theme.css).
Warnings (8)
Resting CTA color: Live PDP ATC button uses #3A4F3C at rest. Brand policy mandates #537156. All downstream roles must correct this.
Dark green as resting text/icon color: #3A4F3C used in heading and label text at 14px — perceptual clarity concern for deuteranomaly viewers.
#585048 confined to announcement bar on current live pages. Monitor prototype for leakage to hero/CTA surfaces.
"Experience Nature At Its Finest" on homepage hero. "Experience" is forbidden. Copy-writer must not propagate.
Homepage uses "KNow More" as CTA label — incorrect capitalisation + hollow phrase. Do not carry forward.
Legacy coral theme variable (--orange: #e16f62) present in shared style.css. Base-theme remnant; not used in NHC redesign.
NHC Select gallery filenames are mattress_1-4.png — generic names suggest provisional asset set. Graphics-director to confirm final imagery.
No 100-night trial messaging observed on live PDP — claim is unverified per brief. Do not add without PM sign-off.