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DIRTDATETM

Brand guide, v0.1

The rules.

A fashion and beauty brand that happens to sell soil. Confident, physical, never cute. Your weekly date with nature.

Logos

DIRTDATETM

Primary wordmark

Bodoni Moda Italic, caps, tight. Acid Bloom on black, Dirt Black on Canvas. Small TM.

DIRTDATETM

Stamp

Anton with letterpress bite. Badges, stickers, tote prints only.

DD

Monogram

DD. Favicon, avatars, the inside of a lid.

Always TM, never the registered mark. The name lives in one config value.

Palette

Dirt Black#171513Default background.
Poppy Red#DF3023Accents, the marquee, stamps, large type on Canvas.
Acid Bloom#D5E84BWordmark, headlines and buttons on black. Never text on Canvas.
Canvas#F1E5CCLight sections and packaging.
Soil Brown#78513BSplatter, hover states, quiet details.

On Canvas, text is Dirt Black. Poppy Red only for large type. Focus rings are Acid Bloom on black, Poppy Red on Canvas. No gradients, no shadows, square corners.

Type

Display / Bodoni Moda ItalicGet dirty.
H2 / Bodoni Moda ItalicThe Ritual
H3 / Bodoni Moda ItalicCheck your growth.
Body / Jost 400Plant, water, prune or repot. 25 minutes, hands in the dirt, phone away.
Nav and product names / Jost capsThe Sunday Kit
Notes / Permanent Marker, tilted, sparinglyphone away.
Stamp / AntonBestseller

Buttons

Square. Caps, tracked. No arrows, no icons for decoration, no shadows.

On Canvas

Photography

  • Direct on-camera flash. Hard shadows.
  • Near-black backdrop, every time.
  • Soil on skin. Sweat is fine. Wet red petals.
  • Chrome tools, acid-lime gloves, canvas packaging with one red poppy.
  • Black bottles with cream serif labels.
  • Shot by women, for women. Hands, arms, legs. Confident, not posed-cute.
  • Never burlap, pastel green, gingham or a sunhat.
  • No text baked into images. All type stays live.
Reference: soil covered hands holding wet poppiesReference: lime gloves and chrome scoop in soil

Details

Poppy line drawing
Cosmos line drawing
Soil splatter

Light film grain over everything. Ink drawings for packaging, empty states and the 404. No leaf icons.

Voice

Short, dry, flirty, second person. Reads like a person wrote it.

  • No em dashes. Use a period or a comma.
  • No exclamation points.
  • No wellness filler. Not journey, nourish, elevate or unlock.
  • Never say a product treats, cures or prevents anything.
  • No plant-mom jokes. No emoji.
  • No fake reviews, press logos, testimonials or follower counts.

Lines to use

  • Your weekly date with nature.
  • Pretty things grow in dirt.
  • Get dirty.
  • Same girl. New hobby.
  • Grow your own happiness.
  • It's a dirt date.
  • Matcha. Pilates. Plants.
  • 25 minutes. A lifetime of benefits.