---
name: Petfinn
description: "A strong example of a modern, friendly consumer brand that balances playful imagery with clean, professional design."
version: alpha

colors:
  background: "#FFFFFF"
  primary: "#161345"
  secondary: "#321004"
  tertiary: "#FF7F00"
  neutral: "#999999"
  bg-soft: "#F9F9F9"
  bg-quiet: "#F2E6EC"
  muted-soft: "#EBEBEB"
  line: "rgba(235,235,235,1)"

typography:
  display:
    fontFamily: transitional-serif
    fontSize: 80px
    lineHeight: 1.0
    fontWeight: 400
    letterSpacing: "-1px"
  heading:
    fontFamily: geometric-sans
    fontSize: 30px
    lineHeight: 1.2
    fontWeight: 400
    letterSpacing: "0.9px"
  body:
    fontFamily: geometric-sans
    fontSize: 18px
    lineHeight: 1.4
    fontWeight: 400
    letterSpacing: "0.9px"

rounded:
  sm: 4px
  md: 20px
  lg: 32px
  pill: 999px

spacing:
  xs: 4px
  sm: 8px
  md: 16px
  lg: 24px
  xl: 32px
  2xl: 48px
  3xl: 64px

---

## Overview

A warm, accessible DTC brand for dog supplements using playful imagery and clean typography.

*A friendly neighborhood pet store meets modern health brand.*

## Colors

High-contrast dark blue ink on soft pink or white backgrounds, punctuated by energetic orange accents for CTAs and highlights.

- **Background (`#FFFFFF`)** — uses `bg` token
- **Primary text (`#161345`)** — uses `ink` token
- **Secondary text (`#321004`)** — uses `ink-soft` token
- **Accent (`#FF7F00`)** — uses `accent` token
- **Muted (`#999999`)** — uses `muted` token
- **Borders (`rgba(235,235,235,1)`)** — uses `line` token

## Typography

- **Display:** transitional-serif
- **Body:** geometric-sans

- Headlines use a bold transitional serif with tight tracking.
- Body text uses a clean geometric sans-serif for readability.
- Text is primarily uppercase or sentence case depending on context.

## Layout

Full-width hero sections transitioning into centered content grids.

*Rhythm:* 8px base rhythm with generous spacing between sections.

## Elevation & Depth

- 0px 0px 1px 0px rgba(0, 0, 0, 0.2)
- Borders: Thin 1px borders used sparingly, mostly on outlined buttons.

## Shapes

- `sm`: 4px
- `md`: 20px
- `lg`: 32px
- `pill`: 999px

## Components

- **button:** Pill-shaped primary buttons in dark blue with white text; outlined ghost buttons with dark blue text.
- **card:** Product cards with large imagery and minimal text, featuring rounded corners.
- **hero:** Large split-layout hero with bold typography on a solid colored background paired with lifestyle photography.

## Do's and Don'ts

**Don't:**
- Don't use harsh neon colors — the screenshot shows soft pastels and deep navy.
- Don't use purely geometric sans-serif for headlines — the screenshot shows a prominent transitional serif.
- Don't use sharp, square corners on containers — the screenshot shows consistently rounded corners.
- Don't use small, dense text blocks — the screenshot shows large, legible type with ample spacing.
- Don't use dark mode aesthetics — the screenshot is predominantly light and bright.
- Don't use heavy drop shadows — the screenshot shows flat surfaces with minimal or no elevation.

---

## System Prompt (paste into AI agent)

```
Finn is a consumer DTC brand for dog supplements. The design is warm, approachable, and clean, featuring a soft pink and white palette contrasted with deep navy and energetic orange accents. Typography relies on a bold transitional serif for display and a clean geometric sans-serif for body text. Critical constraints: Do not use dark mode aesthetics. Do not use harsh neon colors. Do not use purely geometric sans-serif for display headlines. Maintain high contrast and generous white space.
```