09 · Brutalist / Raw
A complete Brutalist / Raw brand kit, composed by Brandwright for the fictional brand SLAB — every asset below comes from one brief. Read-only; start your own to refine any part.
brand kit · essential set
SLAB /
The generative core: brief, logo family, palette, typography. Click any filled asset to see all versions.
⚠️ AI-generated — review and refine before shipping. The marks are extracted to SVG/PNG by an AI pipeline, so small imperfections (a stray tone, a slightly-off path, an occasional mis-cropped detail) are possible. Anything off is editable, or just ask the agent to re-generate it.
Strategy
SLAB is a streetwear label with a blunt, high-impact, deliberately un-corporate identity built for the street.
- Industry
- streetwear label
Art direction
flat vector · wordmark-only mark · neutral/vivid/light
Imagery & illustration: flat vector style.
Ask Brandwright to set an audience and a mission to round out the strategy.
Cohesion4/4
Does the identity read as one system? A structural check across voice, art direction, and the mark set.
- met:
Unified personality
one personality drives both voice and visuals
- met:
Art direction set
medium + mark type fixed for the whole brand
- met:
Complete mark system
3/3 logo marks extracted from one brief
- met:
Type pairing set
heading + body chosen as a pair
00
the locked source every asset comes fromLocked brief
The single 16:9 composed source image. Every logo, color, and typeface below is extracted from it — change the brief and the whole kit follows.
1536×1024
.png
versions
brief.png01
3 marks · SVG master + PNG rasterLogo family
bg
mark
◧
every size a browser or OS asks for — and what each is forFavicons & app icons
Browser tab
A purpose-built mark distilled from your logo marks to stay clear in a tiny browser tab.
SLAB×1024²
.png
versions
favicons/faviconApp & home screencomposed
The app-icon tile, sized for iOS, Android & PWA installs.
the maskable icon keeps a safe zone, so any mask (circle/squircle) can’t clip the mark
★
the identity applied — product UI + social cardBrand in use
theme
slab.com
SLABProductPricingGet started
Welcome to SLAB
The identity applied to a product surface — mark, type, and palette working as one system.
Primary actionSecondary
1200 × 630
social/og-image.pngsocial/ as the brand lockup on the surface color.03
6 rolesColor palette
#FF260ESlab Red
#FF3A16Bright Orange Red
#898D8ECool Gray
#F7F1E8Warm Off White
#0B0C0CBlack
#1C1D1ECharcoal
These colors are easy to read.
“Contrast” is how clearly text stands out from the color behind it. When it’s too low, text gets hard to read — especially for people with weaker eyesight or on a bright screen. Every text-and-background combination here has plenty of it.
Contrast auditall pass WCAG 2.1 AA
- text on surfaceAAA17.44:1
- text on neutralAA5.84:1
- black on primary✓ use this5.54:1
- white on primaryalternate3.79:1
| Pairing | Ratio | Result | Suggested fix |
|---|---|---|---|
| text on surface | 17.44:1 | AAA | — |
| text on neutral | 5.84:1 | AA | — |
| black on primary | 5.54:1 | ✓ use this | — |
| white on primary | 3.79:1 | alternate | — |
This kit targets WCAG 2.1 AA: every key text/background pairing above is validated and any failure is flagged with a suggested fix. Floor 4.5:1 normal text, 3:1 large. Color is never the only signal.
04
heading + bodyTypography
heading
Bowlby One
Google Fonts
body
Inter
Google Fonts
pairing in use
SLAB — a headline in the brand face
Body copy set in Inter. Tuned for legibility at length — the quick brown fox jumps over the lazy dog. 0123456789.
Heading carries the brand’s personality; body is chosen for legibility at small sizes and long form.
05
your palette applied — light & darkTheme
your palette as a light & dark UI theme
Aa — headline
Body copy on the light surface. Muted secondary text.
PrimaryAccentNeutral
Aa — headline
Body copy on the dark surface. Muted secondary text.
PrimaryAccentNeutral
The dark set is derived from your palette and ships ready to use in the kit. For developers: color.dark.* in tokens.json, and @media (prefers-color-scheme: dark) in globals.css.
07
Voice Guide · bundled into the kit zipVoice
Personality
Funny
Serious
SLAB can be dry, but it should not be jokey; the clothes need weight and threat, not punchlines.
Formal
Casual
The brand is deliberately un-corporate and should sound like street-level speech, not retail copy.
Respectful
Irreverent
SLAB rejects polish and permission-seeking, but should aim its irreverence at fashion clichés—not customers.
Enthusiastic
Matter-of-fact
Urgency comes from facts, scarcity, and confidence, not exclamation points or hype.
Blunt
Short, direct, no cushioning. SLAB says what it means and leaves the polish marks off.
“Heavy cotton. Box fit. No apology.”
Concrete
Talks in materials, cuts, weight, color, wear, and movement instead of vague lifestyle promises.
“Washed black fleece. Dropped shoulder. Built to take the week.”
Defiant
Anti-corporate without trying too hard. The voice resists clean-brand clichés, premium puffery, and permission-seeking language.
“Not made for approval. Made to be worn hard.”
Sparse
Minimal wording with maximum impact. Every line should feel cut down to its hardest shape.
“Drop 03. No restock.”
Grounded
Confident, but never fake-mystical or overhyped. SLAB lets the product carry the weight.
“Built thick. Wears better dirty.”
Messaging
- Audience
- Streetwear buyers who want hard silhouettes, limited drops, and clothes that feel built for pavement, late nights, transit, heat, rain, and real wear—not polished fashion theater.
- Value
- SLAB makes blunt, high-impact streetwear built to hit hard and wear harder.
Pillars
Built for the street
Garments should feel physical, useful, and ready for real movement. Talk about weight, fit, fabric, and wear.
No corporate polish
The brand rejects soft lifestyle language, fake inclusivity slogans, and boardroom-safe fashion copy.
Limited by design
Drops are tight, intentional, and final. Scarcity should feel factual, not manipulative.
Impact over ornament
Every piece and every line of copy should land fast. Strong silhouettes. Hard visuals. Few words.
Words we use
dropbuiltheavywashedrawstreet-levelno restockcutfitweightuniformhardwearingasphaltconcreteblackoutoversizedbox fitwide leggarment-dyedlimited runmoveswear it hardgoes livelockedsold outin the bag
Words we avoid
elevated essentialscuratedtimeless luxurypremium lifestylecommunity-driven experiencecrafted for the modern individualeffortlessly stylishmust-haveexclusive opportunityjourneyunlock your styledesigned to empowerfashion-forwardsleek sophisticationlimited-edition capsule collectionshop the looktreat yourselfwe’re thrilled to announcedear valued customerjoin the family
Voice in action
- empty-stateWe say: Heavy cuts. Hard graphics. No gloss.We don’t say: Discover elevated streetwear essentials designed for everyday expression.
- primary-ctaWe say: 400 GSM fleece. Box fit. Dropped shoulder. Washed black. Built thick for cold nights and long wear.We don’t say: This premium hoodie combines comfort and style with a relaxed fit, making it a versatile addition to your wardrobe.
- errorWe say: Drop 04 lands Friday.We don’t say: We’re excited to introduce our latest collection.
- successWe say: Gone. Join the list if it comes back.We don’t say: Sorry, this item is currently unavailable. Please check back soon for updates.
- onboarding-welcomeWe say: In the bag. Check your size before you move.We don’t say: Great choice! Your item has been added to your shopping cart.
- successWe say: Order in. Tracking hits your inbox when it moves.We don’t say: Thank you for your purchase! We appreciate your support and will send shipping information soon.
- primary-ctaWe say: SLAB: New cargos live now. Black and slate. Limited run.We don’t say: Our new cargo pants are here! Shop now before they sell out.
- successWe say: Asphalt wash. Wide leg. Built low.We don’t say: A fresh take on contemporary streetwear for your everyday rotation.
- onboarding-welcomeWe say: Fits big by design. Size down if you want less weight on the frame.We don’t say: Our garments feature an oversized fit. Please refer to the measurements below to find your perfect size.
- errorWe say: Wrong size? Send it back unworn within 14 days. Tags on. No stains. No smoke.We don’t say: If you are not fully satisfied with your purchase, you may initiate a return in accordance with our return policy.
| Surface | ✓ We say | ✕ We don’t |
|---|---|---|
| empty-state | Heavy cuts. Hard graphics. No gloss. | Discover elevated streetwear essentials designed for everyday expression. |
| primary-cta | 400 GSM fleece. Box fit. Dropped shoulder. Washed black. Built thick for cold nights and long wear. | This premium hoodie combines comfort and style with a relaxed fit, making it a versatile addition to your wardrobe. |
| error | Drop 04 lands Friday. | We’re excited to introduce our latest collection. |
| success | Gone. Join the list if it comes back. | Sorry, this item is currently unavailable. Please check back soon for updates. |
| onboarding-welcome | In the bag. Check your size before you move. | Great choice! Your item has been added to your shopping cart. |
| success | Order in. Tracking hits your inbox when it moves. | Thank you for your purchase! We appreciate your support and will send shipping information soon. |
| primary-cta | SLAB: New cargos live now. Black and slate. Limited run. | Our new cargo pants are here! Shop now before they sell out. |
| success | Asphalt wash. Wide leg. Built low. | A fresh take on contemporary streetwear for your everyday rotation. |
| onboarding-welcome | Fits big by design. Size down if you want less weight on the frame. | Our garments feature an oversized fit. Please refer to the measurements below to find your perfect size. |
| error | Wrong size? Send it back unworn within 14 days. Tags on. No stains. No smoke. | If you are not fully satisfied with your purchase, you may initiate a return in accordance with our return policy. |
Start from this direction.
An ultra-heavy grotesque wordmark with a blunt, high-impact mark, clashing primaries against black, and a crude hard offset shadow. Bold and anti-establishment — for streetwear, indie, and edgy fashion. Start here and refine the full system around your brief.