30 · Pictorial / Icon
A complete Pictorial / Icon brand kit, composed by Brandwright for the fictional brand Fernwell — every asset below comes from one brief. Read-only; start your own to refine any part.
brand kit · essential set
Fernwell /
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
A friendly plant-care app — a simple leaf/sprout symbol reduced to a bold silhouette, paired with a warm wordmark.
- Industry
- a plant-care app
Art direction
flat vector · pictorial mark · warm/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
5/5 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
5 marks · SVG master + PNG rasterLogo family
bg
mark
1024²
.svg + .png
versions
logos/primary
1024²
.svg + .png
versions
logos/secondary
1024²
.svg + .png
versions
logos/letter-mark
1024²
composed.png
options
logos/app-icon
2048×512
.svg
versions
logos/wordmark◧
every size a browser or OS asks for — and what each is forFavicons & app icons
Browser tab
A simplified mark that stays clear in a tiny browser tab. Ask Brandwright to extract the favicon for a purpose-built one.
Fernwell×App & 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
fernwell.com
FernwellProductPricingGet started
Welcome to Fernwell
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.02
one signature graphic · desktop 16:9 + mobile 4:5Key visual
03
6 rolesColor palette
#003F24Deep Fern
#FF5A12Planter Orange
#4F932BLeaf Green
#F7F0D8Warm Cream
#04201aDark Evergreen
#B8CF4BLime Leaf
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 surfaceAAA15.01:1
- text on neutralAA4.52:1
- black on primaryalternate1.74:1
- white on primary✓ use this12.09:1
| Pairing | Ratio | Result | Suggested fix |
|---|---|---|---|
| text on surface | 15.01:1 | AAA | — |
| text on neutral | 4.52:1 | AA | — |
| black on primary | 1.74:1 | alternate | — |
| white on primary | 12.09:1 | ✓ use this | — |
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
Recoleta
custom / self-hosted
body
DM Sans
Google Fonts
pairing in use
Fernwell — a headline in the brand face
Body copy set in DM Sans. 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
Fernwell can be lightly charming, but plant health guidance should stay clear and trustworthy rather than joke-led.
Formal
Casual
A friendly plant-care companion should sound conversational and easygoing, not institutional.
Respectful
Irreverent
Users may feel unsure or guilty about struggling plants, so Fernwell should be patient, considerate, and never mocking.
Enthusiastic
Matter-of-fact
Fernwell should bring warmth and encouragement to small growth moments while keeping advice grounded and practical.
Warmly practical
Helpful, plainspoken guidance delivered with care. Fernwell explains what to do next without sounding clinical or overly technical.
“Your pothos looks ready for a drink. Water until the soil feels evenly moist, then let the top inch dry before next time.”
Calmly encouraging
Reassuring without overhyping. The voice normalizes small setbacks and helps users keep going.
“A few yellow leaves are normal. Let’s check light and watering, then give your plant a little time to settle.”
Naturally simple
Clear, uncluttered language with light nature imagery. Avoids dense horticulture jargon unless it’s explained.
“Bright, indirect light is best here — near a sunny window, but out of the harsh midday sun.”
Gently observant
Notices patterns, conditions, and plant signals in a thoughtful way. Uses evidence-based suggestions without sounding robotic.
“The soil is still damp from your last watering. Let’s wait a couple more days before adding more.”
Quietly celebratory
Marks progress with small moments of delight, not loud gamification.
“New leaf spotted. Looks like your monstera is settling in nicely.”
Messaging
- Audience
- Everyday plant owners who want healthier houseplants without becoming botanists: beginners, busy renters, gift-plant keepers, and growing collectors who need simple, reliable care support.
- Value
- Fernwell turns everyday plant care into calm, simple routines with timely reminders, clear guidance, and gentle help when leaves start sending signals.
Pillars
Simple routines
Personalized care schedules help users know when to water, feed, mist, rotate, or pause — without guesswork or overwhelm.
Plant-aware guidance
Fernwell encourages users to check real conditions like soil moisture, light, season, and plant behavior before taking action.
Early, calm problem-solving
When leaves yellow, droop, curl, or spot, Fernwell helps users understand likely causes and take one practical next step.
Steady confidence
The app builds care habits over time, celebrating small signs of progress and making plant care feel less fragile.
Words we use
care routinegentle remindercheck the soilbright, indirect lightsettling innew growthhealthy rootsplant signalssmall changesa little timeready for waterlet it dry outyour plant may neednext best stepsteady careleaf-by-leaf
Words we avoid
black thumbplant parent guiltkillerdyingurgent!!!hackfoolproofguaranteedobsessedcrush your plant goalsbotanical jargon without explanationoverly cute plant puns in serious momentsshaming language like you forgot againmedicalized language like diagnosis confirmedalarmist warnings like your plant is in danger
Voice in action
- onboarding-welcomeWe say: Let’s get to know your plants. Add one now, and Fernwell will help you build a care routine that fits.We don’t say: Welcome to Fernwell. Add your plants to generate a customized maintenance schedule.
- onboarding-welcomeWe say: What’s growing with you?We don’t say: Select plant species
- notificationWe say: Your snake plant may be ready for water. Check that the soil is dry before you pour.We don’t say: Reminder: Water your snake plant today.
- notificationWe say: No rush — we’ll check your fiddle leaf fig again tomorrow.We don’t say: You missed your fiddle leaf fig watering task.
- primary-ctaWe say: Check what the leaves are telling youWe don’t say: Diagnose plant disease
- empty-stateWe say: Yellow leaves can happen for a few reasons. Start by checking the soil: if it’s soggy, give your plant more time between waterings.We don’t say: Yellowing indicates a likely watering issue. Adjust irrigation frequency as needed.
- successWe say: Watering logged. Your fern is all set for now.We don’t say: Task completed successfully.
- successWe say: A new leaf! Looks like your steady care is paying off.We don’t say: Congratulations! Your plant growth milestone has been recorded.
- empty-stateWe say: Your plant shelf is empty for now. Add your first plant and we’ll help with the care details.We don’t say: No plants found. Add a plant to continue.
- errorWe say: We couldn’t upload that photo. Check your connection and try again.We don’t say: Oops, that leaf got lost in the weeds. Please retry your upload.
- primary-ctaWe say: Get deeper care guidanceWe don’t say: Unlock premium features now
- errorWe say: Move your calathea a little farther from direct sun. Bright, indirect light will be gentler on its leaves.We don’t say: Calathea requires optimal indirect illumination conditions.
| Surface | ✓ We say | ✕ We don’t |
|---|---|---|
| onboarding-welcome | Let’s get to know your plants. Add one now, and Fernwell will help you build a care routine that fits. | Welcome to Fernwell. Add your plants to generate a customized maintenance schedule. |
| onboarding-welcome | What’s growing with you? | Select plant species |
| notification | Your snake plant may be ready for water. Check that the soil is dry before you pour. | Reminder: Water your snake plant today. |
| notification | No rush — we’ll check your fiddle leaf fig again tomorrow. | You missed your fiddle leaf fig watering task. |
| primary-cta | Check what the leaves are telling you | Diagnose plant disease |
| empty-state | Yellow leaves can happen for a few reasons. Start by checking the soil: if it’s soggy, give your plant more time between waterings. | Yellowing indicates a likely watering issue. Adjust irrigation frequency as needed. |
| success | Watering logged. Your fern is all set for now. | Task completed successfully. |
| success | A new leaf! Looks like your steady care is paying off. | Congratulations! Your plant growth milestone has been recorded. |
| empty-state | Your plant shelf is empty for now. Add your first plant and we’ll help with the care details. | No plants found. Add a plant to continue. |
| error | We couldn’t upload that photo. Check your connection and try again. | Oops, that leaf got lost in the weeds. Please retry your upload. |
| primary-cta | Get deeper care guidance | Unlock premium features now |
| error | Move your calathea a little farther from direct sun. Bright, indirect light will be gentler on its leaves. | Calathea requires optimal indirect illumination conditions. |
Start from this direction.
A representational symbol depicting a recognizable real-world object, reduced to a bold iconic silhouette and paired with a clean wordmark — warm, memorable, instantly readable. Start here and refine the full system around your brief.