The Butcher Shoppe Brand Guide

Brisbane butcher established in 2016. Queensland’s only Coeliac Australia-accredited gluten-free butcher. Fresh meat, smallgoods, ready meals, and seasonal products with local delivery across Brisbane and surrounds.

About the Brand

Use this site to reference the core parts of the brand. Keep things readable and consistent. If in doubt, pick simplicity.

Logos

Primary logo on light
Primary logo on dark
Gold logo
Wordmark
Do
  • Maintain clear space equal to the height of the lettermark.
  • Use SVG where possible for sharp results.
  • Place the light logo on dark backgrounds and the dark logo on light backgrounds.
Do not
  • Do not stretch or distort the logo.
  • Do not place over busy images.
  • Do not change colours or add effects.

Brand Colours

light
#FAF6F2
Contrast on white: 1.08 (Fail)Contrast on dark: 17.61 (AAA)
dark
#0D0600
Contrast on white: 20.13 (AAA)Contrast on dark: 1.06 (Fail)
Primary 700
#806940
Contrast on white: 5.23 (AA)Contrast on dark: 3.62 (AA Large)
Primary
#C09E60
Contrast on white: 2.53 (Fail)Contrast on dark: 7.48 (AAA)
Primary 400
#CAAE7A
Contrast on white: 2.13 (Fail)Contrast on dark: 8.88 (AAA)
Primary 300
#D5BE95
Contrast on white: 1.81 (Fail)Contrast on dark: 10.48 (AAA)
Primary 200
#DFCEAF
Contrast on white: 1.55 (Fail)Contrast on dark: 12.25 (AAA)
Primary 100
#F4EEE4
Contrast on white: 1.15 (Fail)Contrast on dark: 16.41 (AAA)
Secondary 700
#585552
Contrast on white: 7.40 (AAA)Contrast on dark: 2.56 (Fail)
Secondary
#52513E
Contrast on white: 8.06 (AAA)Contrast on dark: 2.35 (Fail)
Secondary 300
#8B8B7E
Contrast on white: 3.45 (AA Large)Contrast on dark: 5.49 (AA)
Tertiary 700
#55514D
Contrast on white: 7.86 (AAA)Contrast on dark: 2.41 (Fail)
Tertiary
#FFF5E9
Contrast on white: 1.08 (Fail)Contrast on dark: 17.57 (AAA)
Tertiary 300
#FFFBF7
Contrast on white: 1.03 (Fail)Contrast on dark: 18.39 (AAA)
Accent 01 700
#3C080C
Contrast on white: 17.04 (AAA)Contrast on dark: 1.11 (Fail)
Accent 01
#5B0C12
Contrast on white: 13.94 (AAA)Contrast on dark: 1.36 (Fail)
Accent 01 300
#915D61
Contrast on white: 5.33 (AA)Contrast on dark: 3.55 (AA Large)
Accent 02
#d94c27
Contrast on white: 4.19 (AA Large)Contrast on dark: 4.52 (AA)
Text
#0D0600
Contrast on white: 20.13 (AAA)Contrast on dark: 1.06 (Fail)
White
#FAF6F2
Contrast on white: 1.08 (Fail)Contrast on dark: 17.61 (AAA)
Black
#0D0600
Contrast on white: 20.13 (AAA)Contrast on dark: 1.06 (Fail)
Black Mid
#585552
Contrast on white: 7.40 (AAA)Contrast on dark: 2.56 (Fail)
Secondary Button
#DABF8E
Contrast on white: 1.78 (Fail)Contrast on dark: 10.66 (AAA)

Typography

Font Families

  • Heading: Bell MT
  • Feature/Script: Something Fresh
  • Body: Open Sans

Usage Guidelines

  • Use Bell MT for page titles and key headings.
  • Use Something Fresh sparingly for feature headings or pre-headings.
  • Use Open Sans for body copy with line-height at least 1.4.

Bell MT (Headings)

H1 - Page Title48px

The Butcher Shoppe

H2 - Section Heading36px

Premium Quality Meats

H3 - Subsection28px

Our Heritage

H4 - Card Title22px

Dry Aged Beef

Something Fresh (Feature/Script)

Use sparingly for feature headings and special occasions.

Feature H148px

Always Christmas

Feature H236px

Spring Flavours

Open Sans (Body Copy)

H5 - Small Heading18px
Product Categories
H6 - Label16px
Coeliac Accredited
Paragraph - Regular16px

Plain, readable copy with Australian spelling. Keep sentences short and clear. This is how most content should look across the website.

Small Text14px

Use for captions, fine print, or supporting information.

Complete Type Scale

Full scale: 48px, 36px, 28px, 22px, 18px, 16px, 14px

48
px
36
px
28
px
22
px
18
px
16
px
14
px

Imagery and Product Shots

Packaged raw beef on marble background.
Packaged raw beef on marble background.
Glazed ham, hero shot. Clean background.
Glazed ham, hero shot. Clean background.
Dry rub product. Neutral scene.
Dry rub product. Neutral scene.
Prepared marinated chicken. Simple bowl.
Prepared marinated chicken. Simple bowl.
Cooked steak meal. Top-down plating.
Cooked steak meal. Top-down plating.
Seasonal roast hero. Minimal styling.
Seasonal roast hero. Minimal styling.
Sauce lineup. Consistent labels and tones.
Sauce lineup. Consistent labels and tones.
Classic burger. Clean scene.
Classic burger. Clean scene.
Home delivery Lifestyle image.
Home delivery Lifestyle image.
  • Shoot on neutral surfaces. Marble preferred.
  • Keep styling simple. Product is the focus.
  • Keep labels visible where relevant.
  • Cooked food should keep natural colour.
  • Avoid heavy filters.
  • Keep props minimal.

Usage Rules and Voice

Voice

  • Clear, practical, and friendly.
  • Prefer short sentences. Avoid jargon.
  • Write for humans. Australian spelling.
Do
  • Use sufficient colour contrast.
  • Add alt text to images.
  • Keep spacing generous and layouts consistent.
Do not
  • Do not use long walls of text.
  • Do not replace words with icons without labels.
  • Do not centre long paragraphs.

Button Styles

Use these brand-specific button styles for consistency across all touchpoints.

Primary
Shop NowclassName="btn btn-primary"
Secondary
Learn MoreclassName="btn btn-secondary"
Accent 01
Special OfferclassName="btn btn-accent1"
Accent 02
SaleclassName="btn btn-accent2"
Outline Primary
View DetailsclassName="btn btn-outline"
Outline Dark
Contact UsclassName="btn btn-outline"

Downloads

Full Brand Guideline (PDF)Download

If you need formats not listed, contact the brand owner.