Shelfery Brand and Positioning¶
Color palette and typography are formally approved — see DD-SHELFERY-ADR-0001 (2026-07-30). The logo mark and wordmark lockup are also formally approved — see DD-SHELFERY-ADR-0002 (2026-07-30). A public positioning statement/tagline and the Devonshire Digital visible-endorsement level remain open — see "What is confirmed vs. not" below. Where this document still describes something as provisional, treat it that way; where it says approved, it is.
Independent brand identity (not provisional — a hard constraint)¶
Unlike the visual details below, this section is not up for casual
revision: Shelfery is developed and presented as an independently
identifiable consumer brand. It is not presented as a product of "DDLabs"
or any other umbrella brand — no such umbrella brand exists at Devonshire
Digital LLC. Any content, design asset, or documentation that brands
Shelfery under an umbrella label is a violation of this constraint and
should be corrected. See ventures/shelfery/AGENTS.md section 4.
What is genuinely open is the degree and manner of Devonshire Digital
LLC's visible presence, if any, on Shelfery-facing surfaces (e.g. whether
"a Devonshire Digital venture" appears in a footer, an About page, or
nowhere at all). That is tracked as an open question in
docs/strategy/assumptions-and-open-questions.md, not answered here.
Working brand direction (provisional)¶
The current working direction for Shelfery's look and feel is warm, earthy, and reassuring — evocative of a well-kept home pantry rather than a generic corporate SaaS product. This direction is intended to visually and tonally distinguish Shelfery from clinical inventory-management or logistics software.
Color and typography — approved 2026-07-30¶
Per DD-SHELFERY-ADR-0001,
the palette and typefaces already implemented in the shelfery repository
(src/app/globals.css, src/app/layout.tsx) are the approved brand identity:
- Terracotta (primary):
oklch(0.48 0.12 50)(≈#A6552E) light /oklch(0.68 0.11 50)dark. - Sage (accent):
oklch(0.72 0.1 95)light /oklch(0.62 0.09 95)dark. - Background: warm off-white
oklch(0.98 0.012 75)light / deep warm brown-blackoklch(0.17 0.02 55)dark. - PWA theme color:
#7a4f35light /#241a12dark. - Typography: Playfair Display for headings, Geist for body/UI.
0.75remcorner radius; line-art (never emoji) iconography; semantic colors stay within the warm family — see theshelferyimplementation repository'sdocs/ai/design-principles.mdfor the full set of implemented conventions this approval reaffirms.
shelfery/src/app/globals.css is the source of truth for exact token values — this document
mirrors it rather than restating a competing copy.
Visual and conceptual direction — approved 2026-07-30¶
Color, typography, logo mark, and wordmark lockup are all settled. Per
DD-SHELFERY-ADR-0002, the
jar-on-shelf mark and the Spectral SC "SHELFERY" wordmark lockup (horizontal + stacked) are the
approved logo/iconography identity — see ../brand-assets.md for
provenance and the exact files.
Tone direction (provisional)¶
Warm, reassuring, household-oriented — explicitly not a generic corporate
SaaS aesthetic or tone. See docs/strategy/product-principles.md for how
this tone direction is expected to show up in product behavior, not just
visual styling.
What is confirmed vs. not¶
| Aspect | Status |
|---|---|
| Independent brand identity (not "DDLabs") | Confirmed constraint (verified 2026-07-11: no umbrella-brand language exists in the implementation repository either) |
| Product name "Shelfery" | Formally approved — see ADR-0012 (approved 2026-07-11); rename not yet executed in the implementation repository |
| Exact color palette | Formally approved — see DD-SHELFERY-ADR-0001 (approved 2026-07-30) |
| Typography | Formally approved — Playfair Display + Geist, same ADR |
| Logo / iconography (mark + wordmark lockup) | Formally approved — see DD-SHELFERY-ADR-0002 (approved 2026-07-30) |
| Public positioning statement / tagline | Not yet written |
| Devonshire Digital visible endorsement level | Open question |
Next steps before this can be treated as fully approved¶
Color, typography, product name, logo mark, and wordmark lockup are all settled. What remains before Shelfery's brand identity is complete: write an actual positioning statement/tagline, and resolve the Devonshire Digital visible-endorsement open question. Until those close, this document is approved-in-part, not a finished brand standard.