Brand book
Brand book · Direction A, Hearth · Version 1.0

Use what you’ve got. Spend less, waste less.

Pantri plans the week’s dinners around what’s already in your kitchen, then writes the list for what’s missing, priced at Coles, Woolworths and ALDI. This book is how Pantri looks, sounds and behaves, everywhere it shows up.

Contents

In this book

  1. 01Brand storyWho Pantri is for, what it promises and how it sounds
  2. 02LogoWordmark, clear space, sizes, app icon, favicon, misuse
  3. 03ColourTokens, roles, contrast, dark mode, retailer colours
  4. 04TypographyFraunces and Inter, the scale, numbers
  5. 05Voice and copyHow Pantri talks, plus the copy rulebook
  6. 06Imagery and iconsIllustration, photography, Lucide icons
  7. 07MotionThree timings, one easing, nothing moves on tick
  8. 08UI foundationsSpacing, rows, buttons, inputs, sheets, nav, prices
  9. 09Landing pageHero, one call to action, cookie banner
  10. 10DownloadsLogos, app icons, tokens, CSS, Tailwind
01 · Brand story

Why Pantri exists

Every weeknight someone in an Australian kitchen opens the fridge and asks what’s for dinner. Half a bag of spinach, two chicken thighs, a tin of chickpeas. Then the weekly shop comes round, the list is written from memory, and the bill lands somewhere near $300 without anyone knowing which shop would have been kinder.

Pantri starts from what you already have. It plans seven dinners around it, writes the list for what’s missing, and shows what that list costs at Coles, Woolworths and ALDI, with how many items each total covers and when the prices were checked. Then it gets out of the way.

The brand has one job: to make a careful, numbers-heavy tool feel like the warm, competent friend who cooks. Calm enough to trust with money. Warm enough to open every night.

Positioning

Where Pantri sits

Positioning statementFor Australian households who do a weekly shop, Pantri is the meal planner that turns what’s already in the kitchen into this week’s dinners and a list priced at Coles, Woolworths and ALDI. Unlike recipe apps, it starts from your pantry. Unlike supermarket apps, it compares all three and shows exactly what each total covers, without ever telling you where to shop.
Who it’s for
Households cooking for two to five, doing one main shop a week, who want to waste less and know the bill before they get to the checkout. Most arrive on a phone, from a link in a Facebook group.
The job
Leave the first visit with this week’s dinners and a priced shopping list. Everything else is secondary.
What we promise
Seven dinners from what you’ve got. A list with real prices from three shops. The truth about any gaps.
Proof
Every total shows its item coverage (“for 38 of your 41 items”) and when prices were checked (“checked Wed 30 Sep”).
Not
A recipe magazine, a diet app, a coupon site, or a supermarket. We never call a shop the cheapest, and we never take a side.
The one action
Plan this week, free on the landing page. Plan this week in the app.
Brand pillars

Three things Pantri stands on

Use what you’ve got. We start in your kitchen, not in a catalogue. Dinners are built around the jar at the back of the pantry.
Know what it costs. Real prices from Coles, Woolworths and ALDI, with the shop and the date beside every one.
Honest about the gaps. If we don’t have a price, we say so in words. A number with its coverage beats a confident guess.
Personality

A mate who cooks

Hearth is the warm centre of the house. Pantri should feel like the friend who always knows what to do with half a pumpkin: specific, unfussy and on your side. Grown-up, never cute.

Pantri isPantri is not
WarmCute, jokey, full of puns about food going off
Specific: “$3.85 a serve”Vague: “Save big!”
Calm and competentLoud, urgent, gamified, with streaks and confetti
Honest about what it doesn’t knowHedging with “est.”, “~” or asterisks
Australian: trolley, serve, best-before, colourAmerican: cart, serving, organize
On your sideJudging what you spent
The Hearth idea

One clay accent, a soft serif voice and lots of quiet paper

Paper, not screens. Warm off-white pages and white rows on hairlines. No cards, no shadows, no gradients. The list should feel like a well-kept notepad on the bench.

One clay accent. Orange is the one strong colour none of the three supermarkets owns (Coles red, Woolworths green, ALDI blue), and Pantri already has equity in it. Clay is the seed in the logo and the warmth in illustration; a deeper Action shade carries the one button on each screen.

A soft serif voice. Fraunces, with its softened corners, sets titles and headlines. Inter does all the work in rows, with tabular figures so prices line up on the decimal.

Seven dinners, about $3.85 a serve.
Roughly how much of each colour a typical screen uses. Example copy.
Naming

Writing the name

Do

Pantri plans the week’s dinners.

The wordmark is always lowercase: pantri, drawn, never typed.

In sentences the name takes a capital P, like any proper noun. Only the logo is lowercase.

Don’t

PANTRI, Pantri™, Pantri.app or “the Pantri app” in running text.

A full stop after the name (“Pantri.”), as on the old landing page.

pantri.app
The landing page.
app.pantri.app
The app.
brand.pantri.app
This book.