# Fat Llama Brand Identity

A complete profile of **Fat Llama**'s visual system — colors, typography, components, and personality — extracted from https://fatllama.com. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/fat-llama
- Machine-readable JSON: https://characterquilt.com/branding/fat-llama.json
- Per-page llms.txt: https://characterquilt.com/branding/fat-llama/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #813181 |
| Accent | #6ECF7E |
| Body Font | Lato |
| Heading Font | Lato |

## Color Palette

- primary: #813181
- secondary: #833085
- accent: #6ECF7E
- background: #FFFFFF
- textPrimary: #212121
- link: #6ECF7E

## Typography

- primary: Lato — https://fonts.google.com/specimen/Lato
- heading: Lato — https://fonts.google.com/specimen/Lato

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20height%3D%2248%22%20viewBox%3D%220%200%20464%20145%22%20color%3D%22hsl(0%2C%200%25%2C%2095%25)%22%20aria-label%3D%22Hygglo%20Logo%22%20style%3D%22height%3A48px%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%23F5F5F5%22%20fill-rule%3D%22evenodd%22%20d%3D%22M192.268%2018.048c4.73-.557%209.221.7%2012.67%203.184L216.9%209.268C209.941%202.89%20200.344-.544%20190.218.65c-9.696%201.142-17.938%206.298-23.261%2013.601l15.092%208.447c2.677-2.467%206.208-4.177%2010.219-4.65M42.265%2034.211c-7.875.849-14.313%205-17.954%2013.057L19.978%206.096%200%208.248l11.33%20105.201%2020.472-2.205-4.528-42.05c-.912-8.469%203.419-15.7%2012.036-16.628%209.507-1.024%2014.207%204.934%2015.087%2013.105l4.593%2042.644%2018.964-2.043-4.96-46.06c-1.729-16.049-12.605-27.953-30.729-26m75.137%2047.066L103.383%2038%2083.7%2036.673l22.69%2067.667c-2.708%208.39-20.486%2035.974-20.486%2035.974l21.271%201.434c8.91-14.096%2049.608-100.15%2049.608-100.15l-19.138-1.29zm219.618%2028.377%2020.266%201.417%207.377-105.553-20.265-1.417zm-141.736-55.2c9.83-.662%2018.238%205.355%2018.783%2013.439.544%208.084-6.984%2015.174-16.813%2015.836-9.83.661-18.239-5.355-18.783-13.44s6.983-15.173%2016.813-15.835m11.198%2060.029c-11.135-.541-18.035-1.926-21.567-3.85-5.089-3.195-1.213-7.276.222-8.548a27%2027%200%200%201%202.604-1.929c.237-.137%201.473-.8%202.97-.603a45.5%2045.5%200%200%200%207.948.156c20.639-1.389%2036.444-16.275%2035.301-33.249a25.9%2025.9%200%200%200-2.72-9.908l4.248-.286-1.07-15.888-19.513%201.313c-6-2.648-13-3.946-20.383-3.449-20.639%201.39-36.444%2016.276-35.301%2033.25.698%2010.376%207.569%2019.13%2017.52%2024.05h-.004c-4.802%202.822-12.812%209.205-12.338%2019.125.685%2014.313%2017.624%2015.403%2036.377%2016.51%2018.752%201.108%2017.22%207.345%2017.538%2012.064l20.531-1.382-.832-12.24s.434-13.582-31.531-15.136m77.961-96.829c4.76-.15%209.127%201.487%2012.35%204.256l12.943-10.895C303.348%204.066%20294.08-.178%20283.89.144c-9.759.308-18.411%204.74-24.34%2011.56l14.313%209.709c2.879-2.23%206.543-3.631%2010.58-3.758m17.451%2051.529c-.15%208.101-8.256%2014.52-18.106%2014.338s-17.713-6.897-17.563-14.998%208.256-14.52%2018.106-14.338%2017.713%206.897%2017.563%2014.998M284.96%2037.968c-20.682-.383-37.703%2013.096-38.018%2030.105-.193%2010.398%205.904%2019.708%2015.396%2025.463l-.003-.002c-5.026%202.402-13.553%208.075-13.93%2018-.543%2014.319%2016.241%2016.855%2034.83%2019.565%2018.589%202.709%2016.529%208.791%2016.441%2013.52l20.574.38.22-12.265s1.594-13.495-30.12-17.78c-11.048-1.493-17.804-3.464-21.16-5.683-4.796-3.62-.585-7.353.954-8.498a27%2027%200%200%201%202.76-1.698c.248-.117%201.536-.672%203.01-.347a45.5%2045.5%200%200%200%207.906.837c20.682.383%2037.703-13.096%2038.018-30.105a25.9%2025.9%200%200%200-1.862-10.105l4.256.08.295-15.923-19.554-.362c-5.752-3.152-12.615-5.045-20.013-5.182m132.52%2057.114c-11.033%201.591-21.373-6.811-23.097-18.766-1.723-11.956%205.823-22.938%2016.856-24.529%2011.033-1.59%2021.373%206.812%2023.096%2018.768%201.724%2011.955-5.822%2022.936-16.855%2024.527m-8.649-59.995c-21.115%203.044-35.759%2022.682-32.706%2043.861s22.647%2035.88%2043.762%2032.836%2035.76-22.684%2032.706-43.862c-3.053-21.18-22.646-35.88-43.762-32.835%22%20style%3D%22fill%3A%20rgb(245%2C%20245%2C%20245)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://hygglo.com/_next/static/media/hygglo-favicon.846da1ab.ico
- Social card (og:image): https://hygglo.imgix.net/static/hero_tents-darkened.jpg?w=1200&h=630&fit=clip&auto=compress%2Cformat&txt=Borrow%20instead%20of%20buying&txt-color=ffffff&txt-size=36&txt-font=HelveticaNeue&txt-align=center%2Cmiddle&txt-pad=40&mark=%2Fstatic%2Fhygglo_logo_square_transparent_bg.png&mark-w=80&mark-align=bottom%2Cright&mark-pad=30&w=1200&h=630&fit=clip&auto=compress%2Cformat&mark=%2Fstatic%2Fhygglo_logo_transparent_bg.png&mark-w=280&mark-align=bottom%2Cright&mark-pad=30

## UI Components

- input: background=transparent, textColor=#212121, borderColor=null, borderRadius=0px, shadow=none
- buttonPrimary: background=#6ECF7E, textColor=#FFFFFF, borderRadius=16px, shadow=none
- buttonSecondary: background=transparent, textColor=#F2F2F2, borderColor=#F2F2F2, borderRadius=16px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: Individuals interested in renting and lending items

## Fat Llama Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

- **Rent Ray Ban Meta Glasses 2025 from Owais , West End, Westminster for £7 -  18/day**
  - Image: https://hygglo.imgix.net/products/4a1abc_ray-ban-meta-glasses-2024.jpg?cs=strip&fm=pjpg&q=70&auto=enhance
  - Source: https://fatllama.com/uk/i/aa7-ray-ban-meta-glasses-2024
- **Rent Epson FastFoto FF-680W – World's Fastest Photo Scanner from Alex T for  $18 - 35/day**
  - Image: https://hygglo.imgix.net/products/9ff730e7-c3ae-4e8d-b198-1990a59ef6a2.jpg?cs=strip&fm=pjpg&q=70&auto=enhance
  - Source: https://fatllama.com/ca/i/hire-fast-photo-scanner--epson--ff680w-54692167
- **Rent MMA & Muay Thai Boxing Martial Arts Training Gear & Attire from Dan D,  Blackwall & Cubitt Town, Tower Hamlets for £8 - 25/day**
  - Image: https://hygglo.imgix.net/products/e97e16_mma-muay-thai-boxing-martial-arts-training-gear-attire.jpg?cs=strip&fm=pjpg&q=70&auto=enhance
  - Source: https://fatllama.com/uk/i/3df-mma-muay-thai-boxing-martial-arts-training-gear-attire
- **Rent Ray Ban Meta Glasses 2025 from Owais , West End, Westminster for £7 -  18/day**
  - Image: https://hygglo.imgix.net/products/b3627045-75f9-4feb-9a2c-10d2c64b5dcb.jpg?cs=strip&fm=pjpg&q=70&auto=enhance
  - Source: https://fatllama.com/uk/i/aa7-ray-ban-meta-glasses-2024
- **Rent MMA & Muay Thai Boxing Martial Arts Training Gear & Attire from Dan D,  Blackwall & Cubitt Town, Tower Hamlets for £8 - 25/day**
  - Image: https://hygglo.imgix.net/products/7e6d83_mma-muay-thai-boxing-martial-arts-training-gear-attire.jpg?cs=strip&fm=pjpg&q=70&auto=enhance
  - Source: https://fatllama.com/uk/i/3df-mma-muay-thai-boxing-martial-arts-training-gear-attire
- **Hygglo UK (previously Fat Llama) — Lend your things and borrow from others**
  - Image: https://s3.eu-west-1.amazonaws.com/content2.hygglo.se/IMG_7438_a17baed66b.jpg
  - Source: http://fatllama.com:443/

## Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each `src: url(...)` to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for `response` events whose `Content-Type` starts with `font/`, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

## Machine-Readable Profile

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Lato",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#813181",
    "secondary": "#833085",
    "accent": "#6ECF7E",
    "background": "#FFFFFF",
    "textPrimary": "#212121",
    "link": "#6ECF7E"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Lato",
      "heading": "Lato"
    },
    "fontStacks": {
      "heading": [
        "Lato"
      ],
      "body": [
        "Lato"
      ],
      "paragraph": [
        "Lato"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "18px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "16px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#212121",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#6ECF7E",
      "textColor": "#FFFFFF",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#F2F2F2",
      "borderColor": "#F2F2F2",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20height%3D%2248%22%20viewBox%3D%220%200%20464%20145%22%20color%3D%22hsl(0%2C%200%25%2C%2095%25)%22%20aria-label%3D%22Hygglo%20Logo%22%20style%3D%22height%3A48px%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%23F5F5F5%22%20fill-rule%3D%22evenodd%22%20d%3D%22M192.268%2018.048c4.73-.557%209.221.7%2012.67%203.184L216.9%209.268C209.941%202.89%20200.344-.544%20190.218.65c-9.696%201.142-17.938%206.298-23.261%2013.601l15.092%208.447c2.677-2.467%206.208-4.177%2010.219-4.65M42.265%2034.211c-7.875.849-14.313%205-17.954%2013.057L19.978%206.096%200%208.248l11.33%20105.201%2020.472-2.205-4.528-42.05c-.912-8.469%203.419-15.7%2012.036-16.628%209.507-1.024%2014.207%204.934%2015.087%2013.105l4.593%2042.644%2018.964-2.043-4.96-46.06c-1.729-16.049-12.605-27.953-30.729-26m75.137%2047.066L103.383%2038%2083.7%2036.673l22.69%2067.667c-2.708%208.39-20.486%2035.974-20.486%2035.974l21.271%201.434c8.91-14.096%2049.608-100.15%2049.608-100.15l-19.138-1.29zm219.618%2028.377%2020.266%201.417%207.377-105.553-20.265-1.417zm-141.736-55.2c9.83-.662%2018.238%205.355%2018.783%2013.439.544%208.084-6.984%2015.174-16.813%2015.836-9.83.661-18.239-5.355-18.783-13.44s6.983-15.173%2016.813-15.835m11.198%2060.029c-11.135-.541-18.035-1.926-21.567-3.85-5.089-3.195-1.213-7.276.222-8.548a27%2027%200%200%201%202.604-1.929c.237-.137%201.473-.8%202.97-.603a45.5%2045.5%200%200%200%207.948.156c20.639-1.389%2036.444-16.275%2035.301-33.249a25.9%2025.9%200%200%200-2.72-9.908l4.248-.286-1.07-15.888-19.513%201.313c-6-2.648-13-3.946-20.383-3.449-20.639%201.39-36.444%2016.276-35.301%2033.25.698%2010.376%207.569%2019.13%2017.52%2024.05h-.004c-4.802%202.822-12.812%209.205-12.338%2019.125.685%2014.313%2017.624%2015.403%2036.377%2016.51%2018.752%201.108%2017.22%207.345%2017.538%2012.064l20.531-1.382-.832-12.24s.434-13.582-31.531-15.136m77.961-96.829c4.76-.15%209.127%201.487%2012.35%204.256l12.943-10.895C303.348%204.066%20294.08-.178%20283.89.144c-9.759.308-18.411%204.74-24.34%2011.56l14.313%209.709c2.879-2.23%206.543-3.631%2010.58-3.758m17.451%2051.529c-.15%208.101-8.256%2014.52-18.106%2014.338s-17.713-6.897-17.563-14.998%208.256-14.52%2018.106-14.338%2017.713%206.897%2017.563%2014.998M284.96%2037.968c-20.682-.383-37.703%2013.096-38.018%2030.105-.193%2010.398%205.904%2019.708%2015.396%2025.463l-.003-.002c-5.026%202.402-13.553%208.075-13.93%2018-.543%2014.319%2016.241%2016.855%2034.83%2019.565%2018.589%202.709%2016.529%208.791%2016.441%2013.52l20.574.38.22-12.265s1.594-13.495-30.12-17.78c-11.048-1.493-17.804-3.464-21.16-5.683-4.796-3.62-.585-7.353.954-8.498a27%2027%200%200%201%202.76-1.698c.248-.117%201.536-.672%203.01-.347a45.5%2045.5%200%200%200%207.906.837c20.682.383%2037.703-13.096%2038.018-30.105a25.9%2025.9%200%200%200-1.862-10.105l4.256.08.295-15.923-19.554-.362c-5.752-3.152-12.615-5.045-20.013-5.182m132.52%2057.114c-11.033%201.591-21.373-6.811-23.097-18.766-1.723-11.956%205.823-22.938%2016.856-24.529%2011.033-1.59%2021.373%206.812%2023.096%2018.768%201.724%2011.955-5.822%2022.936-16.855%2024.527m-8.649-59.995c-21.115%203.044-35.759%2022.682-32.706%2043.861s22.647%2035.88%2043.762%2032.836%2035.76-22.684%2032.706-43.862c-3.053-21.18-22.646-35.88-43.762-32.835%22%20style%3D%22fill%3A%20rgb(245%2C%20245%2C%20245)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://hygglo.com/_next/static/media/hygglo-favicon.846da1ab.ico",
    "ogImage": "https://hygglo.imgix.net/static/hero_tents-darkened.jpg?w=1200&h=630&fit=clip&auto=compress%2Cformat&txt=Borrow%20instead%20of%20buying&txt-color=ffffff&txt-size=36&txt-font=HelveticaNeue&txt-align=center%2Cmiddle&txt-pad=40&mark=%2Fstatic%2Fhygglo_logo_square_transparent_bg.png&mark-w=80&mark-align=bottom%2Cright&mark-pad=30&w=1200&h=630&fit=clip&auto=compress%2Cformat&mark=%2Fstatic%2Fhygglo_logo_transparent_bg.png&mark-w=280&mark-align=bottom%2Cright&mark-pad=30",
    "logoHref": "/uk/",
    "logoAlt": "Hygglo Logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, medium-sized, and matches the brand name 'Hygglo' with a link to the homepage, making it the primary brand logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 5,
      "text": "Create listing",
      "reasoning": "Button #6 'Create listing' uses a vibrant green color (#6ECF7E), which is typically used for primary CTAs. The text is action-oriented, encouraging users to engage with the platform."
    },
    "secondary": {
      "index": 0,
      "text": "Log in or register",
      "reasoning": "Button #0 'Log in or register' has a transparent background, making it a suitable secondary CTA. It complements the primary action by offering a login/register option."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "Individuals interested in renting and lending items"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, medium-sized, and matches the brand name 'Hygglo' with a link to the homepage, making it the primary brand logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```