# Locale Brand Identity A complete profile of **Locale**'s visual system — colors, typography, components, and personality — extracted from https://www.shoplocale.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/locale - Machine-readable JSON: https://characterquilt.com/branding/locale.json - Per-page llms.txt: https://characterquilt.com/branding/locale/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #FF7F66 | | Accent | #FF7F66 | | Body Font | Figtree | | Heading Font | Assistant | ## Color Palette - primary: #FF7F66 - secondary: #60B073 - accent: #FF7F66 - background: #FFFFFF - textPrimary: #000000 - link: #245B50 ## Typography - primary: Figtree — https://fonts.google.com/specimen/Figtree - heading: Assistant — https://fonts.google.com/specimen/Assistant ## Visual Assets - Logo: 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- Favicon: https://www.shoplocale.com/cdn/shop/files/Locale_favicon_L.png?crop=center&height=32&v=1740530426&width=32 - Social card (og:image): http://www.shoplocale.com/cdn/shop/files/meta_image.png?v=1743788892 ## UI Components - buttonPrimary: background=#FF7F66, textColor=#FFFFFF, borderRadius=0px, shadow=none - buttonSecondary: background=#131313, textColor=#FFFFFF, borderRadius=48px, shadow=rgb(35, 137, 116) 0px -4px 4px 0px inset ## Brand Personality Tone: modern · Energy: medium · Audience: health-conscious individuals ## Locale Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Select Plan – Locale** - Image: https://cdn.shopify.com/s/files/1/0707/5233/8220/files/hiw-1.jpg?v=1749678875 - Source: https://www.shoplocale.com/pages/select-plan - **Blog – Locale** - Image: https://www.shoplocale.com/cdn/shop/articles/microplastics-banner_c6b7bcd9-f2a4-469d-b546-e43f6a069cff_600x.jpg?v=1743701238 - Source: https://www.shoplocale.com/pages/blog - **Select Plan – Locale** - Image: https://cdn.shopify.com/s/files/1/0707/5233/8220/files/a_produce.jpg?v=1749105206 - Source: https://www.shoplocale.com/pages/select-plan - **Blog – Locale** - Image: https://www.shoplocale.com/cdn/shop/articles/food_label_600x.png?v=1756511856 - Source: https://www.shoplocale.com/pages/blog - **About us – Locale** - Image: https://cdn.shopify.com/s/files/1/0707/5233/8220/files/abous_us_chris.jpg?v=1739317085 - Source: https://www.shoplocale.com/pages/about-us - **Blog – Locale** - Image: http://www.shoplocale.com/cdn/shop/files/meta_image.png?v=1743788892 - Source: https://www.shoplocale.com/pages/blog ## 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": "Figtree", "role": "body" }, { "family": "Assistant", "role": "heading" }, { "family": "Reckless", "role": "display" }, { "family": "Raleway", "role": "unknown" } ], "colors": { "primary": "#FF7F66", "secondary": "#60B073", "accent": "#FF7F66", "background": "#FFFFFF", "textPrimary": "#000000", "link": "#245B50" }, "typography": { "fontFamilies": { "primary": "Figtree", "heading": "Assistant" }, "fontStacks": { "heading": [ "Reckless" ], "body": [ "Assistant", "sans-serif" ], "paragraph": [ "Figtree" ] }, "fontSizes": { "h1": "64px", "h2": "32px", "body": "17px" } }, "spacing": { "baseUnit": 4, "borderRadius": "16px" }, "components": { "buttonPrimary": { "background": "#FF7F66", "textColor": "#FFFFFF", "borderRadius": "0px", "borderRadiusCorners": { "topLeft": "0px", "topRight": "0px", "bottomRight": "0px", "bottomLeft": "0px" }, "shadow": "none" }, "buttonSecondary": { "background": "#131313", "textColor": "#FFFFFF", "borderRadius": "48px", "borderRadiusCorners": { "topLeft": "48px", "topRight": "48px", "bottomRight": "48px", "bottomLeft": "48px" }, "shadow": "rgb(35, 137, 116) 0px -4px 4px 0px inset" } }, "images": { "logo": 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"favicon": "https://www.shoplocale.com/cdn/shop/files/Locale_favicon_L.png?crop=center&height=32&v=1740530426&width=32", "ogImage": "http://www.shoplocale.com/cdn/shop/files/meta_image.png?v=1743788892", "logoHref": "/" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, medium-sized, and links to the homepage, matching the brand inferred from the URL and page title.", "confidence": 0.85, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 2, "text": "Skip to content", "reasoning": "Button #2 uses the vibrant brand color #FF7F66, which is a strong indicator of a primary CTA. The color is bright and stands out, making it the most likely candidate for the primary action." }, "secondary": { "index": 0, "text": "Get Started", "reasoning": "Button #0 is selected as secondary because it has a different background color (#131313) and provides a clear action ('Get Started'), making it suitable as a secondary option." }, "confidence": 0.95 }, "personality": { "tone": "modern", "energy": "medium", "targetAudience": "health-conscious individuals" }, "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 links to the homepage, matching the brand inferred from the URL and page title.", "confidence": 0.85 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```