# Retrofit Brand Identity

A complete profile of **Retrofit**'s visual system — colors, typography, components, and personality — extracted from https://www.retrofit.shop/. Built for designers, agents, and AI tools.

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #649764 |
| Accent | #649764 |
| Body Font | Inter |
| Heading Font | Fraunces |

## Color Palette

- primary: #649764
- secondary: #0F172B
- accent: #649764
- background: #FFFFFF
- textPrimary: #283C28
- link: #283C28

## Typography

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

## Visual Assets

- Favicon: https://www.retrofit.shop/retrofit-logo.svg
- Social card (og:image): https://retrofit.shop/img/landing_page/hero-middle.png

## UI Components

- input: background=transparent, textColor=#383838, borderColor=null, borderRadius=0px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px
- buttonPrimary: background=#649764, textColor=#FFFFFF, borderRadius=9999px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px
- buttonSecondary: background=#FFFFFF, textColor=#0F172B, borderColor=#E2E8F0, borderRadius=9999px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px

## Brand Personality

Tone: playful · Energy: medium · Audience: vintage fashion enthusiasts

## Retrofit Brand in the Wild

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

- **Chloé Chloé Leather Riding Boots - Vintage Fashion | Retrofit**
  - Image: https://storage.googleapis.com/retrofit-market-cdn-content/media/images/products/8813/8_68022644-06c5-426c-bd1b-832909f23524-detail.jpg
  - Source: https://www.retrofit.shop/products/chloe-leather-riding-boots
- **Chloé Chloé Leather Riding Boots - Vintage Fashion | Retrofit**
  - Image: https://storage.googleapis.com/retrofit-market-cdn-content/media/images/products/8813/7_c203a8b4-413e-400e-a635-2cebc73e7d6a-detail.jpg
  - Source: https://www.retrofit.shop/products/chloe-leather-riding-boots
- **Chloé Chloé Leather Riding Boots - Vintage Fashion | Retrofit**
  - Image: https://storage.googleapis.com/retrofit-market-cdn-content/media/images/products/8813/1_6813c71e-ba46-41c4-b5e8-47a16206d9cc-detail.jpg
  - Source: https://www.retrofit.shop/products/chloe-leather-riding-boots
- **Chloé Chloé Leather Riding Boots - Vintage Fashion | Retrofit**
  - Image: https://storage.googleapis.com/retrofit-market-cdn-content/media/images/products/8813/5_59abe711-debe-45d1-93d5-9dda21c7d474-detail.jpg
  - Source: https://www.retrofit.shop/products/chloe-leather-riding-boots
- **Scooby Doo Scooby Doo Leather Jacket - Vintage Fashion | Retrofit**
  - Image: https://storage.googleapis.com/retrofit-market-cdn-content/media/images/products/8779/3_1ae635ed-3956-46cf-b616-3afc25667a5e-detail.jpg
  - Source: https://www.retrofit.shop/products/scooby-doo-leather-jacket
- **FHB FHB Corduroy Double-Zip Pants - Vintage Fashion | Retrofit**
  - Image: https://storage.googleapis.com/retrofit-market-cdn-content/media/images/products/8674/9_7ee108de-9424-4a11-b99d-4de2cf766830-detail.jpg
  - Source: https://www.retrofit.shop/products/fhb-corduroy-double-zip-pants

## 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": "Inter",
      "role": "body"
    },
    {
      "family": "Fraunces",
      "role": "heading"
    },
    {
      "family": "Outfit",
      "role": "unknown"
    },
    {
      "family": "Georgia",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#649764",
    "secondary": "#0F172B",
    "accent": "#649764",
    "background": "#FFFFFF",
    "textPrimary": "#283C28",
    "link": "#283C28"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Fraunces"
    },
    "fontStacks": {
      "heading": [
        "Fraunces",
        "Georgia",
        "serif"
      ],
      "body": [
        "Inter",
        "system-ui",
        "-apple-system",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "system-ui",
        "-apple-system",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "24px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#383838",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px"
    },
    "buttonPrimary": {
      "background": "#649764",
      "textColor": "#FFFFFF",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0F172B",
      "borderColor": "#E2E8F0",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px"
    }
  },
  "images": {
    "favicon": "https://www.retrofit.shop/retrofit-logo.svg",
    "ogImage": "https://retrofit.shop/img/landing_page/hero-middle.png"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": -1,
    "reasoning": "No suitable brand logo was found in the header area. The heuristic suggested a tiny icon which is not appropriate for a brand logo. The visible logos in the body are partner logos, not the main brand.",
    "confidence": 0.3,
    "rejected": true,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get Started — it's free",
      "reasoning": "Button #0 has a vibrant green background (#649764), which is a strong indicator of a primary CTA. The text 'Get Started — it's free' is action-oriented, making it the most likely primary button."
    },
    "secondary": {
      "index": 1,
      "text": "Get Started",
      "reasoning": "Button #1 has a white background (#FFFFFF) and a border, making it less prominent than the primary button. The text 'Get Started' suggests a secondary action, aligning with typical secondary button characteristics."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "playful",
    "energy": "medium",
    "targetAudience": "vintage fashion enthusiasts"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": -1,
        "selectedLogoReasoning": "No suitable brand logo was found in the header area. The heuristic suggested a tiny icon which is not appropriate for a brand logo. The visible logos in the body are partner logos, not the main brand.",
        "confidence": 0.3
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```