# Shef Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #35081A |
| Accent | #F01D59 |
| Body Font | Helvetica |
| Heading Font | Helvetica |

## Color Palette

- primary: #35081A
- secondary: #5E233B
- accent: #F01D59
- background: #FFFFFF
- textPrimary: #333333
- link: #F01D59

## Typography

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

## Visual Assets

- Logo: https://cdn.shef.com/assets/logo-raspberry-e5e270b3.svg
- Favicon: https://cdn.shef.com/favicon.png

## UI Components

- input: background=transparent, textColor=#333333, borderColor=null, borderRadius=8px, shadow=none
- buttonPrimary: background=#F01D59, textColor=#FFFFFF, borderRadius=12px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#5E233B, borderColor=#FAEEED, borderRadius=12px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: Individuals seeking homemade food delivery

## Shef Brand in the Wild

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

- **Phở (Vietnamese Noodle Soup)**
  - Image: https://shef.com/homemade-food/wp-content/uploads/hot-bowl-of-vietnamese-beef-noodle-soup-pho-on-table.jpg
  - Source: https://shef.com/homemade-food/pho/
- **Homemade South Indian Cuisine by Local Cooks | Shef**
  - Image: https://cdn.prod.website-files.com/61f447cee6fb563d36e32759/62460e1038486f226c2ce4f7_6d8e48d8.jpeg
  - Source: https://blog.shef.com/homemade-cuisine-by-local-cooks/south-indian-dallas
- **Banana Bread and Pickled Watermelon Rinds: How One Shef's Grandmother  Inspired Her Love of Cooking | Shef.com**
  - Image: https://shef.com/homemade-food/wp-content/uploads/Maryam-shef-newyork-cook-1.jpg
  - Source: https://shef.com/homemade-food/shef-maryam/
- **Blog stories**
  - Image: https://shef.com/homemade-food/wp-content/uploads/making-tamales-homemade-mexican-food-san-francisco.jpg
  - Source: https://shef.com/homemade-food/blog/
- **Homemade Mexican Cuisine by Local Cooks | Shef**
  - Image: https://cdn.prod.website-files.com/61f447cee6fb563d36e32759/624ef511214ddf0322cb69ea_fb170212.jpeg
  - Source: https://blog.shef.com/homemade-cuisine-by-local-cooks/mexican-new-york-city
- **Blog stories**
  - Image: https://shef.com/homemade-food/wp-content/uploads/divya-vertical-1-1.png
  - Source: https://shef.com/homemade-food/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": "Helvetica",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#35081A",
    "secondary": "#5E233B",
    "accent": "#F01D59",
    "background": "#FFFFFF",
    "textPrimary": "#333333",
    "link": "#F01D59"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Helvetica",
      "heading": "Helvetica"
    },
    "fontStacks": {
      "heading": [
        "Ja",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "Ja",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Ja",
        "Helvetica",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "30px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "8px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#333333",
      "borderColor": null,
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#F01D59",
      "textColor": "#FFFFFF",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#5E233B",
      "borderColor": "#FAEEED",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.shef.com/assets/logo-raspberry-e5e270b3.svg",
    "favicon": "https://cdn.shef.com/favicon.png",
    "ogImage": null,
    "logoAlt": "Shef"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it matches the brand name 'Shef', is visible, and the source URL contains 'logo', indicating it is the main brand logo.",
    "confidence": 0.85,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Sign up",
      "reasoning": "Button #0 ('Sign up') uses the vibrant brand color #F01D59, which is consistent with the site's accent color, making it the primary call-to-action."
    },
    "secondary": {
      "index": 22,
      "text": "Explore Weekly Delivery",
      "reasoning": "Button #2 ('Explore Weekly Delivery') has a different background color (#FFFFFF) and serves as a secondary action, offering a less prominent option compared to the primary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "Individuals seeking homemade food delivery"
  },
  "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": 0,
        "selectedLogoReasoning": "Selected #0 because it matches the brand name 'Shef', is visible, and the source URL contains 'logo', indicating it is the main brand logo.",
        "confidence": 0.85
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```