# Shelf Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #375CDC |
| Accent | #375CDC |
| Body Font | Manrope |
| Heading Font | Poppins |

## Color Palette

- primary: #375CDC
- secondary: #FDB744
- accent: #375CDC
- background: #000000
- textPrimary: #000000
- link: #0000EE

## Typography

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

## Visual Assets

- Logo: https://framerusercontent.com/images/LKCrG9CKVgkWBsq35sJbuGZEic.png
- Favicon: https://framerusercontent.com/images/Eang3MDSdClhVGxv44QKLJ2lAU.png
- Social card (og:image): https://framerusercontent.com/assets/eHlW4OGZddLCDhhuGqzU0EfI.png

## UI Components

- buttonPrimary: background=#375CDC, textColor=#0000EE, borderRadius=64px, shadow=none
- buttonSecondary: background=#191919, textColor=#0000EE, borderRadius=12px, shadow=none

## Brand Personality

Tone: modern · Energy: high · Audience: young professionals and tech-savvy users in India

## Shelf Brand in the Wild

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

- **Shelf: Shared Payments App**
  - Image: https://framerusercontent.com/images/c8gcS46kbugNfdpDI39tlRHMGV4.jpg
  - Source: https://shelfpay.in/flatmates
- **Shelf: India's 1st shared payments app**
  - Image: https://framerusercontent.com/images/KI6Ap9fP3kMwh4zazSK422CHw1M.png
  - Source: https://shelfpay.in/card
- **Shelf: India's 1st shared payments app**
  - Image: https://framerusercontent.com/images/ehJG3PWRzKXxk03EPc9Yvw40U.png
  - Source: https://shelfpay.in/card
- **Shelf: Shared Payments App**
  - Image: https://framerusercontent.com/images/ZqrKejA576O9qNCoMpA6qp9FXWg.png
  - Source: https://shelfpay.in/migration-info
- **Shelf: India's 1st shared payments app**
  - Image: https://framerusercontent.com/images/V0LKYR0ZAIzsyoymKxu8HqpeNo.png
  - Source: https://shelfpay.in/about
- **Shelf: India's 1st shared payments app**
  - Image: https://framerusercontent.com/images/EQoujcVhwyvN7BQwcGyZnBbuoo.png
  - Source: https://shelfpay.in/card

## 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": "dark",
  "fonts": [
    {
      "family": "Manrope",
      "role": "body"
    },
    {
      "family": "Poppins",
      "role": "heading"
    },
    {
      "family": "Inter",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#375CDC",
    "secondary": "#FDB744",
    "accent": "#375CDC",
    "background": "#000000",
    "textPrimary": "#000000",
    "link": "#0000EE"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Manrope",
      "heading": "Poppins"
    },
    "fontStacks": {
      "heading": [
        "Poppins",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "Poppins",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "46px",
      "h2": "40px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "12px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#375CDC",
      "textColor": "#0000EE",
      "borderRadius": "64px",
      "borderRadiusCorners": {
        "topLeft": "64px",
        "topRight": "64px",
        "bottomRight": "64px",
        "bottomLeft": "64px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#191919",
      "textColor": "#0000EE",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://framerusercontent.com/images/LKCrG9CKVgkWBsq35sJbuGZEic.png",
    "favicon": "https://framerusercontent.com/images/Eang3MDSdClhVGxv44QKLJ2lAU.png",
    "ogImage": "https://framerusercontent.com/assets/eHlW4OGZddLCDhhuGqzU0EfI.png",
    "logoHref": "./",
    "logoAlt": "Shelf Logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, medium-sized, and matches the brand name 'Shelf' with href linking to home.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get your exclusive card",
      "reasoning": "Button #0 uses the vibrant brand color #375CDC and has action-oriented text 'Get your exclusive card', making it the primary CTA."
    },
    "secondary": {
      "index": 1,
      "text": "Not-so-usual things to do in Bengaluru!5 Min read",
      "reasoning": "Button #1 has a different background color (#191919) and serves as a secondary action with informative text."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "high",
    "targetAudience": "young professionals and tech-savvy users in India"
  },
  "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 'Shelf' with href linking to home.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```