# Organic natural — style recipe

## The idea
- Grown, not built: warm earthy colours, soft irregular shapes, a gentle serif and a feeling of paper and plants.

## Use it when
- Food, farming and gardening brands
- Sustainable and handmade products
- Places and experiences outdoors

## Avoid it when
- The product is high-tech or futuristic
- The brand must look strictly corporate

## Principles
- Earth colours: clay, moss, oat and bark
- Soft, irregular blob shapes instead of rectangles
- A friendly serif for headings, an open sans for text
- Generous space and a slow reading pace
- Hand-drawn leaf or line accents, used sparingly
- Nothing perfectly symmetrical

## Colour
- Oat (background): #f4efe6
- Linen sack (surface): #e8dfcf
- Forest (text): #2f3a2b
- Moss grey (muted): #56604f
- Terracotta (accent): #9a5528
- Olive (accent-2): #7a8c4f
- Twine (border): #d6cbb6
- Text on background contrast: 10.41:1 — passes AA

## Type
- Headings: Lora, weights 500 and 600 — Soft, calligraphic serif; sentence case
- Body: Work Sans, weights 400 and 500 — Open and friendly; relaxed line height
- Scale: 14px, 17px, 20px, 28px, 40px, 60px
- A warm serif with a plain sans; never all caps.

## Spacing and shape
- Base unit: 8px
- Spacing steps: 8px, 16px, 32px, 56px, 96px
- Airy sections; shapes overlap section edges.
- Corner radii: 24px, 48px
- Borders: Rarely; soft colour fields separate
- Shadows: None or very soft and warm

## Imagery and motion
- Imagery: Natural textures, plants and simple hand-drawn line illustrations.
- Motion: Slow drifts and gentle fades.

## Do
- Use irregular rounded shapes
- Keep colours muted and earthy
- Let one leaf or line accent lead the eye

## Don't
- No neon or saturated colours
- No hard grids of identical boxes
- No glossy effects