Brand guide

Three people, one bowl.

ChowCrew is warm, loud and a little messy, like the group chat it replaces. Everything here exists to keep that feeling consistent.

ChowCrew mark on paper
ChowCrew mark on ink
ChowCrew one-color mark on pink
ChowCrew one-color mark on sunshine

The idea

ChowCrew mark, large
  1. Three heads.The crew. They're different sizes and colors because crews never match: the tall friend, the kid, whoever's loudest. The biggest yellow head is the host.
  2. One shared bowl.Everyone eats from the same place, so the bowl is the thing in the middle. It hides the bodies and keeps the shape simple enough to work as an app icon.
  3. Faces, not avatars.Two dots and a smile are the one warm detail. Below about 24px they drop away and the mark still reads as a bowl with heads.

Lockups

The wordmark is lowercase Unbounded ExtraBold, with crew in pink on light and sunshine on dark. It's embedded in the SVG, so don't retype it.

ChowCrew lockup on light
ChowCrew lockup on dark
Clear spaceKeep the width of the host's head (the big yellow one) free on every side.
Minimum sizeMark: 16px. Lockup: 120px wide. Below that, use the mark alone.
Don'tStretch it, recolor the bowl, add a shadow or outline, put it on a gradient, or set the name in another font.

Color

Cool paper, navy ink, and a hot pink that only means “do this.” Sunshine yellow marks winners, and cobalt and green keep it from turning into one pink blur.

Paper#F0F4FF
The page. Ink on it is 14.3:1.
Ink#0B1B5E
Text, outlines, hard shadows.
Pink#FF5C9A
Primary actions. Ink on it is 5.4:1. Never as small text on paper.
Pink deep#C2185B
Pink as text on paper, 5.3:1.
Sunshine#FFD23F
Winners, highlights. Ink on it is 10.9:1.
Cobalt#0F3DA8
Enterprise. White on it is 9.3:1.
Green#0A7A59
The cool counterweight. White on it is 5.3:1.
Blush#FFC2D9
Stickers and soft panels.
Paper deep#D9E4FF
Second surface. Ink-soft on it is 6.0:1.

Type

Display
Aa
Unbounded ExtraBold

Headlines, prices, the wordmark. One weight. It is very wide, so keep headlines short and never go below 1.1rem.

Body
Aa
Outfit

Everything you read. Weights 400 to 700. Labels go uppercase with 0.1em tracking.

ShapesHard 2.5px ink outlines and offset shadows on anything you can press. Tickets and stickers sit a degree or two off-square.
TextureA faint paper grain over everything. Never a gradient, never a blob.
MotionThings slam, slide and stamp. Nothing floats. It all stops for reduced-motion.

Voice

Talk like the friend who finally just picks a place. Short, plain, a bit funny. The name is one word with two capitals: ChowCrew. A session is a “huddle,” and the person who starts it is the “host.”

Say
  • Where are we eating?
  • Everyone swipes, the pick wins.
  • Nobody had to be the person who decided.
Don't say
  • Seamlessly streamline group dining decisions
  • Unlock the power of collaborative choice
  • Elevate your dining experience

Files