Brand Identity Kit · 2025

Recipes made
effortless.

A complete brand identity for Recipease — the modern cooking, recipes & grocery app designed to feel native on every device.

Logo System Color Palette Typography UI Components Social Templates
01 — Brand Foundation

The name Recipease

Recipe meets ease — it's right there in the name. Recipease is the app that removes the friction from cooking: finding the right recipe, building your grocery list, and getting dinner on the table without the stress. Simple, smart, and always within reach.

Natural
Organic, grounded, honest. Like good food itself.
Effortless
No clutter. Cooking should feel easy, not overwhelming.
Native
Feels like it belongs on iOS and Android.
Warm
Inviting, not clinical. Cooking is joy.
03 — Color System

Palette

Rooted in the natural world — forest greens, warm creams, and earthy accents. Every color is purposeful and functional.

Forest Deep
#2D5016
Primary Brand
Canopy
#6B8F3C
Secondary / CTA
Sage Light
#A8C97F
Accent / Highlight
Mist
#D4EDE1
Background Tint
Parchment
#F4F1E0
Warm White / BG
Saffron
#E8A04A
Warm Accent
Chili
#C0392B
Error / Alert
Midnight Herb
#1A2E0F
Text Primary
Moss
#5C6B52
Text Secondary
Sage Gray
#B8C4B0
Disabled / Border
Off White
#FAFAF7
App Background
Color in Context
recipease
Good morning, Alex 👋
Lemon Herb Pasta
25 min · Easy
View Recipe
App UI
Tonight's Dinner
Roasted Garlic
Chicken
45 min · 4 servings
Start Cooking
Dark Mode
Primary
Secondary
Warm
Gradients
04 — Typography System

Type Scale

Two typefaces. One editorial, one functional. Together they create warmth with precision.

Display — DM Serif Display
The art
of cooking
simply.
Used for headlines, hero text, recipe titles, and brand moments. The italic variant adds editorial warmth and personality.
Body — DM Sans

Heading 1 — 32px / 600

Heading 2 — 24px / 500

Heading 3 — 18px / 500

Body Regular — 16px / 400 — Used for recipe descriptions, ingredient lists, and all body copy throughout the app.

Small / Caption — 13px / 400 — Metadata, timestamps, tags

LABEL / OVERLINE — 11px / 600 — Section headers

Clean, geometric, highly legible at small sizes. Perfect for UI labels, body copy, and functional text across all screen sizes.
Typography in Context
RECIPE
Slow-Roasted
Tomato Soup
35 min · Serves 4 · Easy
A deeply comforting soup made with vine-ripened tomatoes, fresh basil, and a touch of cream. Perfect for a quiet evening.
Vegetarian Comfort Winter
GROCERY LIST
This Week's
Shopping
Vine tomatoes × 6
Fresh basil
Heavy cream
Sourdough bread
05 — UI Components

Design System

Native-feeling components built on the brand's visual language. Consistent, accessible, and delightful.

Buttons
Recipe Card
Easy
25 min 4 servings
Lemon Herb Pasta with Roasted Garlic
Vegetarian Quick
Form Elements
4
Dietary filters
Grocery List Item
Vine tomatoes
6 pieces · Produce
Heavy cream
200ml · Dairy
Sourdough bread
1 loaf · Bakery
Navigation — Tab Bar
Home
Discover
Recipes
Grocery
Profile
06 — Social Media Templates

Social Kit

Ready-to-use templates for Instagram posts, stories, and profile assets.

07 — Brand Voice

How Recipease speaks

Calm & Confident
"Your pasta is ready in 3 steps."
✗ "Wow! Amazing pasta recipe you'll LOVE!"
Precise & Warm
"Add 2 cloves of garlic, finely minced."
✗ "Throw in some garlic or whatever you have!"
Helpful & Direct
"3 items left on your list."
✗ "You're almost done with your shopping journey!"