Brand Guide · v2 · Expanded Edition
The Moontide identity.
One reference for how Moontide Incorporated looks, sounds, and feels, across the Studio, the Universe, and everything in orbit.
01 · Logo
The mark.
A crescent moon inside a triangle, split between radiating light and a field of stars: craft on one side, cosmos on the other. The wordmark pairs bold capitals with a hand-script "incorporated."
Usage
- Primary treatment: white (knockout) artwork on the night gradient or brand purple. Never recolor the artwork itself.
- Clear space: keep a margin of at least the width of the crescent moon on all sides.
- Minimum size: 96 px tall on screen; 25 mm in print.
- Glow: on dark web surfaces, the mark may carry a soft teal drop-glow, rgba(70,210,190,.18).
- Backgrounds: night #160C2B, indigo #241640, or label purple #503A7A. Avoid busy photography behind the mark.
- Sub-brand marks (e.g. Moontide Molecules) follow the same rules in their own lockups.
02 · Logo library
The family, and when to use which.
The triangle is shared across the house; only the glyph inside it and the division word change. Three colourways cover every placement, and the choice is decided by what sits behind the logo.
Default · use this unless told otherwise
White
The working logo. Any dark ground: night, indigo, panel purple, or photography dark enough to hold it. If you are unsure, this is the answer.
On white & light grounds
Dark purple
Swap to #503A7A whenever the background is white, cream or any pale surface. Never place the white logo on light. It disappears.
By choice, per brand
Lavender
An optional alternative on dark grounds, used where a brand calls for it rather than by default. Moontide Molecules runs lavender as its primary mark.
white-on-purple file: the white lockup already sitting on an Indigo #241640 tile with clearspace at 14% of lockup height. Use it for avatars, tiles and anywhere the logo needs to carry its own background. All files are 3000px on the longest edge; the white, dark purple and lavender versions are transparent PNG. These are raster, so for large-format print, rebuild from vector.03 · Color
The palette.
A deep night sky lifted by lavender and teal. Dark surfaces do the grounding; teal is the accent that guides the eye; lavender carries warmth.
Night
#160C2B
Primary background
Indigo
#241640
Section gradients
Indigo II
#2C1C50
Gradient highlights
Panel
#2A1A4C
Cards & surfaces
Teal
#46D2BE
Accent, CTAs, eyebrows
Deep Teal
#2FA594
Accent, hover & rules
Lavender
#BCAEEE
Secondary text, italics
Lavender II
#9585C0
Tertiary text, captions
Mist
#C9C0E2
Body copy on dark
Paper
#F1EEF8
Headlines on dark
Label Purple
#503A7A
Product labels & print
Label Teal
#12D4D4
Product labels & print
Hairlines and borders use lavender at 16%: rgba(188,174,238,.16). The label palette (Label Purple, Label Teal) is reserved for physical packaging and print, where the deeper purple reads richer under lighting.
04 · Typography
The voices in type.
A romantic serif for headlines, a clean geometric sans for everything else, and a bold workhorse reserved for product labels.
Display · Cormorant Garamond
One orbit, many worlds.
AaBbCcDdEeFfGg 0123456789
Use for: headlines and pull-quotes, weights 500–600, italics for emphasis words. Tight line-height (~1.05).
Body & UI · Jost
Raw materials for the people who make things.
AaBbCcDdEeFfGg 0123456789
Use for: body copy at weight 300, UI and buttons at 400–600. Eyebrows are uppercase, letter-spaced .3em, in teal.
Labels · Poppins Bold
Shea Butter · 16 oz
AaBbCcDdEeFfGg 0123456789
Use for: physical product labels only: bold, legible at small sizes and print distances.
Hierarchy in practice
Eyebrow · Teal · Spaced caps
Headline in Cormorant
Body copy in Jost 300, set in Mist on dark surfaces, roughly 52–60ch measure.
Rule of thumb: bolder and more legible beats delicate. If text feels faint, lift the weight or the color, not the size alone.
05 · Motifs
The night sky, everywhere.
Celestial elements are the connective tissue across every touchpoint, used generously, but always feeling organic rather than gridded.
The Star
The ✦ four-point star punctuates brand lockups, marquees, and dividers: always teal or lavender.
Constellations
Dotted, connected star paths group related ideas: brands in orbit, values in a row.
Starfields
Twinkling canvas starfields in lavender, teal, and white, placed organically (Poisson-disk, never uniform), with reduced-motion fallbacks. Never placed where they would sit on top of a logo, wordmark, or line of copy.
UI Components
Buttons are pill-shaped, uppercase, letter-spaced. Solid buttons are teal with dark ink (#0E2B27); ghost buttons carry the lavender hairline. Cards sit on Panel (#2A1A4C) with 16px radii, lifting on hover with a teal border glow.
06 · Brand Architecture
One company, two worlds.
Every Moontide brand lives in one of two divisions. Naming always leads with the division when context matters.
For Brands · Retail · Wholesale · E-Commerce
The Studio
- Moontide Manufacturing contract & private label; skincare, wellness & hemp formulations; brand creation; label & packaging design + print
- Moontide Molecules bulk botanicals & carriers, by the pound and the gallon
- Productive Honey production partner for design, video & UGC content
Brands & Culture
The Universe
- Moontide Rituals skincare & wellness for the small ceremonies
- The Secret Gardien wellness designed around your lifestyle
- Moontide Records a label for artists, by artists
- Awks Cord our founder; multidisciplinary artist & DJ
- Art For The World music curation, live events, community art
07 · Voice & Copy
How Moontide sounds.
Warm, a little cosmic, never corporate. Celestial language is the through-line: orbits, worlds, constellations, tides, used with intention, not as filler.
Do
- Lead with "organic, fair-trade" in ingredient and product messaging.
- Keep celestial metaphors consistent and earned, one "dream," one "orbit" per page.
- Write like a person: "Have a formula, or need one?"
- Verify every product claim per product: cold-pressed only where true (e.g. not MCT or standard coconut).
- Close with belonging: "worlds for the people who belong in ours."
Don't
- Don't use em dashes. Reach for a colon, a comma, a semicolon or a full stop instead.
- Don't default to "vegan, cruelty-free" as the headline claim.
- Don't stack the same metaphor twice on a page, or let copy run on: surgical edits over rewrites.
- Don't use corporate filler: "solutions," "leverage," "synergy."
- Don't apply claims as a blanket template across SKUs.
- Don't set delicate, low-contrast type: legibility beats subtlety.