Screenshot of Honest Wolf

Honest Wolf

honestwolf.co.nz/

The reference for a farm-to-city wool goods brand that runs on olive-khaki #494D37 over warm cream #FBF8F3, Neue Haas Grotesk Display headings paired with a Pitch Sans monospace label voice, and a cinematic dark product hero cut against running NEW IN / LAST CHANCE marquee ribbons.

Consumer Brand flagship

Design tokens

background
surface
text
textMuted
accent
border
tone1
tone2
display
Neue-Haas-Grotesk-Display
body
Pitch Sans Medium
mono

Do / Don't

Reference it for

  • The signature warm-neutral system: cream page ground #FBF8F3, secondary card cream #F2EDE5, olive-khaki brand ink #494D37 (aka #4A4D37 primary buttons), near-black text #1E1E1E, and a soft mushroom line #C2BEB7 for hairline dividers
  • Pitch Sans Medium as an all-caps UI label face at 12px with 0.6px letter-spacing (nav, eyebrows, product tags) contrasted against Neue Haas Grotesk Display for the actual headlines
  • The light-weight display move: hero and section headlines set in Neue Haas Grot Disp 45 Light, 32-40px, so big type reads elegant not shouty
  • A cinematic dark product hero: a single spotlit bag on a moody farm-shed floor, headline dropped bottom-left, full-bleed edge to edge under an 89px transparent nav
  • Infinite scrolling ribbon marquees ('NEW IN NEW IN', 'LAST CHANCE', 'Spend $199 and receive a free gift') used as section separators and urgency devices
  • Consistent 8px card/button border radius with 100%-round icon buttons, and a restrained shadow language (near-flat, boxShadow largely absent)
  • E-commerce product-grid card pattern: square product image, a small caps collection tag, product name in body grotesk, price in AUD underneath
  • Warm accent tan #A59A86 for embroidered monogram detailing and secondary trims against the olive palette

Do not copy

  • The Honest Wolf wordmark and the wolf/HW leather patch logo
  • The exact olive-khaki-over-cream palette as a lift (it reads unmistakably as this brand)
  • The Turakina / Quilted / Papanui Estate collection and product names
  • The New Zealand farm origin story, Sam-the-designer copy, and third-generation-farm narrative
  • The Hunterville storefront address and hours
  • Real product photography and the monogrammed R.H. hero bag shot
  • Licensed faces Neue Haas Grotesk and Pitch Sans (substitute a grotesk display + a monospace label face)
  • The '$199 free gift' and 'free embroidery' promo mechanics as brand copy