BEA's colour system is built around a single authoritative teal. It reads as modern, professional, and trustworthy without being clinical. Black provides structural contrast for commercial contexts. The light teal family creates hierarchy and warmth in secondary sections without adding a competing colour. All hex values are the production standard used across Klaviyo, Shopify, and all printed or digital materials.
Primary: Brand Teal
Espresso Teal
#2a6d6d
Cover backgrounds, deep teal surfaces, hero dark variant
Hover states, lighter accent uses on light backgrounds only
Brand Teal (#3c9a9a) is the single most important colour in the BEA system. It must appear in every email and on every page. Never substitute or alter this value. Espresso Teal (#2a6d6d) is its dark complement and should be used sparingly for deep surfaces only.
Light Teal extends Brand Teal into large background areas without dominating. Use Milk Foam Teal for full email sections and panel blocks. Never use it for text or buttons — it lacks sufficient contrast. It pairs warmly with black body copy and white cards.
Ink: Black and Dark Tones
Roast Black
#000000
Dark email sections, footer backgrounds, structural anchors
Black and dark tones create the structural frame. Roast Black (#000000) is used for footer backgrounds and dark email sections only — it is a structural tool, not a brand colour. Ground Dark (#333333) is the standard body copy colour across all digital and email contexts.
Email header, body content areas, card backgrounds
Neutrals provide breathing room and legibility. Filter Paper (#f0f0f0) is the outermost background in every email — never use pure white as the outer wrapper. Parchment (#f8f8f8) is for sign-off sections and subtle row differentiation.
02
Section 02
Typography
BEA's typography pairs two complementary typefaces. Barlow Semi Condensed handles all structural and display text: headlines, navigation, labels, buttons, and eyebrow text. Figtree handles all body copy and paragraph text. Together they create a cohesive, commercial voice that scales from small email captions to full-width hero headlines.
Primary: Display and Structural
Barista Equip
Barlow Semi Condensed
Used for all headings, nav links, section labels, button text, eyebrows, and UI elements. Load via Google Fonts. Available weights: 300 through 600 for standard use. The condensed form gives high visual impact at large sizes and strong readability at label sizes.
Aa
300 Light
Aa
400 Regular
Aa
500 Medium
Aa
600 SemiBold
Secondary: Body and Paragraph
Australia's leading cafe automation experts.
Figtree
Used for all body copy, paragraph text, captions, and supporting detail. Use Regular 400 at 15–16px with 1.7–1.75 line-height for optimal readability at email and web body sizes. Minimum sizes: 15px body, 16px intro/lead, 14px table body and captions, 13px small callout text.
Aa
300 Light
Aa
400 Regular
Aa
500 Medium
Aa
600 SemiBold
TYPE SCALE
Display
Barista Equip
64px / SemiBold 600
H1
The right equipment
48px / SemiBold 600
H2
Automation specialists
36px / SemiBold 600
H3
PUQ Press Gen 6
28px / Medium 500
Body Large
With over 30,000 cafes trusting our solutions, we've built our reputation as Australia's leading cafe automation experts.
18px / Figtree Regular 400
Body
We specialise in end-to-end cafe technology solutions, not just selling equipment, but transforming how cafes operate at every level of scale.
16px / Figtree Regular 400
Caption
Unit 4, 314 Burleigh Connection Rd, Burleigh Heads QLD 4220
14px / Figtree Regular 400
Email hero exception: In Klaviyo email hero sections only, Barlow Semi Condensed at weight 800 is used for the H1 headline (typically 48px, letter-spacing -0.5px). This is a production-specific choice in the email template for maximum visual impact and should not be applied to web, brand documents, or printed materials.
Minimum font sizes: Body text 15px minimum (Figtree Regular). Intro and lead copy 16px minimum. Table body and captions 14px minimum. Small callout and note text 13px minimum. Anything below 13px is reserved for decorative labels, eyebrows, and metadata only — never for running prose.
03
Section 03
Logo and Brand Mark
BEA has two primary logo variants: a colour version on white and a reversed white version on dark or teal backgrounds. Both come in stacked and horizontal formats. The stacked format is the primary logo for web and brand use. The horizontal format is used in space-constrained contexts such as email headers and footers.
Primary Logo (Stacked)
Use on white and light backgrounds (#f8f8f8, #f0f0f0, #e6f4f4). This is the default logo for web pages, proposals, and all brand documents.
Reversed Logo (Stacked)
Use on dark and teal backgrounds (#000000, #3c9a9a, #2a6d6d). Use for cover pages, social graphics, and any dark-surface application.
Horizontal Logo
Email headers on white background. Use at 170px wide in Klaviyo templates.
Reversed Horizontal Logo
Email footers on black background. Use at 150px wide in Klaviyo templates.
Do
Use the colour version on white and light grey backgrounds
Use the reversed version on teal (#3c9a9a), dark teal, and black backgrounds
Maintain a minimum logo width of 120px at all times
Keep clear space equal to the height of the "B" mark on all sides
Use the stacked format as the primary logo for web and documents
Use the horizontal format for email headers and footers only
Don't
Stretch, distort, or alter the proportions of the logo
Recolour the logo or add effects such as shadows, outlines, or glows
Use the colour logo on a teal or dark background
Use the reversed logo on white or light grey backgrounds
Place the logo on a busy, photographic, or patterned background
Use below 120px width in any context
04
Section 04
Buttons and UI Elements
BEA uses pill-shaped buttons (100px border-radius) across all digital touchpoints. The primary CTA is always Brand Teal. Secondary actions use an outline treatment. Button text is always Barlow Semi Condensed at weight 600, uppercase, with 0.8px letter-spacing. Never place two primary buttons side by side in the same section.
One primary CTA per section. In email HTML, apply border-radius on the <a> tag, not the <td>.
Element
Radius
Token
Notes
Buttons
100px
--r-pill
Always full pill. In Klaviyo HTML, apply to the <a> tag.
Cards / Panels
20px
--r-lg
Email container (600px), large content panels and cards
Callout Blocks
10px
--r-card
Inline callouts, info blocks, small panels
Badges / Labels
100px
--r-pill
Section labels, category chips, eyebrow tags
Dividers / Table Headers
0px
--r-flat
All horizontal rules and structural dividers
05
Section 05
Digital Colour Usage
BEA's Klaviyo emails and digital touchpoints follow a consistent section colour system. The table below maps each section type to its background, text colour, and typical use. These are applied across all email templates, landing page sections, and campaign graphics. Use them consistently to maintain brand recognition across every touchpoint.
HEADER
Header
#ffffff
Logo at 170px, nav links in Barlow Semi Condensed 600
HERO
Teal Hero
#3c9a9a
Eyebrow label, H1 headline, subtext. White text throughout.
Label, headline, copy, teal CTA. White text, teal button.
LIGHT TEAL
Light Teal
#e6f4f4
Label, headline, copy, teal CTA. Dark text on light background.
SIGN-OFF
Sign-Off
#f8f8f8
Closing line, team signature, phone and email contact.
FOOTER
Footer
#000000
Reversed logo at 150px, social icons, policy links, address.
OUTER BG
Outer Background
#f0f0f0
Email outer body. Never use #fff as the outermost layer.
Text Contrast — Espresso Teal Surfaces (#2A6D6D)
Body text
Body copy on Espresso Teal must use a minimum of rgba(255,255,255,0.92). Pure white is always the safer choice. Never use 0.75 opacity or lower on dark teal — the result fails WCAG AA and reads poorly even where it technically passes.
Min 0.92 opacity
Links
All link text on Espresso Teal must be pure white (#ffffff). Never use Cafe Teal (#52b5b5) or any teal-family colour as link text on a dark teal background — the hue relationship makes contrast feel lower than it measures, even when it technically clears 4.5:1.
White only
Cafe Teal text
Never use Cafe Teal (#52b5b5) as foreground text on Espresso Teal (#2a6d6d). The contrast ratio is approximately 3.9:1 — below WCAG AA for body text and visually worse than it measures due to hue similarity. This applies to all text roles including labels and eyebrows.
Never use
Light teal bg
On Milk Foam Teal (#e6f4f4) and Cream Teal (#f0fafa), use Espresso Teal (#2a6d6d) or Ink (#1a1a1a) as the text colour. Both pass comfortably and pair naturally with the light teal palette. Do not use Brand Teal (#3c9a9a) as body text on these backgrounds.
Dark text only
Contact and Link Reference
Phone
1300 582 443
link: tel:1300582443
Orders Email
orders@baristaequip.com.au
General enquiries and orders
Website
baristaequip.com.au
All product and collection links
Address
Unit 4, 314 Burleigh Connection Rd
Burleigh Heads QLD 4220
BEA's voice is expert, direct, and commercially grounded. The audience are professionals making considered, high-value equipment decisions. Every piece of BEA copy should establish trust before it asks for business. Write like the most knowledgeable person in the room, not like a retailer running a clearance sale. If a sentence doesn't earn its place, cut it.
Pillar 01
Specific over vague
Specific claims build credibility with commercial buyers. Vague superlatives erode it. Anchor benefit claims with numbers, names, and measurable outcomes. Cafe owners can smell marketing language from a mile away.
Do: "The PUQ Press pays for itself in under 4 months at 200 pulls per day."
Not: "Great value and high performance."
Pillar 02
ROI-first framing
Commercial buyers think in payback periods, not purchase prices. Frame cost, labour savings, and efficiency gains in business terms. Remove the price objection before they even reach checkout.
Do: "Helfezi Burrs last 6–8x longer than OEM replacements. Most cafes recoup the cost in under 3 months."
Not: "Premium quality at a competitive price."
Pillar 03
Education before the ask
Establish credibility with useful knowledge before moving to a sale. Treat the reader as a professional, not a consumer. In emails especially: if every message sounds like a pitch, subscribers switch off.
Do: Lead with the insight: "Here's why water quality matters more than your grinder." Then connect: "Pentair's filtration system is how BEA's top accounts solve it."
Not: "Buy the Pentair water filter today. Limited stock available."
Pillar 04
Named credibility
Cafe names land with cafe owners in a way that generic trust signals never can. Named social proof from recognisable industry businesses is one of BEA's most powerful conversion tools. Use real names wherever approved.
Do: "Used by Zarraffa's Coffee, Single O, and Ona Coffee across Australia."
Not: "Trusted by thousands of cafes across the country."
Copy Standards
These rules apply to every email, web page, social post, and campaign BEA puts out. From the welcome flow to a product spotlight EDM, the same standards apply throughout.
What good BEA copy does
✓Always write the preheader. It is the second subject line and most brands leave it blank. It is free real estate that directly lifts open rates. The preheader should complement the subject, not repeat it.
✓One CTA per email. A single clear action consistently outperforms two competing ones. If there is a secondary link, make the primary one clearly dominant in size, colour, and placement.
✓Frame price with ROI. "This grinder costs $X and pays for itself in Y months at your volume" removes the price objection before they read it. Connect every price point to a business outcome.
✓Write subject lines last. Once you know what the email is really about, write the subject. It should match the actual content, not just the product category. A subject that overpromises loses trust.
✓Write short, direct sentences in body copy. Commercial buyers are busy. Every sentence should earn its place. If removing a sentence doesn't change the meaning, remove it.
What to avoid
✕Vague urgency. "Don't miss out" and "Limited time offer" without a real, verifiable deadline. Use real deadlines only: EOFY, end of supplier promo, genuine stock constraints. Fake urgency destroys trust.
✕Feature lists without outcomes. "Stainless steel housing, 15-bar pump, 58mm portafilter" means nothing without the payoff. Always follow a feature with the outcome it creates for the cafe operator.
✕Blanket discounts on commercial equipment. Discounting high-AOV products undermines BEA's premium positioning. Use value-add incentives instead: installation guides, demos, extended warranty, service consultations.
✕Marketing scaffolding in Brett's personal emails. A logo, banner, and branded footer in Brett's plain-text emails instantly destroys the personal tone. Strip everything. No template, no CTA button, no branding.
✕Promotional tone in nurture emails. The nurture sequence exists to earn trust before it asks for a sale. Treat early-sequence emails as education, not conversion. Save the commercial pitch for the right moment.
Sender Identities
BEA uses two distinct sender identities. Using the correct one in the right context is critical. A branded HTML template from Brett's personal address breaks the trust the personal sender format was designed to build.
Brand Sender
Barista Equip Australia
orders@baristaequip.com.au
Use for: welcome series emails 1 through 4, all product spotlight campaigns, new arrivals, promotional EDMs, abandoned checkout emails 1 and 2, and all HTML-templated emails across every flow and campaign.
Personal Sender
Brett Bolwell
brett@baristaequip.com.au
Use for: welcome flow email 5, abandoned checkout email 3, B2B onboarding email 3, and VIP personal outreach. Always plain text. No HTML template, no logo, no footer, no CTA button. Reads exactly like a message written personally from Brett to the recipient.
