01 Brand Architecture
Eleven TLC operates as a two-tier brand system. The parent brand covers the full wellness product range. Verdant Daily is a premium sub-brand with its own visual identity, rooted in the same typographic and structural DNA. The two tiers feel related but visually distinct: main site is cream-dominant with magenta CTAs; Verdant Daily is green-dominant with no magenta.
| Property | Eleven TLC (Parent) | Verdant Daily (Sub-brand) |
|---|---|---|
| Dominant background | Warm Cream #F5F0E8 | Forest Green #2D4A3E |
| Secondary fills | Blush Rose, Warm Sand, Gold Wash | Deep Green, Light Sage, Warm Cream |
| CTA button | Magenta #E8147E | Forest Green (no magenta) |
| Accent | Gold #B8975A | Gold #B8975A + Sage #7A9E7E |
| Typography | Cormorant Garamond + DM Sans | Cormorant Garamond + DM Sans |
| Tone of copy | Warm, accessible, benefit-led | Elevated, clinical-meets-natural |
| Green usage | Footer + maximum one brand section | Primary structural color throughout |
The primary revision in this version is the repositioning of Forest Green from a shared structural colour across both brand tiers to a reserved colour on the main site. Green now anchors the footer and one intentional dark moment — reserving it primarily for Verdant Daily pages where it carries full structural weight. The main Eleven TLC site gains a richer neutral palette and expanded gold tones to create visual variety without green.
02 Cream & Warm Neutrals Family
The warm neutral family is the structural backbone of the main site. It runs from Near-White through Cream to Warm Stone — a full range of accessible, light-to-mid neutral tones that allow section variety without relying on dark green. These colours are what make the site feel bright and warm rather than clinical.
Cream family — light to mid
Warm Sand (#EDE6D6) and Warm Stone (#C8B8A0) are the main additions in v2.0. They give the homepage sections variety — allowing the layout to alternate between cream, blush, sand, and stone rather than reaching for green. Warm Stone specifically replaces the deep green Story/About and Hospitality section backgrounds to create a brighter, lighter feel while keeping structural depth.
03 Blush Rose Family
Blush Rose is the warm pink identity of Eleven TLC and reflects the product packaging aesthetic. It is exclusive to the parent brand — never used on Verdant Daily pages. It appears in hero banners, newsletter sections, promotional callouts, and benefit/feature panels.
Blush ramp
Blush Rose belongs to Eleven TLC only. It reflects the warm pink-forward aesthetic of the main product range. Do not introduce Blush Rose on Verdant Daily pages under any circumstances.
04 Gold Family
Gold is the premium bridge colour shared by both brand tiers. In v2.0 it has been elevated from a micro-accent to a more structural role — it can now carry full section backgrounds as a warm, honey-toned alternative to cream or blush. Gold also signals premium quality: it appears on price display, dividers, certifications, and badge accents.
Gold family ramp
Gold Wash (#F2E8D0) can now be used as a full section background — particularly for the Intelligent Garden blog teasers, testimonial sections, or hospitality callouts where you want warmth without reaching for either cream or green. It reads as premium and honey-toned rather than clinical. Gold Light (#D4B06A) works well as the announcement bar background, replacing Forest Green and keeping a warm accent at the top of the page without any green.
05 Magenta — CTA Reserved
Magenta is a high-energy colour that reads as promotional before it reads as premium. Its power comes from restraint. When everything around it pulls back, magenta demands attention — which is exactly what a purchase CTA needs to do. The rule is simple: magenta appears only where action is required.
Magenta (#E8147E) is reserved exclusively for primary CTA buttons on the Eleven TLC main site, and the logo badge (which is a contained brand mark, not a structural use of colour). It must not be used as a background, text colour, section divider, or decorative element. It does not appear on Verdant Daily pages under any circumstances.
- ✓ Primary CTA buttons — Shop Now, Add to Cart, Apply, Get Started
- ✓ Logo badge background — retained as brand equity, isolated as a single contained mark
- ✗ Announcement bar background
- ✗ Top social bar background
- ✗ Hero section background or colour tint
- ✗ Section dividers, borders, or decorative accents
- ✗ Any usage on Verdant Daily pages — Verdant has no magenta
06 Forest Green — Reserved
Forest Green is the dominant structural colour of Verdant Daily. On the main Eleven TLC site, it is now reserved — appearing only in the footer and a maximum of one intentional brand moment (typically the story or brand narrative section). This reservation sharpens the distinction between brand tiers and makes the main site feel brighter overall.
Forest family ramp
- ✓ Footer background (Deep Green)
- ✓ Maximum one brand/story section (Forest Green)
- ✗ Hero section (use Blush or Cream instead)
- ✗ Announcement bar (use Gold Light instead)
- ✗ Product grid backgrounds
- ✗ Testimonial or feature sections
- ✓ Hero and page headers (Deep Green)
- ✓ Section backgrounds (Forest Green)
- ✓ Ingredient labels (Sage)
- ✓ System/benefit panels (Light Sage)
- ✓ CTA buttons (Forest Green)
- ✗ Magenta — never on Verdant pages
07 Text & UI Neutrals
The text stack uses warm-toned neutrals throughout — no cool greys. This keeps the brand feeling warm and considered even in small-scale UI elements like captions and form labels.
Complete colour system — full strip
Left to right: Near-White → Cream → Sand → Blush → Gold family → Stone → Taupe → Magenta → Sage family → Forest greens → Text stack
08 Colour Usage Rules
8.1 — Green is now reserved on the main site
The core revision in v2.0. Forest Green and Deep Green are reserved for the footer and a maximum of one brand narrative section on the main site. All other sections that previously used green — announcement bar, hero, story, hospitality blocks — now use the neutral and gold tier instead. This makes the main site brighter and reserves green as the Verdant Daily signature.
8.2 — Section background sequencing
Sections should not repeat the same background consecutively. Use this sequencing palette to alternate rhythm on the main site:
Cream (#F5F0E8) → Blush Rose (#F6D7D9) → Warm Sand (#EDE6D6) → White → Gold Wash (#F2E8D0) → Warm Stone (#C8B8A0)
Deep Green is reserved exclusively for the footer. Forest Green for maximum one brand section. Never place two dark sections consecutively on the main site.
8.3 — Gold as a structural colour
Gold Wash (#F2E8D0) can now function as a full section background — not just a micro-accent. It is particularly effective for the Intelligent Garden blog teasers, testimonial strips, and B2B/hospitality callouts. Gold Light (#D4B06A) works as the announcement bar background, replacing Forest Green with a warm premium tone. Core gold (#B8975A) remains restricted to dividers, price display, and micro-accents.
8.4 — Text on colour contrast
- → On Cream, Warm Sand, Gold Wash, Blush Rose: use Near-Black (#1A1816) for body and headings
- → On Warm Stone (#C8B8A0): use Near-Black (#1A1816) — maintains adequate contrast
- → On Forest Green (#2D4A3E) or Deep Green (#1B3329): use White for headings, Cream for body
- → On Magenta (#E8147E) buttons: use White for button labels only
- → Gold (#B8975A): decorative use only — never as a text colour on white or cream backgrounds
09 Typography System
Both brand tiers share the same typeface pairing. Typography is the clearest signal of a unified brand family — even when colour proportions shift between main site and Verdant pages, the type pairing holds the system together.
Cormorant Garamond is always the display and headline face. DM Sans is always the body and UI face. Never use Cormorant Garamond for navigation, button labels, or body copy. No third typeface should be introduced without a specific design reason and client sign-off.
10 UI Components
10.1 — CTA Buttons
Forest Green BG · White label · Use for standalone secondary actions
Forest Green #2D4A3E · Cream label · No magenta on Verdant pages
10.2 — Announcement Bar
v2.0 change: Announcement bar moves from Forest Green to Gold Light (#D4B06A) with Near-Black text. This removes the top-of-page green block and adds a premium warm accent instead. At Verdant Daily launch, update copy while keeping the Gold Light background.
10.3 — Navigation Bar
White/Near-White background · Logo badge unchanged · Near-Black links · Forest Green hover state · Magenta primary CTA in header
11 Homepage Section Layout
The updated homepage sequence reflects the v2.0 direction: brighter and lighter throughout, with green reserved for the footer and one intentional brand moment. The new neutral and gold tier provides section variety without dark backgrounds.
| Section | Background | Text | CTA | v2.0 Change |
|---|---|---|---|---|
| Announcement Bar | Gold Light | Near-Black | — | Replaced Forest Green |
| Navigation | White | Near-Black | Magenta (mobile) | Unchanged |
| Hero Section | Cream or Blush | Near-Black | Magenta | Lightened from Forest Green |
| Category Marquee | Near-White | Near-Black | — | Unchanged |
| Product Grid | White | Near-Black | Magenta | Unchanged |
| Benefit / Feature | Blush Rose | Near-Black | Green outlined | Unchanged |
| Find What You're Looking For | Warm Sand | Near-Black | — | New — replaces dark green |
| Brand Story / About | Warm Stone | Near-Black / White | Cream outlined | New — replaces Deep Green |
| Testimonials | Gold Wash | Near-Black | — | New — replaces Cream |
| B2B / Hospitality | Warm Cream | Near-Black | Green outlined | Lightened from Forest Green |
| Newsletter Signup | Blush Light | Near-Black | Magenta | New — lighter blush |
| Footer | Deep Green | Cream | Optional Magenta | Unchanged — green stays here |
12 Verdant Daily Pages Sub-Brand
Verdant Daily pages are unchanged in v2.0. The primary revision to the main site actually sharpens the Verdant distinction: now that the main site has pulled back from green, landing on a Verdant page feels like stepping into a genuinely distinct environment. Green-dominant on Verdant reads as intentional and elevated, not incidental.
Magenta does not appear anywhere on Verdant Daily pages. The Add to Cart button uses Forest Green filled or Cream outlined on dark backgrounds. This is the single most important visual distinction between the two brand tiers — it must be enforced without exception.
13 Two-Brand Cohesion Rules
The goal is for Eleven TLC and Verdant Daily to feel like they share design DNA without appearing identical. Three mechanisms create this cohesion: shared colours, shared typography, and consistent design principles.
- ✓ Warm Cream (#F5F0E8) as primary body background on both tiers
- ✓ Gold (#B8975A) as premium accent on dividers, price, micro-accents
- ✓ Cormorant Garamond + DM Sans on all pages across both brands
- ✓ Eleven TLC navigation header on all pages including Verdant
- ✓ Near-Black (#1A1816) as the text colour on light backgrounds
- ✗ Magenta: main site only, CTA buttons only — never on Verdant
- ✗ Blush Rose: main site only — never on Verdant pages
- ✗ Light Sage + Sage: Verdant only — never on main site pages
- ✗ Warm Sand / Warm Stone: main site only — not on Verdant structural areas
- ✗ Color weight: main site = cream dominant; Verdant = green dominant
14 Do's & Don'ts
14.1 — Colour
14.2 — Typography
14.3 — Verdant Daily
Eleven TLC Brand Guide v2.0 · April 2026 · Phil Moore, Phil-Moore.com