Fern & Fold Brand Colours & Fonts
1. Brand snapshot
Fern & Fold should feel like clean linen drying in fresh air. The base is warm and soft: an off-white "linen" background instead of stark white, with your forest green as the steady, trustworthy colour. One bright, sunny accent adds the playful note. Use medium-high contrast so text is easy to read without feeling harsh. For type, a soft, slightly quirky serif for headings and a rounded, friendly sans-serif for body text keep things away from a cold or corporate look.
Assumptions
- Your logo green #2F5D50 stays exactly as given in every direction. I haven't seen your logo file, so check the palette next to it.
- You want a warm, approachable feel. Blue is kept out of the main colours so nothing reads like your competitor's royal blue and orange. Orange, purple and neon are left out completely.
- Print (door hangers, van wraps) matters as much as screens, so every colour comes with a CMYK value.
2. Palette directions
CMYK values are approximate conversions from HEX. Ask your printer or van-wrap company to proof them, and if they use Pantone, ask them to match the HEX.
Direction A: "Morning Fern" ⭐ Recommended
Forest green, soft sage and warm linen, with a sunny "clothesline yellow" to add some fun.
| Role | Colour name | HEX | RGB | CMYK (approx.) | Use it for |
|---|---|---|---|---|---|
| Primary | Fern Green (logo) | #2F5D50 | 47, 93, 80 | 49, 0, 14, 64 | Logo, headers, main buttons, van body |
| Secondary | Sage Leaf | #A8C3A0 | 168, 195, 160 | 14, 0, 18, 24 | Section backgrounds, illustrations, icons |
| Accent (sparingly) | Clothesline Yellow | #F4C95D | 244, 201, 93 | 0, 18, 62, 4 | "Book a pickup" highlights, badges, small shapes |
| Dark neutral (text) | Deep Moss | #1F2A27 | 31, 42, 39 | 26, 0, 7, 84 | Body text, small print |
| Light neutral (background) | Fresh Linen | #F7F4EC | 247, 244, 236 | 0, 1, 4, 3 | Page and flyer backgrounds |
| Support tint | Mint Rinse | #DCE8DF | 220, 232, 223 | 5, 0, 4, 9 | Info boxes, success messages, card backgrounds |
Why it's recommended: It's the warmest and most balanced of the three. Sage and linen make it feel calm and fresh, and the yellow adds the "little bit playful" note while staying far from neon or from a blue-and-orange look. It also prints reliably and keeps strong text contrast.
Direction B: "Soap Bubble"
Airy and light: pale aqua and a soft blush pink, for a cleaner, more modern feel.
| Role | Colour name | HEX | RGB | CMYK (approx.) | Use it for |
|---|---|---|---|---|---|
| Primary | Fern Green (logo) | #2F5D50 | 47, 93, 80 | 49, 0, 14, 64 | Logo, headers, buttons |
| Secondary | Rinse Aqua | #BFE3DC | 191, 227, 220 | 16, 0, 3, 11 | Backgrounds, shapes, Instagram tiles |
| Accent (sparingly) | Blush Pop | #F2A7A0 | 242, 167, 160 | 0, 31, 34, 5 | Stickers, promo tags, small icons |
| Dark neutral (text) | Slate Ink | #22313A | 34, 49, 58 | 41, 16, 0, 77 | Body text |
| Light neutral (background) | Bright Cotton | #F9FBFA | 249, 251, 250 | 1, 0, 0, 2 | Page backgrounds |
| Support tint | Foam | #E6F2EF | 230, 242, 239 | 5, 0, 1, 5 | Cards, success messages |
Note: this is the coolest of the three. The warm blush keeps it friendly, but if "nothing cold" is a firm rule, Direction A is safer.
Direction C: "Forest Floor"
Earthy and natural: kraft-paper tan with a muted moss-lime accent, like recycled packaging.
| Role | Colour name | HEX | RGB | CMYK (approx.) | Use it for |
|---|---|---|---|---|---|
| Primary | Fern Green (logo) | #2F5D50 | 47, 93, 80 | 49, 0, 14, 64 | Logo, headers, buttons |
| Secondary | Kraft Paper | #CBB28F | 203, 178, 143 | 0, 12, 30, 20 | Backgrounds, packaging, tags |
| Accent (sparingly) | Spring Moss | #B5CC5A | 181, 204, 90 | 11, 0, 56, 20 | Eco badges, small highlights |
| Dark neutral (text) | Bark Brown | #3A2E26 | 58, 46, 38 | 0, 21, 34, 77 | Body text |
| Light neutral (background) | Oat Milk | #FBF8F2 | 251, 248, 242 | 0, 1, 4, 2 | Page backgrounds |
| Support tint | Unbleached | #EDE4D3 | 237, 228, 211 | 0, 4, 11, 7 | Cards, panels |
3. Contrast check (recommended palette: Morning Fern)
WCAG 2.x ratios, calculated from relative luminance.
| Pair (text on background) | Ratio | AA normal (4.5:1) | AA large (3:1) |
|---|---|---|---|
| Deep Moss #1F2A27 on Fresh Linen #F7F4EC | 13.5:1 | ✅ Pass | ✅ Pass |
| White #FFFFFF on Fern Green #2F5D50 | 7.5:1 | ✅ Pass | ✅ Pass |
| Fern Green #2F5D50 on Fresh Linen #F7F4EC | 6.8:1 | ✅ Pass | ✅ Pass |
| Deep Moss #1F2A27 on Clothesline Yellow #F4C95D | 9.4:1 | ✅ Pass | ✅ Pass |
| Fern Green #2F5D50 on Sage Leaf #A8C3A0 | 3.9:1 | ❌ Fail | ✅ Pass |
| White #FFFFFF on Sage Leaf #A8C3A0 | 1.9:1 | ❌ Fail | ❌ Fail |
Fixes
- White on sage fails. On sage, use Deep Moss #1F2A27 for text instead (7.7:1, passes both).
- Fern Green on sage passes for headings only (large text). For body text on sage, use Deep Moss.
- Yellow on linen is about 1.4:1. Never use yellow as text on light backgrounds. Use it as a fill with dark text on top. Yellow text on Fern Green does work (4.8:1).
4. Font pairings
Pairing 1: Fraunces + Figtree ⭐ Recommended
- Headings: Fraunces. Download weights 600, 700 (plus 400 Italic for an occasional playful touch).
- Body: Figtree. Download weights 400, 500, 600, 700.
- Why it works: Fraunces is a soft, slightly quirky old-style serif. It feels warm and crafted, adding playfulness while still looking trustworthy. Figtree is a clean, friendly geometric sans that stays readable on phones and flyers. Pairing a characterful serif with a neutral sans gives clear contrast without clashing.
- Fallback stacks:
- Headings:
Georgia, "Times New Roman", serif - Body:
system-ui, -apple-system, "Segoe UI", Roboto, Arial, sans-serif
- Headings:
Pairing 2: Nunito + Source Sans 3
- Headings: Nunito. Download weights 700, 800.
- Body: Source Sans 3. Download weights **4