---
name: "Purdy & Figg"
category: Brands
surface: web
colors:
  ink: "#000000"
  char: "#0a0a0a"
  paper: "#ffffff"
  slate: "#737373"
  hairline: "#242424"
  signal-blue: "#0d6efd"
  somerset-forest: "#11322c"
---

# Purdy & Figg

> Category: Brands

> Surface: web

*Give your home a holiday*

Purdy & Figg make natural cleaning products scented with pure essential oils, to change how you feel about cleaning forever.

## Color Palette

| Role | Name | Hex | Usage |
| --- | --- | --- | --- |
| background | Ink | `#000000` | Page canvas. Every marketing screen opens on pure black. |
| surface | Char | `#0a0a0a` | Cards, raised panels, review tiles. A single-step lift off the canvas. |
| foreground | Paper | `#ffffff` | Body copy, headings, and the wordmark in reverse. |
| muted | Slate | `#737373` | Secondary text, captions, product subtitles, timestamps. |
| border | Hairline | `#242424` | 1px dividers between rows, cards, and sections. |
| accent | Signal blue | `#0d6efd` | High-signal moments only — focus rings, links, one badge per screen. Never a full-width wash. |
| accent-secondary | Somerset forest | `#11322c` | The wordmark color. Section rails, quiet CTA fills, price stripes, refill-list tick marks. |

## Typography
- **Display:** Lausanne — weights 400, 700 — fallbacks: system-ui, -apple-system, Segoe UI, Helvetica Neue, Arial, sans-serif
- **Body:** Lausanne — weights 400, 700 — fallbacks: system-ui, -apple-system, Segoe UI, Helvetica Neue, Arial, sans-serif

## Voice & Tone

- **Adjectives:** warm, considered, natural, elegant, unpretentious, sensory, quietly indulgent
- **Tone:** British, editorial, gently indulgent. Cleaning is framed as a small pleasure, not a chore. Sensory language does the heavy lifting; ingredients are named specifically. Speaks as one thoughtful person, not a brand marketing team. Never clinical, never boastful, never technical-industrial.

### Messaging pillars
- Give your home a holiday
- Join millions of members
- Discover your scents

### Vocabulary
- **Use:** holiday, whisk away, natural, essential oils, hand-poured, refill, Bottle for Life, member, Special Edition, Mediterranean, discover, ritual, scent, your home, your bottle
- **Avoid:** chore, chemical, disinfect, industrial, kill germs, 99.9%, synthetic, cheap, hack, boost, revolutionise, clean freaks

## Imagery

- **Style:** Editorial still-life photography under warm natural daylight. Low-contrast, slight desaturation, subtle film grain. Reads more Kinfolk than Amazon — product photography in the language of a magazine, not a marketplace.
- **Subjects:** Bottles and refills in real homes (marble counters, wood shelves, morning windows, bathroom sinks), Raw essential-oil ingredients (citrus peel, sprigs of clary sage, dried rose, cedarwood chip), Hands mid-motion — pouring a refill, wiping a counter, holding a spray bottle, A cleaned surface reflecting daylight, The Bottle for Life photographed as an object worth keeping
- **Treatment:** Warm daylight, soft directional shadow, tight micro-contrast, ~10% desaturation. Backgrounds are real surfaces (linen, marble, painted wood, stone). Aspect ratios 3:4 or 4:5 for product-forward moments; 16:9 or 3:2 for editorial spreads.
- **Avoid:** Sterile product-on-white e-comm shots, Laboratory / disinfectant / clinical iconography, Harsh spot lighting or ring-light flatness, Overhead flat-lay gimmicks, Stock-photo staging with visible models' faces, Chemical-bright neon colors, Generative AI faces or invented scenes

## Layout

- **Radius:** 8px
- **Border weight:** 1px
- **Spacing:** 8px baseline grid

### Posture rules
- 8px corner radius on all cards, buttons, badges, and images. Pills (999px) are reserved for filter chips and the top-right cart badge.
- 1px hairlines only. Never 2px or heavier — the brand reads through space, not through outlines.
- 8px baseline grid throughout. Common spacing steps: 8 / 16 / 24 / 32 / 48 / 64 / 96 / 128.
- Grid: editorial 12-column at desktop with 40–64px gutters; 6-column tablet; single-column mobile with 16–20px side padding.
- Sale / promo bars sit above the header on #11322c (Somerset forest) with white type. The header itself stays quiet — canvas fill, 1px bottom hairline, no shadow.
- Primary CTAs: full-width on mobile, auto-width on desktop, white type on a #11322c fill, 8px radius, no gradient, no drop shadow.
- Eyebrow labels: 11px UPPERCASE Lausanne with 0.14em tracking, sat 24px above the section headline.
- One decisive flourish per page — a single hero photograph or a single pull-quote. Never both competing at scale.
- Accent budget: the accent color (#0d6efd) is a high-signal moment — used at most twice per screen, never as a large fill. Somerset forest (#11322c) is the workhorse brand color.