Brand guides
Updates a brand guide
Replaces the sent sections; a section left out keeps its saved value. Within visual_identity each part sent (colors, typography, logos, icons, imagery, customSections) replaces that part. meta.section_versions must hold, for every section sent, its version from governance.sectionVersions as last read, e.g. {"meta": {"section_versions": {"colors": 3}}}; when a section was saved since, nothing is saved and the response is 409. Needs write permission.
patch/brand-guides/{brand_guide_id}
Request
- Base URLhttps://api.kontainer.com/jsonapi/v2
- AuthHTTP bearer
- TypeScriptA function with typed inputs. Its response is checked against the schema.
Path parameters
brand_guide_idstring required
ID of the brand guide
Request body
Example request
{
"data": {
"type": "brand_guides",
"id": "12",
"attributes": {
"visual_identity": {
"colors": [
{
"id": "color-warm-sand",
"name": "Warm Sand",
"role": "primary",
"description": "Our main brand colour.",
"usage": "Backgrounds, large areas and calm expressions.",
"avoid": "Small text; contrast against white is too low.",
"values": {
"hex": "#D9C3B4",
"rgb": [
217,
195,
180
],
"cmyk": [
0,
10,
17,
15
],
"pantone": "7527 C"
},
"token": {
"id": "color.brand.primary",
"cssVariable": "--color-brand-primary"
}
},
{
"id": "color-forest",
"name": "Forest",
"role": "secondary",
"description": "Deep green that grounds the palette.",
"usage": "Text, buttons and highlights.",
"avoid": "Large background areas in print.",
"values": {
"hex": "#39483F",
"rgb": [
57,
72,
63
],
"cmyk": [
21,
0,
13,
72
],
"pantone": "5605 C"
},
"token": {
"id": "color.brand.secondary",
"cssVariable": "--color-brand-secondary"
}
},
{
"id": "color-cloud",
"name": "Cloud",
"role": "surface",
"description": "Soft off-white.",
"usage": "Backgrounds and neutral areas.",
"avoid": null,
"values": {
"hex": "#F7F5F2",
"rgb": [
247,
245,
242
],
"cmyk": [
0,
1,
2,
3
],
"pantone": null
},
"token": {
"id": "color.brand.surface",
"cssVariable": "--color-brand-surface"
}
},
{
"id": "color-sage",
"name": "Sage",
"role": "accent",
"description": "Muted green accent.",
"usage": "Highlights and graphical elements.",
"avoid": "Text of any size.",
"values": {
"hex": "#A7B29F",
"rgb": [
167,
178,
159
],
"cmyk": [
6,
0,
11,
30
],
"pantone": "5777 C"
},
"token": null
}
]
}
}
},
"meta": {
"section_versions": {
"colors": 3
}
}
}Response
success
Example response
{
"data": {
"type": "brand_guides",
"id": "12",
"attributes": {
"schema_version": "1.0.0",
"governance": {
"updatedAt": "2026-09-28T09:14:00+02:00",
"updatedBy": "Brand Manager",
"sectionVersions": {
"brand": 0,
"identity": 0,
"voice": 0,
"writing": 0,
"colors": 0,
"typography": 0,
"logos": 0,
"icons": 0,
"imagery": 0,
"customSections": 0,
"rules": 0,
"aiInstructions": 0
}
},
"brand": {
"name": "Hearth & Wool",
"description": "Scandinavian children's clothing focused on quality, comfort and timeless design. We believe in a simpler, kinder and more playful everyday life for children and their families.",
"defaultLanguage": "en-GB",
"industry": "Fashion & Apparel",
"geographicFocus": "Global",
"coverImage": {
"fileId": 90011,
"name": "hearth-cover.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90011/view",
"cdnUrl": "https://cdn.example.com/cdn/6ad677efeef8/hearth-cover.jpg",
"width": 1200,
"height": 800
}
},
"identity": {
"vision": "A world where children's clothes are made to be passed on, not thrown away.",
"mission": "Design and make durable, natural children's clothing and help families hand it on.",
"purpose": "Make children's clothing that lasts long enough to be handed down, so families buy less and play more.",
"positioning": "For parents who want quality over quantity, Hearth & Wool is the Scandinavian children's brand that combines natural materials with timeless design, unlike fast-fashion brands that follow trends season to season.",
"values": [
{
"id": "value-quality",
"name": "Quality",
"description": "Every garment should survive more than one child."
},
{
"id": "value-scandinavian-design",
"name": "Scandinavian design",
"description": "Simple shapes, muted colours, nothing added for its own sake."
},
{
"id": "value-playfulness",
"name": "Playfulness",
"description": "Clothes are made for climbing, rolling and puddles."
},
{
"id": "value-sustainability",
"name": "Sustainability",
"description": "Natural fibres, certified production and repairable construction."
},
{
"id": "value-kindness",
"name": "Kindness",
"description": "Towards children, parents, makers and the planet."
}
],
"keyMessages": [
{
"id": "message-made-to-last",
"title": "Made to last",
"message": "Designed to be worn, loved and handed down."
},
{
"id": "message-natural-materials",
"title": "Natural materials",
"message": "Soft organic cotton and merino wool that children are comfortable in all day."
}
],
"audiences": [
{
"id": "audience-parents",
"name": "Parents of 0–8 year olds",
"description": "Parents looking for high-quality, stylish and comfortable clothing for their children, with a focus on sustainability and long-lasting design.",
"needs": [
"Durable clothes",
"Easy care",
"Timeless style that can be handed down"
]
},
{
"id": "audience-gift-buyers",
"name": "Gift buyers",
"description": "Grandparents and friends buying a present for a newborn or a birthday.",
"needs": [
"Gift-ready packaging",
"Clear size guidance"
]
}
]
},
"voice": {
"summary": "We communicate warmly and confidently, with a positive and inspiring tone. Our language is simple, human and approachable, without being overly promotional.",
"traits": [
{
"id": "trait-warm",
"name": "warm",
"meaning": "We sound like a friendly parent, not a shop.",
"do": "Speak directly to the reader and their child.",
"avoid": "Cold, transactional phrasing."
},
{
"id": "trait-calm",
"name": "calm",
"meaning": "We never rush or pressure the reader.",
"do": "Use short, unhurried sentences.",
"avoid": "Urgency, countdowns and exclamation marks."
},
{
"id": "trait-confident",
"name": "confident",
"meaning": "We know our craft and say so plainly.",
"do": "State facts about materials and construction.",
"avoid": "Hedging or superlatives."
},
{
"id": "trait-playful",
"name": "playful",
"meaning": "A light touch that reflects childhood.",
"do": "Use gentle imagery of play and adventure.",
"avoid": "Jokes at anyone's expense, slang."
}
],
"formality": 2,
"sentenceStyle": "Short to medium sentences, active voice, one idea per sentence.",
"examples": [
{
"id": "example-sounds-1",
"type": "sounds_like_us",
"text": "Made for little adventures. Timeless styles for everyday play.",
"explanation": "Calm, warm and focused on the child's life."
},
{
"id": "example-sounds-2",
"type": "sounds_like_us",
"text": "Soft merino that keeps them warm from the first frost to the last.",
"explanation": "Concrete material benefit, no exaggeration."
},
{
"id": "example-sounds-3",
"type": "sounds_like_us",
"text": "Soft organic cotton for everyday play.",
"explanation": "Leads with the material and the benefit."
},
{
"id": "example-sounds-4",
"type": "sounds_like_us",
"text": "Kidswear made to be handed down.",
"explanation": "Quality and longevity said plainly, without hype."
},
{
"id": "example-not-1",
"type": "not_like_us",
"text": "Hurry! Amazing deals on our new collection!!!",
"explanation": "Urgency, hype and exclamation marks."
},
{
"id": "example-not-2",
"type": "not_like_us",
"text": "The ultimate must-have outfit for trendy kids.",
"explanation": "Trend-driven and superlative; we are timeless, not trendy."
},
{
"id": "example-not-3",
"type": "not_like_us",
"text": "Revolutionary kidswear that changes everything.",
"explanation": "Hype and an unprovable claim."
}
]
},
"writing": {
"preferredTerms": [
{
"id": "term-children",
"term": "children",
"note": "Preferred over \"kids\" in product copy."
},
{
"id": "term-hand-down",
"term": "hand down",
"note": "Our way of talking about durability."
}
],
"avoidTerms": [
{
"id": "avoid-cheap",
"term": "cheap",
"alternative": "good value",
"reason": "Undermines our quality positioning."
},
{
"id": "avoid-trendy",
"term": "trendy",
"alternative": "timeless",
"reason": "We do not follow trends."
}
],
"forbiddenTerms": [
{
"id": "forbidden-eco-friendly",
"term": "eco-friendly",
"reason": "Unsubstantiated environmental claim."
}
],
"namingRules": [
{
"id": "naming-brand",
"rule": "Always write the brand as \"Hearth & Wool\" with an ampersand. Never \"Hearth and Wool\" or \"H&W\".",
"example": "Hearth & Wool"
},
{
"id": "naming-collections",
"rule": "Collection names are written in title case and never inflected.",
"example": "the Autumn Field collection"
}
],
"formattingRules": [
{
"id": "format-headings",
"rule": "Sentence case for headings.",
"example": "Made for little adventures"
},
{
"id": "format-exclamation",
"rule": "No exclamation marks in headlines.",
"example": null
},
{
"id": "format-sizes",
"rule": "Write sizes as age ranges: \"2–3 years\", never \"2T\".",
"example": "2–3 years"
},
{
"id": "format-discounts",
"rule": "Prices and discounts never lead a headline.",
"example": null
}
],
"prohibitedClaims": [
"Never claim a product is 100% sustainable or climate neutral.",
"Never claim garments are indestructible or will never wear out."
]
},
"visual_identity": {
"colors": [
{
"id": "color-warm-sand",
"name": "Warm Sand",
"role": "primary",
"description": "Our main brand colour.",
"usage": "Backgrounds, large areas and calm expressions.",
"avoid": "Small text; contrast against white is too low.",
"values": {
"hex": "#D9C3B4",
"rgb": [
217,
195,
180
],
"cmyk": [
0,
10,
17,
15
],
"pantone": "7527 C"
},
"token": {
"id": "color.brand.primary",
"cssVariable": "--color-brand-primary"
}
},
{
"id": "color-forest",
"name": "Forest",
"role": "secondary",
"description": "Deep green that grounds the palette.",
"usage": "Text, buttons and highlights.",
"avoid": "Large background areas in print.",
"values": {
"hex": "#39483F",
"rgb": [
57,
72,
63
],
"cmyk": [
21,
0,
13,
72
],
"pantone": "5605 C"
},
"token": {
"id": "color.brand.secondary",
"cssVariable": "--color-brand-secondary"
}
},
{
"id": "color-cloud",
"name": "Cloud",
"role": "surface",
"description": "Soft off-white.",
"usage": "Backgrounds and neutral areas.",
"avoid": null,
"values": {
"hex": "#F7F5F2",
"rgb": [
247,
245,
242
],
"cmyk": [
0,
1,
2,
3
],
"pantone": null
},
"token": {
"id": "color.brand.surface",
"cssVariable": "--color-brand-surface"
}
},
{
"id": "color-sage",
"name": "Sage",
"role": "accent",
"description": "Muted green accent.",
"usage": "Highlights and graphical elements.",
"avoid": "Text of any size.",
"values": {
"hex": "#A7B29F",
"rgb": [
167,
178,
159
],
"cmyk": [
6,
0,
11,
30
],
"pantone": "5777 C"
},
"token": null
}
],
"typography": {
"usage": "Use the display serif sparingly for headlines and key statements; everything else is set in the sans-serif.",
"families": [
{
"id": "font-fraunces",
"name": "Fraunces",
"role": "primary",
"fallback": "Georgia, serif",
"description": "A soft, warm serif with a friendly and contemporary expression.",
"usage": "Headlines, large titles and key statements. Keep a clear and simple layout.",
"avoid": "Body copy and long paragraphs.",
"source": "google",
"cssUrl": "https://fonts.googleapis.com/css2?family=Fraunces:wght@400;600&display=swap",
"styles": [
{
"name": "Regular",
"weight": 400,
"style": "normal"
},
{
"name": "SemiBold",
"weight": 600,
"style": "normal"
}
],
"files": [],
"token": {
"id": "font.brand.primary",
"cssVariable": "--font-brand-primary"
}
},
{
"id": "font-inter",
"name": "Inter",
"role": "secondary",
"fallback": "Helvetica, Arial, sans-serif",
"description": "A neutral sans-serif built for screens.",
"usage": "Body text, captions and UI.",
"avoid": "Body copy in all caps.",
"source": "google",
"cssUrl": "https://fonts.googleapis.com/css2?family=Inter:ital,wght@0,400;0,500;0,700;1,400&display=swap",
"styles": [
{
"name": "Regular",
"weight": 400,
"style": "normal"
},
{
"name": "Italic",
"weight": 400,
"style": "italic"
},
{
"name": "Medium",
"weight": 500,
"style": "normal"
},
{
"name": "Bold",
"weight": 700,
"style": "normal"
}
],
"files": [],
"token": {
"id": "font.brand.secondary",
"cssVariable": "--font-brand-secondary"
}
},
{
"id": "font-hearth-script",
"name": "Hearth Script",
"role": "display",
"fallback": "cursive",
"description": "Custom hand-drawn script commissioned for the brand.",
"usage": "Only for campaign titles of three words or fewer.",
"avoid": "Body text, UI and anything longer than three words.",
"source": "self_hosted",
"cssUrl": null,
"styles": [
{
"name": "Regular",
"weight": 400,
"style": "normal"
}
],
"files": [
{
"fileId": 90101,
"name": "HearthScript-Regular.woff2",
"extension": "woff2",
"sizeBytes": 48210,
"weight": 400,
"style": "normal",
"url": "/api/brand-guides/101/font-files/90101",
"weightMax": null,
"width": "normal"
},
{
"fileId": 90102,
"name": "HearthScript-Regular.otf",
"extension": "otf",
"sizeBytes": 91544,
"weight": 400,
"style": "normal",
"url": "/api/brand-guides/101/font-files/90102",
"weightMax": null,
"width": "normal"
}
],
"token": null
}
]
},
"logos": [
{
"id": "logo-primary-light",
"name": "Primary logo",
"role": "primary",
"theme": "light",
"description": "Wordmark for use on light backgrounds.",
"asset": {
"fileId": 90201,
"name": "hearth-wordmark-dark.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90201/view",
"cdnUrl": "https://cdn.example.com/cdn/1a61f549a3f7/hearth-wordmark-dark.svg",
"width": 400,
"height": 100
},
"minSize": {
"digital": {
"value": 24,
"unit": "px",
"dimension": "height"
},
"print": {
"value": 8,
"unit": "mm",
"dimension": "height"
}
},
"clearSpace": {
"value": 0.5,
"unit": "logo_height",
"description": "Keep free space of half the wordmark height on all sides.",
"element": null
},
"approvedBackgroundColorIds": [
"color-cloud",
"color-warm-sand"
],
"rules": [
{
"id": "logo-rule-1",
"type": "do",
"text": "Place on Cloud or Warm Sand backgrounds.",
"asset": null
},
{
"id": "logo-rule-2",
"type": "dont",
"text": "Do not stretch, rotate or recolour the logo.",
"asset": null
},
{
"id": "logo-rule-3",
"type": "dont",
"text": "Do not place on busy photographs without a backdrop.",
"asset": null
}
]
},
{
"id": "logo-primary-dark",
"name": "Primary logo, inverted",
"role": "primary",
"theme": "dark",
"description": "Wordmark for use on dark backgrounds.",
"asset": {
"fileId": 90202,
"name": "hearth-wordmark-light.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90202/view",
"cdnUrl": "https://cdn.example.com/cdn/37d980e2233f/hearth-wordmark-light.svg",
"width": 400,
"height": 100
},
"minSize": {
"digital": {
"value": 24,
"unit": "px",
"dimension": "height"
},
"print": null
},
"clearSpace": {
"value": 0.5,
"unit": "logo_height",
"description": "Same as the primary logo.",
"element": null
},
"approvedBackgroundColorIds": [
"color-forest"
],
"rules": [
{
"id": "logo-rule-4",
"type": "do",
"text": "Use only on Forest or dark photography.",
"asset": null
}
]
},
{
"id": "logo-icon",
"name": "Icon",
"role": "icon",
"theme": "any",
"description": "Monogram for avatars and favicons.",
"asset": {
"fileId": 90203,
"name": "hearth-monogram.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90203/view",
"cdnUrl": "https://cdn.example.com/cdn/ca8edbb9ec67/hearth-monogram.svg",
"width": 100,
"height": 100
},
"minSize": {
"digital": {
"value": 16,
"unit": "px",
"dimension": "width"
},
"print": null
},
"clearSpace": {
"value": 4,
"unit": "px",
"description": "Fixed padding; the icon is only used at small sizes.",
"element": null
},
"approvedBackgroundColorIds": [],
"rules": []
},
{
"id": "logo-horizontal",
"name": "Horizontal logo",
"role": "horizontal",
"theme": "light",
"description": "The H monogram beside the wordmark, for wide placements such as headers and signage.",
"asset": {
"fileId": 90204,
"name": "hearth-horizontal.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90204/view",
"cdnUrl": "https://cdn.example.com/cdn/1b24916bb3e2/hearth-horizontal.svg",
"width": 420,
"height": 100
},
"minSize": {
"digital": {
"value": 160,
"unit": "px",
"dimension": "width"
},
"print": {
"value": 40,
"unit": "mm",
"dimension": "width"
}
},
"clearSpace": {
"value": 1,
"unit": "element_width",
"description": "Keep the width of the H monogram free on all sides.",
"element": {
"name": "H monogram",
"asset": {
"fileId": 90205,
"name": "hearth-monogram-h.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90205/view",
"cdnUrl": "https://cdn.example.com/cdn/8e39164e19ed/hearth-monogram-h.svg",
"width": 44,
"height": 60
},
"heightRatio": 0.6
}
},
"approvedBackgroundColorIds": [
"color-cloud"
],
"rules": [
{
"id": "logo-rule-5",
"type": "dont",
"text": "Do not separate the monogram from the wordmark.",
"asset": null
}
]
}
],
"icons": {
"summary": "Outline icons with rounded ends and a consistent 1.5 px stroke. Use filled versions only for active states, such as a saved favourite, and duotone icons only in campaign material.",
"rules": [
{
"id": "icon-rule-1",
"type": "do",
"text": "Use Forest for icons on light backgrounds.",
"asset": null
},
{
"id": "icon-rule-2",
"type": "dont",
"text": "Do not mix outline and filled icons.",
"asset": null
}
],
"items": [
{
"id": "icon-washing",
"name": "Machine washable",
"meaning": "The garment can be machine washed at 30 °C.",
"category": "Care",
"style": "outline",
"keywords": [
"wash",
"care",
"laundry"
],
"asset": {
"fileId": 90301,
"name": "icon-washing.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90301/view",
"cdnUrl": "https://cdn.example.com/cdn/0f36ef4c6e04/icon-washing.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-organic",
"name": "Organic cotton",
"meaning": "Made from certified organic cotton.",
"category": "Materials",
"style": "outline",
"keywords": [
"organic",
"cotton",
"material"
],
"asset": {
"fileId": 90302,
"name": "icon-organic.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90302/view",
"cdnUrl": "https://cdn.example.com/cdn/7f5bb6b0e8fb/icon-organic.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-tumble-dry-low",
"name": "Tumble dry low",
"meaning": "Can be tumble dried on a low heat setting.",
"category": "Care",
"style": "outline",
"keywords": [
"dry",
"tumble",
"care"
],
"asset": {
"fileId": 90303,
"name": "icon-tumble-dry-low.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90303/view",
"cdnUrl": "https://cdn.example.com/cdn/fe385d1c58d8/icon-tumble-dry-low.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-do-not-tumble-dry",
"name": "Do not tumble dry",
"meaning": "Dry flat or on a line, never in a tumble dryer.",
"category": "Care",
"style": "outline",
"keywords": [
"dry",
"no dryer",
"care"
],
"asset": {
"fileId": 90304,
"name": "icon-do-not-tumble-dry.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90304/view",
"cdnUrl": "https://cdn.example.com/cdn/cb7378cfc936/icon-do-not-tumble-dry.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-iron-low",
"name": "Iron on low heat",
"meaning": "Iron at a low temperature, up to 110 °C.",
"category": "Care",
"style": "outline",
"keywords": [
"iron",
"heat",
"care"
],
"asset": {
"fileId": 90305,
"name": "icon-iron-low.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90305/view",
"cdnUrl": "https://cdn.example.com/cdn/5e3a48d514a6/icon-iron-low.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-do-not-bleach",
"name": "Do not bleach",
"meaning": "Never use bleach on this garment.",
"category": "Care",
"style": "outline",
"keywords": [
"bleach",
"chlorine",
"care"
],
"asset": {
"fileId": 90306,
"name": "icon-do-not-bleach.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90306/view",
"cdnUrl": "https://cdn.example.com/cdn/e63167dab9ee/icon-do-not-bleach.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-hand-wash",
"name": "Hand wash",
"meaning": "Wash by hand in lukewarm water.",
"category": "Care",
"style": "outline",
"keywords": [
"wash",
"hand",
"care"
],
"asset": {
"fileId": 90307,
"name": "icon-hand-wash.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90307/view",
"cdnUrl": "https://cdn.example.com/cdn/c84c6d489896/icon-hand-wash.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-dry-flat",
"name": "Dry flat",
"meaning": "Lay flat to dry so the knit keeps its shape.",
"category": "Care",
"style": "outline",
"keywords": [
"dry",
"flat",
"knit",
"care"
],
"asset": {
"fileId": 90308,
"name": "icon-dry-flat.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90308/view",
"cdnUrl": "https://cdn.example.com/cdn/4d71ca355a7c/icon-dry-flat.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-wool",
"name": "Merino wool",
"meaning": "Made from soft, mulesing-free merino wool.",
"category": "Materials",
"style": "outline",
"keywords": [
"wool",
"merino",
"warm"
],
"asset": {
"fileId": 90309,
"name": "icon-wool.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90309/view",
"cdnUrl": "https://cdn.example.com/cdn/f9175a101ef2/icon-wool.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-recycled",
"name": "Recycled fibres",
"meaning": "Contains recycled fibres from post-consumer textiles.",
"category": "Materials",
"style": "outline",
"keywords": [
"recycled",
"circular",
"material"
],
"asset": {
"fileId": 90310,
"name": "icon-recycled.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90310/view",
"cdnUrl": "https://cdn.example.com/cdn/b80c4664e64e/icon-recycled.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-linen",
"name": "Linen",
"meaning": "Breathable linen for warm days.",
"category": "Materials",
"style": "outline",
"keywords": [
"linen",
"flax",
"summer"
],
"asset": {
"fileId": 90311,
"name": "icon-linen.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90311/view",
"cdnUrl": "https://cdn.example.com/cdn/9ccaf9be3a8e/icon-linen.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-bamboo",
"name": "Bamboo viscose",
"meaning": "Soft, breathable fabric made from bamboo viscose.",
"category": "Materials",
"style": "outline",
"keywords": [
"bamboo",
"viscose",
"soft"
],
"asset": {
"fileId": 90312,
"name": "icon-bamboo.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90312/view",
"cdnUrl": "https://cdn.example.com/cdn/a0e86d491ded/icon-bamboo.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-gots",
"name": "GOTS certified",
"meaning": "Certified to the Global Organic Textile Standard.",
"category": "Materials",
"style": "outline",
"keywords": [
"certified",
"organic",
"gots"
],
"asset": {
"fileId": 90313,
"name": "icon-gots.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90313/view",
"cdnUrl": "https://cdn.example.com/cdn/5c1a878f8065/icon-gots.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-oeko-tex",
"name": "OEKO-TEX certified",
"meaning": "Tested for harmful substances to OEKO-TEX Standard 100.",
"category": "Materials",
"style": "outline",
"keywords": [
"certified",
"safe",
"tested"
],
"asset": {
"fileId": 90314,
"name": "icon-oeko-tex.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90314/view",
"cdnUrl": "https://cdn.example.com/cdn/1648a45954f4/icon-oeko-tex.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-true-to-size",
"name": "True to size",
"meaning": "Choose the size you normally wear.",
"category": "Sizing",
"style": "outline",
"keywords": [
"size",
"fit",
"measure"
],
"asset": {
"fileId": 90315,
"name": "icon-true-to-size.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90315/view",
"cdnUrl": "https://cdn.example.com/cdn/08d8962e742b/icon-true-to-size.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-grows-with-child",
"name": "Grows with your child",
"meaning": "Adjustable cuffs and waist add an extra size of wear.",
"category": "Sizing",
"style": "outline",
"keywords": [
"adjustable",
"grow",
"extend"
],
"asset": {
"fileId": 90316,
"name": "icon-grows-with-child.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90316/view",
"cdnUrl": "https://cdn.example.com/cdn/b99d7a559a82/icon-grows-with-child.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-roomy-fit",
"name": "Roomy fit",
"meaning": "Cut with extra room for layering and play.",
"category": "Sizing",
"style": "outline",
"keywords": [
"fit",
"loose",
"layering"
],
"asset": {
"fileId": 90317,
"name": "icon-roomy-fit.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90317/view",
"cdnUrl": "https://cdn.example.com/cdn/f70615135703/icon-roomy-fit.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-size-guide",
"name": "Size guide",
"meaning": "See measurements for each size before you order.",
"category": "Sizing",
"style": "outline",
"keywords": [
"size",
"guide",
"chart"
],
"asset": {
"fileId": 90318,
"name": "icon-size-guide.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90318/view",
"cdnUrl": "https://cdn.example.com/cdn/62333012eb08/icon-size-guide.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-free-delivery",
"name": "Free delivery",
"meaning": "Free delivery on orders over 500 DKK.",
"category": "Delivery",
"style": "outline",
"keywords": [
"delivery",
"shipping",
"free"
],
"asset": {
"fileId": 90319,
"name": "icon-free-delivery.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90319/view",
"cdnUrl": "https://cdn.example.com/cdn/a854b8bfab77/icon-free-delivery.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-free-returns",
"name": "Free returns",
"meaning": "Return within 60 days at no cost.",
"category": "Delivery",
"style": "outline",
"keywords": [
"returns",
"refund",
"free"
],
"asset": {
"fileId": 90320,
"name": "icon-free-returns.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90320/view",
"cdnUrl": "https://cdn.example.com/cdn/f5a6cb2dae68/icon-free-returns.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-click-collect",
"name": "Click and collect",
"meaning": "Order online and pick up in store.",
"category": "Delivery",
"style": "outline",
"keywords": [
"store",
"pickup",
"collect"
],
"asset": {
"fileId": 90321,
"name": "icon-click-collect.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90321/view",
"cdnUrl": "https://cdn.example.com/cdn/d0a1953a5ecb/icon-click-collect.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-gift-wrap",
"name": "Gift wrapping",
"meaning": "Wrapped in recycled paper with a handwritten card.",
"category": "Delivery",
"style": "outline",
"keywords": [
"gift",
"wrap",
"present"
],
"asset": {
"fileId": 90322,
"name": "icon-gift-wrap.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90322/view",
"cdnUrl": "https://cdn.example.com/cdn/f7506ec0df14/icon-gift-wrap.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-carbon-neutral",
"name": "Carbon neutral shipping",
"meaning": "Shipping emissions are offset through verified projects.",
"category": "Delivery",
"style": "outline",
"keywords": [
"carbon",
"climate",
"shipping"
],
"asset": {
"fileId": 90323,
"name": "icon-carbon-neutral.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90323/view",
"cdnUrl": "https://cdn.example.com/cdn/485334c19399/icon-carbon-neutral.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-nickel-free",
"name": "Nickel-free buttons",
"meaning": "All buttons and poppers are nickel-free.",
"category": "Features",
"style": "outline",
"keywords": [
"buttons",
"poppers",
"skin"
],
"asset": {
"fileId": 90324,
"name": "icon-nickel-free.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90324/view",
"cdnUrl": "https://cdn.example.com/cdn/ce2726e5c0eb/icon-nickel-free.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-reflective",
"name": "Reflective details",
"meaning": "Reflective trims for visibility on dark mornings.",
"category": "Features",
"style": "outline",
"keywords": [
"reflective",
"safety",
"visible"
],
"asset": {
"fileId": 90325,
"name": "icon-reflective.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90325/view",
"cdnUrl": "https://cdn.example.com/cdn/9370c8039bc6/icon-reflective.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-water-repellent",
"name": "Water repellent",
"meaning": "Treated to shed light rain, free from PFAS.",
"category": "Features",
"style": "outline",
"keywords": [
"rain",
"water",
"outdoor"
],
"asset": {
"fileId": 90326,
"name": "icon-water-repellent.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90326/view",
"cdnUrl": "https://cdn.example.com/cdn/4c3fab119bd0/icon-water-repellent.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-easy-on",
"name": "Easy on and off",
"meaning": "Wide neck and poppers for quick changes.",
"category": "Features",
"style": "outline",
"keywords": [
"dressing",
"poppers",
"quick"
],
"asset": {
"fileId": 90327,
"name": "icon-easy-on.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90327/view",
"cdnUrl": "https://cdn.example.com/cdn/8803e3fa7b38/icon-easy-on.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-soft-seams",
"name": "Soft seams",
"meaning": "Flat seams that do not rub sensitive skin.",
"category": "Features",
"style": "outline",
"keywords": [
"seams",
"comfort",
"skin"
],
"asset": {
"fileId": 90328,
"name": "icon-soft-seams.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90328/view",
"cdnUrl": "https://cdn.example.com/cdn/30172e2ae520/icon-soft-seams.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-tag-free",
"name": "Tag-free",
"meaning": "Printed labels instead of scratchy tags.",
"category": "Features",
"style": "outline",
"keywords": [
"label",
"tag",
"comfort"
],
"asset": {
"fileId": 90329,
"name": "icon-tag-free.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90329/view",
"cdnUrl": "https://cdn.example.com/cdn/637430d0410c/icon-tag-free.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-name-label",
"name": "Name label",
"meaning": "A blank label inside for writing your child’s name.",
"category": "Features",
"style": "outline",
"keywords": [
"label",
"name",
"kindergarten"
],
"asset": {
"fileId": 90330,
"name": "icon-name-label.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90330/view",
"cdnUrl": "https://cdn.example.com/cdn/ee69dc4311b4/icon-name-label.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-pockets",
"name": "Deep pockets",
"meaning": "Pockets deep enough for treasures found on the way.",
"category": "Features",
"style": "outline",
"keywords": [
"pockets",
"storage",
"play"
],
"asset": {
"fileId": 90331,
"name": "icon-pockets.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90331/view",
"cdnUrl": "https://cdn.example.com/cdn/b663a7c6969c/icon-pockets.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-knee-reinforced",
"name": "Reinforced knees",
"meaning": "Extra fabric at the knees for crawling and climbing.",
"category": "Features",
"style": "outline",
"keywords": [
"durable",
"knees",
"play"
],
"asset": {
"fileId": 90332,
"name": "icon-knee-reinforced.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90332/view",
"cdnUrl": "https://cdn.example.com/cdn/bc65af9f1eaa/icon-knee-reinforced.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-favourite",
"name": "Favourite",
"meaning": "Save the product to your favourites.",
"category": "Interface",
"style": "outline",
"keywords": [
"favourite",
"wishlist",
"save"
],
"asset": {
"fileId": 90333,
"name": "icon-favourite.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90333/view",
"cdnUrl": "https://cdn.example.com/cdn/bc2b1b1224b0/icon-favourite.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-favourite-filled",
"name": "Favourite, filled",
"meaning": "The product is saved in your favourites. Only for the active state.",
"category": "Interface",
"style": "filled",
"keywords": [
"favourite",
"saved",
"active"
],
"asset": {
"fileId": 90334,
"name": "icon-favourite-filled.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90334/view",
"cdnUrl": "https://cdn.example.com/cdn/3eb88a4da6d6/icon-favourite-filled.svg",
"width": 24,
"height": 24
}
},
{
"id": "icon-campaign-gift",
"name": "Campaign gift",
"meaning": "Gift with purchase in seasonal campaigns.",
"category": "Campaign",
"style": "duotone",
"keywords": [
"gift",
"campaign",
"christmas"
],
"asset": {
"fileId": 90335,
"name": "icon-campaign-gift.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90335/view",
"cdnUrl": "https://cdn.example.com/cdn/8c224de960db/icon-campaign-gift.svg",
"width": 24,
"height": 24
}
}
]
},
"imagery": {
"summary": "Natural and authentic photography of children in real life situations. Soft, natural light and calm, muted colours. Focus on genuine moments, play and everyday life.",
"keywords": [
"Natural",
"Authentic",
"Warm",
"Scandinavian",
"Minimal",
"Everyday life",
"Soft light"
],
"rules": [
{
"id": "imagery-rule-1",
"type": "do",
"text": "Show children playing outdoors in natural light.",
"asset": {
"fileId": 90401,
"name": "beach-play.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90401/view",
"cdnUrl": "https://cdn.example.com/cdn/0f953064370f/beach-play.jpg",
"width": 600,
"height": 400
}
},
{
"id": "imagery-rule-2",
"type": "dont",
"text": "No posed studio shots with bright, saturated backdrops.",
"asset": {
"fileId": 90411,
"name": "studio-pink.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90411/view",
"cdnUrl": "https://cdn.example.com/cdn/bda39190426d/studio-pink.jpg",
"width": 600,
"height": 400
}
},
{
"id": "imagery-rule-3",
"type": "dont",
"text": "No black-and-white photography.",
"asset": {
"fileId": 90412,
"name": "bw-portrait.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90412/view",
"cdnUrl": "https://cdn.example.com/cdn/4f07c5e68474/bw-portrait.jpg",
"width": 600,
"height": 400
}
}
],
"goodExamples": [
{
"note": "Real play, natural light.",
"asset": {
"fileId": 90401,
"name": "beach-play.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90401/view",
"cdnUrl": "https://cdn.example.com/cdn/0f953064370f/beach-play.jpg",
"width": 600,
"height": 400
}
},
{
"note": "Siblings, calm colours.",
"asset": {
"fileId": 90402,
"name": "siblings.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90402/view",
"cdnUrl": "https://cdn.example.com/cdn/b11f43b602e1/siblings.jpg",
"width": 600,
"height": 400
}
},
{
"note": "Product in an everyday setting.",
"asset": {
"fileId": 90403,
"name": "knit-detail.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90403/view",
"cdnUrl": "https://cdn.example.com/cdn/e38bcb4369f9/knit-detail.jpg",
"width": 600,
"height": 400
}
}
],
"avoidExamples": [
{
"note": "Saturated studio backdrop.",
"asset": {
"fileId": 90411,
"name": "studio-pink.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90411/view",
"cdnUrl": "https://cdn.example.com/cdn/bda39190426d/studio-pink.jpg",
"width": 600,
"height": 400
}
},
{
"note": "Black and white.",
"asset": {
"fileId": 90412,
"name": "bw-portrait.jpg",
"extension": "jpg",
"previewUrl": "/resource/filethumbnail/90412/view",
"cdnUrl": "https://cdn.example.com/cdn/4f07c5e68474/bw-portrait.jpg",
"width": 600,
"height": 400
}
}
]
},
"customSections": [
{
"id": "page-patterns",
"name": "Patterns",
"icon": "fa-water",
"summary": "Two background patterns taken from our knitwear. Use them behind text-free areas such as packaging, hang tags and web banners.",
"items": [
{
"id": "pattern-knit",
"name": "Knit stitch",
"role": "Primary pattern",
"description": "The everyday pattern. Use on Cloud, at the shown opacity.",
"specs": [
{
"id": "spec-knit-repeat",
"label": "Repeat",
"value": "160 × 120 px"
},
{
"id": "spec-knit-opacity",
"label": "Opacity",
"value": "55 %"
}
],
"asset": {
"fileId": 90401,
"name": "pattern-knit.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90401/view",
"cdnUrl": "https://cdn.example.com/cdn/0f953064370f/pattern-knit.svg",
"width": 160,
"height": 120
}
},
{
"id": "pattern-check",
"name": "Blanket check",
"role": "Seasonal pattern",
"description": "For the autumn and winter collections only.",
"specs": [],
"asset": {
"fileId": 90402,
"name": "pattern-check.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90402/view",
"cdnUrl": "https://cdn.example.com/cdn/b11f43b602e1/pattern-check.svg",
"width": 160,
"height": 120
}
}
],
"rules": [
{
"id": "pattern-rule-1",
"type": "do",
"text": "Let the pattern run off the edges.",
"asset": null
},
{
"id": "pattern-rule-2",
"type": "dont",
"text": "Do not place text or the logo directly on a pattern.",
"asset": null
}
]
},
{
"id": "page-social-media",
"name": "Social media",
"icon": "fa-share-nodes",
"summary": "How Hearth & Wool shows up on social platforms. Posts follow the tone of voice; these are the formats and habits per platform.",
"items": [
{
"id": "some-instagram",
"name": "Instagram",
"role": "Main channel",
"description": "Everyday life in our clothes: real families, natural light, no studio shots. Stories for behind the scenes at the knitting mill.",
"specs": [
{
"id": "spec-ig-profile",
"label": "Profile picture",
"value": "320 × 320 px, H monogram on Cloud"
},
{
"id": "spec-ig-post",
"label": "Feed post",
"value": "1080 × 1350 px (4:5)"
},
{
"id": "spec-ig-story",
"label": "Story",
"value": "1080 × 1920 px"
},
{
"id": "spec-ig-hashtags",
"label": "Hashtags",
"value": "At most 3, always #hearthandwool"
}
],
"asset": null
},
{
"id": "some-linkedin",
"name": "LinkedIn",
"role": "Corporate",
"description": "Craft, sustainability and the people behind the brand. Written for partners and future colleagues rather than parents.",
"specs": [
{
"id": "spec-li-profile",
"label": "Profile picture",
"value": "400 × 400 px, H monogram on Forest"
},
{
"id": "spec-li-banner",
"label": "Banner",
"value": "1584 × 396 px, Knit stitch pattern"
},
{
"id": "spec-li-post",
"label": "Post image",
"value": "1200 × 627 px"
}
],
"asset": null
}
],
"rules": [
{
"id": "some-rule-1",
"type": "do",
"text": "Reply to comments within one working day.",
"asset": null
},
{
"id": "some-rule-2",
"type": "dont",
"text": "Do not use stock photos or filters that change our colours.",
"asset": null
}
]
},
{
"id": "page-business-cards",
"name": "Business cards",
"icon": "fa-id-card",
"summary": "Printed on uncoated stock so the card feels like our fabrics. Order through the print portal; never print locally.",
"items": [
{
"id": "card-front",
"name": "Front",
"role": "Name side",
"description": "Monogram top left, name in capitals with letter spacing, title and email below.",
"specs": [
{
"id": "spec-card-size",
"label": "Size",
"value": "85 × 55 mm"
},
{
"id": "spec-card-paper",
"label": "Paper",
"value": "350 g uncoated, natural white"
},
{
"id": "spec-card-bleed",
"label": "Bleed",
"value": "3 mm"
}
],
"asset": {
"fileId": 90403,
"name": "business-card-front.svg",
"extension": "svg",
"previewUrl": "/resource/filethumbnail/90403/view",
"cdnUrl": "https://cdn.example.com/cdn/e38bcb4369f9/business-card-front.svg",
"width": 170,
"height": 110
}
},
{
"id": "card-back",
"name": "Back",
"role": "Pattern side",
"description": "Knit stitch pattern full bleed on Cloud, nothing else.",
"specs": [
{
"id": "spec-card-back-colour",
"label": "Colour",
"value": "Cloud with the pattern at 55 % opacity"
}
],
"asset": null
}
],
"rules": [
{
"id": "card-rule-1",
"type": "dont",
"text": "Do not add a second logo, QR code or social handles to the card.",
"asset": null
}
]
}
]
},
"rules": [
{
"id": "rule-1",
"type": "do",
"category": "Photography",
"title": "Show real moments",
"description": "Use photography of children actually playing, not posing."
},
{
"id": "rule-3",
"type": "rule",
"category": "Legal",
"title": "Material claims need a certificate",
"description": "Only call a product organic if it carries a valid GOTS certificate."
}
],
"ai_instructions": {
"systemGuidance": "Never invent product claims, prices or certifications.",
"uncertainty": "ask",
"uncertaintyNote": "If information is missing, ask instead of assuming.",
"assetSelection": "Use only approved assets from this brand context. Never alter, recolour or recreate the logo.",
"isBrandIsolated": true,
"brandIsolationNote": "Never mix information from other brands.",
"sourceReference": "when_requested"
},
"markdown": "# Hearth & Wool brand guidelines\n\nBrand ID: 101. Schema 1.0.0, last updated 2026-09-28T09:14:00+02:00.\nEverything below applies to this brand only. Do not mix it with information about other brands.\n\n## Brand\n\nScandinavian children's clothing focused on quality, comfort and timeless design. We believe in a simpler, kinder and more playful everyday life for children and their families.\n\n- Industry: Fashion & Apparel\n- Geographic focus: Global\n- Default language: en-GB\n- Cover image: Kontainer file 90011 (hearth-cover.jpg, https://cdn.example.com/cdn/6ad677efeef8/hearth-cover.jpg)\n\n### Vision\n\nA world where children's clothes are made to be passed on, not thrown away.\n\n### Mission\n\nDesign and make durable, natural children's clothing and help families hand it on.\n\n### Purpose\n\nMake children's clothing that lasts long enough to be handed down, so families buy less and play more.\n\n### Positioning\n\nFor parents who want quality over quantity, Hearth & Wool is the Scandinavian children's brand that combines natural materials with timeless design, unlike fast-fashion brands that follow trends season to season.\n\n### Values\n\n- **Quality**: Every garment should survive more than one child.\n- **Scandinavian design**: Simple shapes, muted colours, nothing added for its own sake.\n- **Playfulness**: Clothes are made for climbing, rolling and puddles.\n- **Sustainability**: Natural fibres, certified production and repairable construction.\n- **Kindness**: Towards children, parents, makers and the planet.\n\n### Key messages\n\n- **Made to last**: Designed to be worn, loved and handed down.\n- **Natural materials**: Soft organic cotton and merino wool that children are comfortable in all day.\n\n### Audiences\n\n**Parents of 0–8 year olds**: Parents looking for high-quality, stylish and comfortable clothing for their children, with a focus on sustainability and long-lasting design.\n- Needs: Durable clothes, Easy care, Timeless style that can be handed down\n\n**Gift buyers**: Grandparents and friends buying a present for a newborn or a birthday.\n- Needs: Gift-ready packaging, Clear size guidance\n\n## Tone of voice\n\nWe communicate warmly and confidently, with a positive and inspiring tone. Our language is simple, human and approachable, without being overly promotional.\n\n- Formality: 2 of 5 (casual)\n- Sentence style: Short to medium sentences, active voice, one idea per sentence.\n\n### Traits\n\n**warm**: We sound like a friendly parent, not a shop.\n- Do: Speak directly to the reader and their child.\n- Avoid: Cold, transactional phrasing.\n\n**calm**: We never rush or pressure the reader.\n- Do: Use short, unhurried sentences.\n- Avoid: Urgency, countdowns and exclamation marks.\n\n**confident**: We know our craft and say so plainly.\n- Do: State facts about materials and construction.\n- Avoid: Hedging or superlatives.\n\n**playful**: A light touch that reflects childhood.\n- Do: Use gentle imagery of play and adventure.\n- Avoid: Jokes at anyone's expense, slang.\n\n### Sounds like us\n\n- \"Made for little adventures. Timeless styles for everyday play.\" (Calm, warm and focused on the child's life.)\n- \"Soft merino that keeps them warm from the first frost to the last.\" (Concrete material benefit, no exaggeration.)\n- \"Soft organic cotton for everyday play.\" (Leads with the material and the benefit.)\n- \"Kidswear made to be handed down.\" (Quality and longevity said plainly, without hype.)\n\n### Doesn't sound like us\n\n- \"Hurry! Amazing deals on our new collection!!!\" (Urgency, hype and exclamation marks.)\n- \"The ultimate must-have outfit for trendy kids.\" (Trend-driven and superlative; we are timeless, not trendy.)\n- \"Revolutionary kidswear that changes everything.\" (Hype and an unprovable claim.)\n\n## Writing rules\n\n### Preferred terms\n\n- children: Preferred over \"kids\" in product copy.\n- hand down: Our way of talking about durability.\n\n### Terms to avoid\n\n- cheap → write \"good value\" (Undermines our quality positioning.)\n- trendy → write \"timeless\" (We do not follow trends.)\n\n### Forbidden terms\n\n- eco-friendly (Unsubstantiated environmental claim.)\n\n### Naming\n\n- Always write the brand as \"Hearth & Wool\" with an ampersand. Never \"Hearth and Wool\" or \"H&W\". Example: Hearth & Wool.\n- Collection names are written in title case and never inflected. Example: the Autumn Field collection.\n\n### Formatting\n\n- Sentence case for headings. Example: Made for little adventures.\n- No exclamation marks in headlines.\n- Write sizes as age ranges: \"2–3 years\", never \"2T\". Example: 2–3 years.\n- Prices and discounts never lead a headline.\n\n### Prohibited claims\n\n- Never claim a product is 100% sustainable or climate neutral.\n- Never claim garments are indestructible or will never wear out.\n\n## Colors\n\n### Warm Sand\n- Role: primary\n- HEX: #D9C3B4\n- RGB: 217, 195, 180\n- CMYK: 0, 10, 17, 15\n- Pantone: 7527 C\n- Description: Our main brand colour.\n- Use: Backgrounds, large areas and calm expressions.\n- Avoid: Small text; contrast against white is too low.\n- Design token: color.brand.primary, --color-brand-primary\n\n### Forest\n- Role: secondary\n- HEX: #39483F\n- RGB: 57, 72, 63\n- CMYK: 21, 0, 13, 72\n- Pantone: 5605 C\n- Description: Deep green that grounds the palette.\n- Use: Text, buttons and highlights.\n- Avoid: Large background areas in print.\n- Design token: color.brand.secondary, --color-brand-secondary\n\n### Cloud\n- Role: surface\n- HEX: #F7F5F2\n- RGB: 247, 245, 242\n- CMYK: 0, 1, 2, 3\n- Description: Soft off-white.\n- Use: Backgrounds and neutral areas.\n- Design token: color.brand.surface, --color-brand-surface\n\n### Sage\n- Role: accent\n- HEX: #A7B29F\n- RGB: 167, 178, 159\n- CMYK: 6, 0, 11, 30\n- Pantone: 5777 C\n- Description: Muted green accent.\n- Use: Highlights and graphical elements.\n- Avoid: Text of any size.\n\n## Typography\n\nUse the display serif sparingly for headlines and key statements; everything else is set in the sans-serif.\n\n### Fraunces\n- Role: primary\n- Source: Google Fonts\n- Stylesheet URL: https://fonts.googleapis.com/css2?family=Fraunces:wght@400;600&display=swap\n- Fallback: Georgia, serif\n- Styles: Regular (400), SemiBold (600)\n- Description: A soft, warm serif with a friendly and contemporary expression.\n- Use: Headlines, large titles and key statements. Keep a clear and simple layout.\n- Avoid: Body copy and long paragraphs.\n- Design token: font.brand.primary, --font-brand-primary\n\n### Inter\n- Role: secondary\n- Source: Google Fonts\n- Stylesheet URL: https://fonts.googleapis.com/css2?family=Inter:ital,wght@0,400;0,500;0,700;1,400&display=swap\n- Fallback: Helvetica, Arial, sans-serif\n- Styles: Regular (400), Italic (400 italic), Medium (500), Bold (700)\n- Description: A neutral sans-serif built for screens.\n- Use: Body text, captions and UI.\n- Avoid: Body copy in all caps.\n- Design token: font.brand.secondary, --font-brand-secondary\n\n### Hearth Script\n- Role: display\n- Source: Self-hosted\n- Fallback: cursive\n- Styles: Regular (400)\n- Description: Custom hand-drawn script commissioned for the brand.\n- Use: Only for campaign titles of three words or fewer.\n- Avoid: Body text, UI and anything longer than three words.\n- Font files: HearthScript-Regular.woff2, HearthScript-Regular.otf\n\n## Logos\n\n### Primary logo\n- Role: primary\n- For backgrounds: light\n- Description: Wordmark for use on light backgrounds.\n- Minimum size (digital): 24 px height\n- Minimum size (print): 8 mm height\n- Clear space: 0.5 × the logo height. Keep free space of half the wordmark height on all sides.\n- Approved background colors: Cloud, Warm Sand\n- Asset: Kontainer file 90201 (hearth-wordmark-dark.svg, https://cdn.example.com/cdn/1a61f549a3f7/hearth-wordmark-dark.svg)\n\nDO:\n- Place on Cloud or Warm Sand backgrounds.\n\nDON'T:\n- Do not stretch, rotate or recolour the logo.\n- Do not place on busy photographs without a backdrop.\n\n### Primary logo, inverted\n- Role: primary\n- For backgrounds: dark\n- Description: Wordmark for use on dark backgrounds.\n- Minimum size (digital): 24 px height\n- Clear space: 0.5 × the logo height. Same as the primary logo.\n- Approved background colors: Forest\n- Asset: Kontainer file 90202 (hearth-wordmark-light.svg, https://cdn.example.com/cdn/37d980e2233f/hearth-wordmark-light.svg)\n\nDO:\n- Use only on Forest or dark photography.\n\n### Icon\n- Role: icon\n- For backgrounds: any\n- Description: Monogram for avatars and favicons.\n- Minimum size (digital): 16 px width\n- Clear space: 4 px. Fixed padding; the icon is only used at small sizes.\n- Asset: Kontainer file 90203 (hearth-monogram.svg, https://cdn.example.com/cdn/ca8edbb9ec67/hearth-monogram.svg)\n\n### Horizontal logo\n- Role: horizontal\n- For backgrounds: light\n- Description: The H monogram beside the wordmark, for wide placements such as headers and signage.\n- Minimum size (digital): 160 px width\n- Minimum size (print): 40 mm width\n- Clear space: 1 × the width of the clear space element. Keep the width of the H monogram free on all sides.\n- Clear space element: H monogram, Kontainer file 90205 (hearth-monogram-h.svg, https://cdn.example.com/cdn/8e39164e19ed/hearth-monogram-h.svg), 0.6 × the logo height\n- Approved background colors: Cloud\n- Asset: Kontainer file 90204 (hearth-horizontal.svg, https://cdn.example.com/cdn/1b24916bb3e2/hearth-horizontal.svg)\n\nDON'T:\n- Do not separate the monogram from the wordmark.\n\n## Icons\n\nOutline icons with rounded ends and a consistent 1.5 px stroke. Use filled versions only for active states, such as a saved favourite, and duotone icons only in campaign material.\n\nDO:\n- Use Forest for icons on light backgrounds.\n\nDON'T:\n- Do not mix outline and filled icons.\n\n- **Machine washable** (Care, outline): The garment can be machine washed at 30 °C. Keywords: wash, care, laundry. Kontainer file 90301 (icon-washing.svg, https://cdn.example.com/cdn/0f36ef4c6e04/icon-washing.svg).\n- **Organic cotton** (Materials, outline): Made from certified organic cotton. Keywords: organic, cotton, material. Kontainer file 90302 (icon-organic.svg, https://cdn.example.com/cdn/7f5bb6b0e8fb/icon-organic.svg).\n- **Tumble dry low** (Care, outline): Can be tumble dried on a low heat setting. Keywords: dry, tumble, care. Kontainer file 90303 (icon-tumble-dry-low.svg, https://cdn.example.com/cdn/fe385d1c58d8/icon-tumble-dry-low.svg).\n- **Do not tumble dry** (Care, outline): Dry flat or on a line, never in a tumble dryer. Keywords: dry, no dryer, care. Kontainer file 90304 (icon-do-not-tumble-dry.svg, https://cdn.example.com/cdn/cb7378cfc936/icon-do-not-tumble-dry.svg).\n- **Iron on low heat** (Care, outline): Iron at a low temperature, up to 110 °C. Keywords: iron, heat, care. Kontainer file 90305 (icon-iron-low.svg, https://cdn.example.com/cdn/5e3a48d514a6/icon-iron-low.svg).\n- **Do not bleach** (Care, outline): Never use bleach on this garment. Keywords: bleach, chlorine, care. Kontainer file 90306 (icon-do-not-bleach.svg, https://cdn.example.com/cdn/e63167dab9ee/icon-do-not-bleach.svg).\n- **Hand wash** (Care, outline): Wash by hand in lukewarm water. Keywords: wash, hand, care. Kontainer file 90307 (icon-hand-wash.svg, https://cdn.example.com/cdn/c84c6d489896/icon-hand-wash.svg).\n- **Dry flat** (Care, outline): Lay flat to dry so the knit keeps its shape. Keywords: dry, flat, knit, care. Kontainer file 90308 (icon-dry-flat.svg, https://cdn.example.com/cdn/4d71ca355a7c/icon-dry-flat.svg).\n- **Merino wool** (Materials, outline): Made from soft, mulesing-free merino wool. Keywords: wool, merino, warm. Kontainer file 90309 (icon-wool.svg, https://cdn.example.com/cdn/f9175a101ef2/icon-wool.svg).\n- **Recycled fibres** (Materials, outline): Contains recycled fibres from post-consumer textiles. Keywords: recycled, circular, material. Kontainer file 90310 (icon-recycled.svg, https://cdn.example.com/cdn/b80c4664e64e/icon-recycled.svg).\n- **Linen** (Materials, outline): Breathable linen for warm days. Keywords: linen, flax, summer. Kontainer file 90311 (icon-linen.svg, https://cdn.example.com/cdn/9ccaf9be3a8e/icon-linen.svg).\n- **Bamboo viscose** (Materials, outline): Soft, breathable fabric made from bamboo viscose. Keywords: bamboo, viscose, soft. Kontainer file 90312 (icon-bamboo.svg, https://cdn.example.com/cdn/a0e86d491ded/icon-bamboo.svg).\n- **GOTS certified** (Materials, outline): Certified to the Global Organic Textile Standard. Keywords: certified, organic, gots. Kontainer file 90313 (icon-gots.svg, https://cdn.example.com/cdn/5c1a878f8065/icon-gots.svg).\n- **OEKO-TEX certified** (Materials, outline): Tested for harmful substances to OEKO-TEX Standard 100. Keywords: certified, safe, tested. Kontainer file 90314 (icon-oeko-tex.svg, https://cdn.example.com/cdn/1648a45954f4/icon-oeko-tex.svg).\n- **True to size** (Sizing, outline): Choose the size you normally wear. Keywords: size, fit, measure. Kontainer file 90315 (icon-true-to-size.svg, https://cdn.example.com/cdn/08d8962e742b/icon-true-to-size.svg).\n- **Grows with your child** (Sizing, outline): Adjustable cuffs and waist add an extra size of wear. Keywords: adjustable, grow, extend. Kontainer file 90316 (icon-grows-with-child.svg, https://cdn.example.com/cdn/b99d7a559a82/icon-grows-with-child.svg).\n- **Roomy fit** (Sizing, outline): Cut with extra room for layering and play. Keywords: fit, loose, layering. Kontainer file 90317 (icon-roomy-fit.svg, https://cdn.example.com/cdn/f70615135703/icon-roomy-fit.svg).\n- **Size guide** (Sizing, outline): See measurements for each size before you order. Keywords: size, guide, chart. Kontainer file 90318 (icon-size-guide.svg, https://cdn.example.com/cdn/62333012eb08/icon-size-guide.svg).\n- **Free delivery** (Delivery, outline): Free delivery on orders over 500 DKK. Keywords: delivery, shipping, free. Kontainer file 90319 (icon-free-delivery.svg, https://cdn.example.com/cdn/a854b8bfab77/icon-free-delivery.svg).\n- **Free returns** (Delivery, outline): Return within 60 days at no cost. Keywords: returns, refund, free. Kontainer file 90320 (icon-free-returns.svg, https://cdn.example.com/cdn/f5a6cb2dae68/icon-free-returns.svg).\n- **Click and collect** (Delivery, outline): Order online and pick up in store. Keywords: store, pickup, collect. Kontainer file 90321 (icon-click-collect.svg, https://cdn.example.com/cdn/d0a1953a5ecb/icon-click-collect.svg).\n- **Gift wrapping** (Delivery, outline): Wrapped in recycled paper with a handwritten card. Keywords: gift, wrap, present. Kontainer file 90322 (icon-gift-wrap.svg, https://cdn.example.com/cdn/f7506ec0df14/icon-gift-wrap.svg).\n- **Carbon neutral shipping** (Delivery, outline): Shipping emissions are offset through verified projects. Keywords: carbon, climate, shipping. Kontainer file 90323 (icon-carbon-neutral.svg, https://cdn.example.com/cdn/485334c19399/icon-carbon-neutral.svg).\n- **Nickel-free buttons** (Features, outline): All buttons and poppers are nickel-free. Keywords: buttons, poppers, skin. Kontainer file 90324 (icon-nickel-free.svg, https://cdn.example.com/cdn/ce2726e5c0eb/icon-nickel-free.svg).\n- **Reflective details** (Features, outline): Reflective trims for visibility on dark mornings. Keywords: reflective, safety, visible. Kontainer file 90325 (icon-reflective.svg, https://cdn.example.com/cdn/9370c8039bc6/icon-reflective.svg).\n- **Water repellent** (Features, outline): Treated to shed light rain, free from PFAS. Keywords: rain, water, outdoor. Kontainer file 90326 (icon-water-repellent.svg, https://cdn.example.com/cdn/4c3fab119bd0/icon-water-repellent.svg).\n- **Easy on and off** (Features, outline): Wide neck and poppers for quick changes. Keywords: dressing, poppers, quick. Kontainer file 90327 (icon-easy-on.svg, https://cdn.example.com/cdn/8803e3fa7b38/icon-easy-on.svg).\n- **Soft seams** (Features, outline): Flat seams that do not rub sensitive skin. Keywords: seams, comfort, skin. Kontainer file 90328 (icon-soft-seams.svg, https://cdn.example.com/cdn/30172e2ae520/icon-soft-seams.svg).\n- **Tag-free** (Features, outline): Printed labels instead of scratchy tags. Keywords: label, tag, comfort. Kontainer file 90329 (icon-tag-free.svg, https://cdn.example.com/cdn/637430d0410c/icon-tag-free.svg).\n- **Name label** (Features, outline): A blank label inside for writing your child’s name. Keywords: label, name, kindergarten. Kontainer file 90330 (icon-name-label.svg, https://cdn.example.com/cdn/ee69dc4311b4/icon-name-label.svg).\n- **Deep pockets** (Features, outline): Pockets deep enough for treasures found on the way. Keywords: pockets, storage, play. Kontainer file 90331 (icon-pockets.svg, https://cdn.example.com/cdn/b663a7c6969c/icon-pockets.svg).\n- **Reinforced knees** (Features, outline): Extra fabric at the knees for crawling and climbing. Keywords: durable, knees, play. Kontainer file 90332 (icon-knee-reinforced.svg, https://cdn.example.com/cdn/bc65af9f1eaa/icon-knee-reinforced.svg).\n- **Favourite** (Interface, outline): Save the product to your favourites. Keywords: favourite, wishlist, save. Kontainer file 90333 (icon-favourite.svg, https://cdn.example.com/cdn/bc2b1b1224b0/icon-favourite.svg).\n- **Favourite, filled** (Interface, filled): The product is saved in your favourites. Only for the active state. Keywords: favourite, saved, active. Kontainer file 90334 (icon-favourite-filled.svg, https://cdn.example.com/cdn/3eb88a4da6d6/icon-favourite-filled.svg).\n- **Campaign gift** (Campaign, duotone): Gift with purchase in seasonal campaigns. Keywords: gift, campaign, christmas. Kontainer file 90335 (icon-campaign-gift.svg, https://cdn.example.com/cdn/8c224de960db/icon-campaign-gift.svg).\n\n## Imagery\n\nNatural and authentic photography of children in real life situations. Soft, natural light and calm, muted colours. Focus on genuine moments, play and everyday life.\n\n- Keywords: Natural, Authentic, Warm, Scandinavian, Minimal, Everyday life, Soft light\n\nDO:\n- Show children playing outdoors in natural light. Example image: Kontainer file 90401 (beach-play.jpg, https://cdn.example.com/cdn/0f953064370f/beach-play.jpg).\n\nDON'T:\n- No posed studio shots with bright, saturated backdrops. Example image: Kontainer file 90411 (studio-pink.jpg, https://cdn.example.com/cdn/bda39190426d/studio-pink.jpg).\n- No black-and-white photography. Example image: Kontainer file 90412 (bw-portrait.jpg, https://cdn.example.com/cdn/4f07c5e68474/bw-portrait.jpg).\n\n### Good examples\n\n- Kontainer file 90401 (beach-play.jpg, https://cdn.example.com/cdn/0f953064370f/beach-play.jpg): Real play, natural light.\n- Kontainer file 90402 (siblings.jpg, https://cdn.example.com/cdn/b11f43b602e1/siblings.jpg): Siblings, calm colours.\n- Kontainer file 90403 (knit-detail.jpg, https://cdn.example.com/cdn/e38bcb4369f9/knit-detail.jpg): Product in an everyday setting.\n\n### Examples to avoid\n\n- Kontainer file 90411 (studio-pink.jpg, https://cdn.example.com/cdn/bda39190426d/studio-pink.jpg): Saturated studio backdrop.\n- Kontainer file 90412 (bw-portrait.jpg, https://cdn.example.com/cdn/4f07c5e68474/bw-portrait.jpg): Black and white.\n\n## Patterns\n\nTwo background patterns taken from our knitwear. Use them behind text-free areas such as packaging, hang tags and web banners.\n\nDO:\n- Let the pattern run off the edges.\n\nDON'T:\n- Do not place text or the logo directly on a pattern.\n\n### Knit stitch\n- Role: Primary pattern\n- Description: The everyday pattern. Use on Cloud, at the shown opacity.\n- Repeat: 160 × 120 px\n- Opacity: 55 %\n- Asset: Kontainer file 90401 (pattern-knit.svg, https://cdn.example.com/cdn/0f953064370f/pattern-knit.svg)\n\n### Blanket check\n- Role: Seasonal pattern\n- Description: For the autumn and winter collections only.\n- Asset: Kontainer file 90402 (pattern-check.svg, https://cdn.example.com/cdn/b11f43b602e1/pattern-check.svg)\n\n## Social media\n\nHow Hearth & Wool shows up on social platforms. Posts follow the tone of voice; these are the formats and habits per platform.\n\nDO:\n- Reply to comments within one working day.\n\nDON'T:\n- Do not use stock photos or filters that change our colours.\n\n### Instagram\n- Role: Main channel\n- Description: Everyday life in our clothes: real families, natural light, no studio shots. Stories for behind the scenes at the knitting mill.\n- Profile picture: 320 × 320 px, H monogram on Cloud\n- Feed post: 1080 × 1350 px (4:5)\n- Story: 1080 × 1920 px\n- Hashtags: At most 3, always #hearthandwool\n\n### LinkedIn\n- Role: Corporate\n- Description: Craft, sustainability and the people behind the brand. Written for partners and future colleagues rather than parents.\n- Profile picture: 400 × 400 px, H monogram on Forest\n- Banner: 1584 × 396 px, Knit stitch pattern\n- Post image: 1200 × 627 px\n\n## Business cards\n\nPrinted on uncoated stock so the card feels like our fabrics. Order through the print portal; never print locally.\n\nDON'T:\n- Do not add a second logo, QR code or social handles to the card.\n\n### Front\n- Role: Name side\n- Description: Monogram top left, name in capitals with letter spacing, title and email below.\n- Size: 85 × 55 mm\n- Paper: 350 g uncoated, natural white\n- Bleed: 3 mm\n- Asset: Kontainer file 90403 (business-card-front.svg, https://cdn.example.com/cdn/e38bcb4369f9/business-card-front.svg)\n\n### Back\n- Role: Pattern side\n- Description: Knit stitch pattern full bleed on Cloud, nothing else.\n- Colour: Cloud with the pattern at 55 % opacity\n\n## Brand rules\n\n- **DO (Photography): Show real moments.** Use photography of children actually playing, not posing.\n- **RULE (Legal): Material claims need a certificate.** Only call a product organic if it carries a valid GOTS certificate.\n\n## AI instructions\n\nNever invent product claims, prices or certifications.\n\n- When the guidelines are incomplete or conflict: Ask before going on. If information is missing, ask instead of assuming.\n- Choosing assets: Use only approved assets from this brand context. Never alter, recolour or recreate the logo.\n- Other brands: Use only this brand guide. Never use information about another brand. Never mix information from other brands.\n- Sources: Cite the brand rules and assets used when asked to.\n"
},
"links": {
"self": "/jsonapi/v2/brand-guides/12"
}
}
}Changes
No recorded changes to this operation across all 1 revision of this API.