Brand book · v1.0 · for the people building this
How every page sounds like me and looks like one thing.
This is the reference for the designers and devs working on the site with me. One typeface doing the heavy lifting. One color used in grams, not pounds. Hairlines instead of boxes. A signature punctuation mark. The voice section is the part to read twice.
i · The mark
The wordmark is a sentence.
Two words, set in Fraunces — “Edge of” upright, “Wellness” italic — closed by a single ember period. The period is the brand. Never set it any other color.
Primary · stacked
Wellness.
Inline
Monogram
Issue lockup
Edge of Wellness.
Issue No. 02 · Vol. I
On linen (rare)
Apparel · inseam
Read in the dark
Do
- · Keep the period ember, always.
- · Pair with hairline rules, not boxes.
- · Set on void or on linen.
Don’t
- · Bold the wordmark. It’s book-weight.
- · Recolor the ember period.
- · Set on stock photos.
Clearance
Minimum margin equal to the cap-height of the letter E. Doubled, when used alongside another logo.
ii · Color
Void, bone, one ember.
Two tones do the work. The third — Ember — is a punctuation mark. One italic word, one period, one rule, one button: never more than one per surface. Used like ink, not paint.
Void
Primary canvas
#050507
Smoke
Surfaces & panels
#15161D
Panel
Card backgrounds
#0F1014
Bone
Body & display
#ECEEF2
Ember
One accent only
#FF6A33
Ash
Captions & rules
#6B6F7A
Fog
Secondary type
#9094A0
Linen
Reverse (rare)
#F5F2EC
iii · Typography
One serif. One sans. One monospace.
Display · Fraunces
Aa.
Italic · 400/500 · optical sizing
Body · Inter
Aa
400 / 500 / 600
Display
Fraunces · italic · 80–160 px
Read in the dark.
Headline I
Fraunces · 500 · 56–96 px
The peptides quietly rewriting recovery.
Headline II
Fraunces · italic · 32–48 px
A long way from a rat to a hoodie.
Lede
Inter · 18–22 · 1.55
What the research actually says about BPC-157, TB-500, and the new class of repair compounds — without the hype.
Body
Inter · 16 · 1.65
Begin with a confession. Six months ago I could not have told you what BPC-157 was. I had heard the name on a podcast, mentioned with the casual confidence of a man recommending a brand of toothpaste, but the substance itself was vapor.
Kicker
JetBrains Mono · 10–11 · 0.32em
Letter · Longevity · Issue 02
Caption
JetBrains Mono · 10 · 0.28em
Plate I · A vial of synthetic gastric peptide · Zagreb, 2026
iv · Components
Built-up from a small kit.
Pull quote
“The compound is promiscuously regenerative. The marketplace around it is promiscuously credulous.”
Citation
- 1 · Sikiric, P. J Physiol Pharmacol, 2018 ↗
- 2 · Chang, C-H. J Appl Physiol, 2014 ↗
Drop cap
Begin with a confession. Six months ago I could not have told you what this peptide was.
Sidenote
§ A note on dosing — the published animal dose-equivalents translate, in a human, to between 250 µg and 500 µg twice daily, subcutaneously.
Button
Subscribe →
Hairline + masthead
v · Voice
Adult. Direct. Slightly literary. Never breathless.
Do
“Cortisol is not the enemy. Bad sleep is the enemy. Most of what you've read about cortisol is downstream of that.”
Don’t
“🔥 5 SHOCKING things your cortisol is doing right now you NEED to know”
Do
“We sat with the scientist for ninety minutes. He talked about peptides for six of them.”
Don’t
“BPC-157 is a TOTAL GAME CHANGER and here's why you need it RIGHT NOW.”
Do
“The peer-reviewed literature on its mechanisms is solid; the clinical literature on its applications in people is, generously, nascent.”
Don’t
“Studies show it WORKS. Period. End of story.”
Do
“A long way from a rat to a hoodie.”
Don’t
“Backed by SCIENCE. Trusted by ATHLETES. Used by CEOs.”
vi · Motion
Editorial restraint.
Hairlines draw in.
On hover, rules animate from center outward — 400 ms, ease-out. Never bounce.
Type doesn't jump.
No springs. No bobbing. The page settles like a magazine pressed shut.
The ember pulses, once.
Page enters with a 2-frame ember-period flash. Two frames. Not three. Never again.
End of brand book · v1.0
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