SKU · soothe
☾soothe
Daily Women's Hormones Support
Hero herbs
- Chaste Tree FruitVitex
- Bupleurum RootBupleurum
- Orange PeelCitrus
EST. 2024 · Clinical Herbal Apothecary
Brand
Book.
The way we look, sound, and stand. Five sections — pinned to a deep forest ink, warmed by cream, told in Fraunces.
00Principles
01Voice
02Color
03Type
04Icons
05Products
06Photo
07In the Wild
08Sound Bites
09Logo
⌘K
00
Principles
Four lines we don't cross.
Principle 01
Bitterness is the medicine.
We never sweeten the truth, the tincture, or the page. Honest signal beats polished noise.
Principle 02
Slow is the feature.
Hand-bottled, hand-labeled, batch-numbered. Nothing on this brand should feel mass-produced.
Principle 03
The plant is the hero.
Latin names get italics. Headlines get whitespace. Marketing copy gets out of the way.
Principle 04
Women, by women.
Every formula, photograph, and word answers to a real woman with a real cycle. No generic wellness.
01
Voice & Messaging
We speak like an herbalist. Not a marketer.
Small batch herbal medicine — formulated by women, for women.
Direct. Warm. A little mystical. We trust the plants, we trust the reader, and we never apologize for the bitterness. Every line should feel like it could be carved into the side of an amber bottle.
Tone
Direct, warm, herbal-mystic — never preachy.
Rhythm
Short sentences. Long ones when the herb earns it.
Authority
Tradition + clinical dose. Show both, hide neither.
Compliance
DSHEA-safe language. Support, not cure.
DO
Say
- Bitterness is the medicine.
- Formulated by women, for women.
- Real medicine, not candy.
- Hand-bottled in small batches in the USA.
- Sublingual delivery — felt in minutes.
DON'T
Never say
- Cures, treats, heals, or fixes (any disease).
- Hormone replacement / pharmaceutical claims.
- “Doctor-recommended” without a named source.
- Generic wellness fluff — “unlock your best self.”
- Apologetic, hedged, or weak language.
02
Color System
Five neutrals. Four accents. Nothing else.
The spine of the brand
Ink Black.
A warm, true ink — not pure black, never grey, never green. It carries every headline, border, and line of body copy. If the page feels soft or washed-out, the ink is wrong.
HEX
#0E0E0C
Token
--foreground
Alias
--ink
Use it for
- · Every headline, every weight
- · Borders, dividers, hand-drawn rules
- · Body copy on cream and bone
- · Dark sections that need to feel printed, not digital
Never
- · Substitute Moss for ink — green ≠ black
- · Use
text-blackor raw#000 - · Drop opacity below 60% on body copy
--cream
Cream
Primary background, hero plates
--bone
Bone
Secondary surfaces, cards
--foreground
Ink Black
Every headline, border, body line. The voice.
--moss
Moss
Editorial accent only — Gutsy, botanical beats
--blush
Blush
Soothe + Mama surface
--clay
Clay
Crampy surface, hot accent
--amber-bottle
Amber Bottle
Bottle hue, sunlit emphasis
--sage
Sage
Gutsy surface, calm tint
--lavender
Lavender
Sleepy surface, dusk tint
Rule — Never write raw hex in components. All color flows throughsrc/styles.csstokens.
03
Typography
Fraunces sings. Inter holds the line.
Display · Serif
Aa
Fraunces
Used for headlines, eyebrows of emotion, and italics that lean into the herbal-mystic register.
Glyph set
ABCDEFGHIJKLMNOPQRSTUVWXYZ&
abcdefghijklmnopqrstuvwxyz
Body · Sans
Aa
Inter
Body, labels, eyebrows, navigation. Always lowercase or all-caps with tight tracking for chrome.
Weights in use
Light ·
Regular ·
Medium ·
Semibold
H1 · Display
Real herbal medicine.
H2 · Section
Formulated by women.
H3 · Subhead
Small batch, hand-bottled.
Eyebrow
EST. 2024 — Clinical Apothecary
Body
Alcohol-extracted, whole-plant tinctures designed for sublingual use. Every dropper delivers the same gram-for-gram concentration shown in herbal research.
04
Iconography
Hand-drawn motifs. Never stock icons.
Starburst
Hot accents, sales, alarms
Atom Orbit
Science, clinical proof
Mod Bloom
Soft moments, Soothe, Mama
Mod Leaf
Botanical, Gutsy, sourcing
Squiggle
Dividers, hand-drawn motion
Rule — Motifs stay single-color, currentColor stroke. Never gradient, never embossed.
05
Product System
Five tinctures. One amber bottle. A surface color each.
SKU · crampy
♀crampy
Period pain support — fast acting, deeply herbal.
Hero herbs
- Cramp BarkViburnum
- Dong Quai RootAngelica
- Chinese Peony RootPaeonia
SKU · gutsy
🌿gutsy
Daily Detox & Digestion Support
Hero herbs
- Dandelion LeafTaraxacum
- Gentian RootGentiana
- Burdock RootArctium
SKU · sleepy
☽sleepy
Sleep & Nervous System Support
Hero herbs
- Lavender FlowerLavandula
- Chamomile FlowerMatricaria
- Passionflower Leaf & FlowerPassiflora
SKU · mama
♡mama
Daily Postpartum & Lactation Support
Hero herbs
- Nettle LeafUrtica
- Alfalfa LeafMedicago
- Fennel SeedFoeniculum
Bottle
Amber glass, 1 oz / 2 oz. Never clear, never frosted.
Label
Latin botanical name in Fraunces italic. Cream label on ink.
Photography
Soft daylight, linen and stone surfaces, hand-in-frame.
06
Photography
Daylight. Hands. Plants. Glass.
Mood
Hand in frame
Show the maker. Cuticles, freckles, rings.
Mood
Stone + linen
Surfaces stay matte. No glossy props.
Mood
Sunlit amber
Backlit glass at golden hour. Real shadows.
Mood
Plant + bottle
Always pair tincture with its source herb.
Mood
Soft daylight
Window light, north-facing. Never flash.
Mood
Studio still
Editorial product on cream sweep.
Do
Real hands, real grain, visible dust on the bottle.
Don't
Studio gradients, stock models, AI-perfect skin, plastic dropcloths.
07
In the Wild
The brand, applied.
Bottle label
Peace Love Hormones
Soothe.
Vitex agnus-castus · Withania somnifera
1 fl oz · 30 mlBatch 024
Social · 1:1
New moon drop
Bitter is the medicine.
@peacelovehormones
Email header
From the apothecary
A new batch of Crampy hit the shelf.
Cramp bark, ginger, and a steeper extraction. Live now — 48 bottles only.
Shop the drop →
08
Sound Bites
Drop these anywhere. They survive any crop.
- 01
Bitter. Hand-bottled. Honest.
- 02
From soil to sublingual.
- 03
Small batch. Big monograph.
- 04
Cycle-aware, evidence-led.
- 05
Tinctures that taste like they work.
- 06
Old plants. Plain English.
09
Logo & Mark
Wordmark first. Always Fraunces.
Peace Love Hormones
Wordmark · Fraunces · custom kerning
Don't
Recolor the wordmark outside the palette.
Don't
Apply drop shadows, glows, or 3D treatment.
Don't
Stretch, condense, or italicize the full lockup.