21 · Crumb
A complete Crumb brand kit, composed by Kitmint for the fictional brand Crumb — every asset below comes from one brief. Read-only; start your own to refine any part.
brand kit · essential set
Crumb /
The generative core: brief, logo family, palette, typography. Click any filled asset to see all versions.
⚠️ AI-generated — review and refine before shipping. The marks are extracted to SVG/PNG by an AI pipeline, so small imperfections (a stray tone, a slightly-off path, an occasional mis-cropped detail) are possible. Anything off is editable, or just ask the agent to re-generate it.
Strategy
“Keep your starter bubbly.”
A cozy mobile app that helps home bakers keep their sourdough starter alive with feeding reminders, bake logs, and a friendly baking community.
- Industry
- Consumer mobile app / home baking
- Audience
- Home bakers and sourdough beginners who want gentle reminders, better bake notes, and a warm community around their starter.
- Mission
- Make sourdough care feel simple, forgiving, and joyful so bakers can keep their starters alive and build confidence bake by bake.
- Motif
- A cheerful living sourdough starter: a soft cream-colored bubbly blob with a happy face peeking out of a glass mason jar, dusted with flour.
Art direction
hand-drawn · mascot mark · warm/muted/light
Imagery & illustration: hand-drawn style.
References: cozy artisan bakery packaging, kraft paper labels, golden sourdough crust, jammy berry preserves
Warm hand-drawn mobile app brand with a cheerful bubbly sourdough starter mascot in a glass mason jar. Use soft cream, golden crust, kraft paper, flour dust, and a jammy berry-red accent. Charming, tactile, friendly, and cozy rather than polished tech.
Cohesion4/4
Does the identity read as one system? A structural check across voice, art direction, and the mark set.
- met:
Unified personality
one personality drives both voice and visuals
- met:
Art direction set
medium + mark type fixed for the whole brand
- met:
Complete mark system
5/5 logo marks extracted from one brief
- met:
Mascot integrated
mascot shares the brief with the marks
00
the locked source every asset comes fromLocked brief
The single 16:9 composed source image. Every logo, color, and typeface below is extracted from it — change the brief and the whole kit follows.
1536×1024
.png
versions
brief/brief01
5 marks · SVG master + PNG rasterLogo family
bg
mark
1024²
.svg + .png
versions
logos/primary
1024²
.svg + .png
versions
logos/secondary
1024²
.svg + .png
versions
logos/letter-mark
1024²
composed.png
options
logos/app-icon
2048×512
.svg
versions
logos/wordmark◧
every size a browser or OS asks for — and what each is forFavicons & app icons
Browser tab
A simplified mark that stays clear in a tiny browser tab. Ask Kitmint to extract the favicon for a purpose-built one.
Crumb×
App & home screencomposed
The app-icon tile, sized for iOS, Android & PWA installs.
the maskable icon keeps a safe zone, so any mask (circle/squircle) can’t clip the mark
★
the identity applied — product UI + social cardBrand in use
crumb.com
CrumbProductPricingGet started
Keep your starter bubbly.
The identity applied to a product surface — mark, type, and palette working as one system.
Primary actionSecondary
1200 × 630
social/og-image.png↓ PNGsocial/, on a light and a dark card.02
full-color illustration · transparent PNGMascot
03
6 rolesColor palette
#C96D19Crumb Orange
#A91F3BBerry Red
#E89B2DGolden Crust
#F8D9A4Cream
#5A341FDark Brown
#E4CBA9Warm Beige
These colors are easy to read.
“Contrast” is how clearly text stands out from the color behind it. When it’s too low, text gets hard to read — especially for people with weaker eyesight or on a bright screen. Every text-and-background combination here has plenty of it.
Contrast auditall pass WCAG 2.1 AA
- text on surfaceAAA7.94:1
- text on neutralAA4.71:1
- black on primary✓ use this5.68:1
- white on primaryalternate3.69:1
| Pairing | Ratio | Result | Suggested fix |
|---|---|---|---|
| text on surface | 7.94:1 | AAA | — |
| text on neutral | 4.71:1 | AA | — |
| black on primary | 5.68:1 | ✓ use this | — |
| white on primary | 3.69:1 | alternate | — |
This kit targets WCAG 2.1 AA: every key text/background pairing above is validated and any failure is flagged with a suggested fix. Floor 4.5:1 normal text, 3:1 large. Color is never the only signal.
04
heading + bodyTypography
heading
Recoleta
custom / self-hosted
body
DM Sans
Google Fonts
pairing in use
Crumb — Keep your starter bubbly.
Body copy set in DM Sans. Tuned for legibility at length — the quick brown fox jumps over the lazy dog. 0123456789.
Warm, soft serif that echoes the cozy bakery wordmark. · Clean, friendly app/UI typeface with an approachable feel.
05
your palette applied — light & darkTheme
your palette as a light & dark UI theme
Aa — headline
Body copy on the light surface. Muted secondary text.
PrimaryAccentNeutral
Aa — headline
Body copy on the dark surface. Muted secondary text.
PrimaryAccentNeutral
The dark set is derived from your palette and ships ready to use in the kit. For developers: color.dark.* in tokens.json, and @media (prefers-color-scheme: dark) in globals.css.
07
Voice Guide · bundled into the kit zipVoice
Personality
Funny
Serious
The living starter mascot invites light humor, but the app still needs to be useful for real baking routines.
Formal
Casual
Crumb should feel like a friendly baking buddy, not a technical fermentation tracker.
Respectful
Irreverent
It can be playful while staying gentle and supportive toward beginners.
Enthusiastic
Matter-of-fact
Small wins like bubbles and successful feeds deserve warm celebration without hype.
Bakery-warm
Use cozy, sensory language that feels like a neighborhood bakery: warm, simple, inviting, and human.
“Time for a little flour, water, and love. Your starter’s ready for a feed.”
Playfully alive
Treat the starter like a charming kitchen companion, with light humor and personality, never cartoonish chaos.
“Your starter’s looking peckish. Let’s keep those bubbles coming.”
Gentle coach
Encourage beginners with calm guidance, plain words, and reassurance when things go off-schedule.
“Missed a feed? No panic. Give it a refresh today and watch for bubbles.”
Craft-minded, not technical
Honor the artisan side of sourdough without sounding like a lab report. Use practical baking terms only when they help.
“Log today’s rise, aroma, and mood so your next loaf has a little history behind it.”
Quietly celebratory
Celebrate small wins with warmth and delight, but avoid hype, pressure, or over-the-top cheerleading.
“Look at those bubbles. Tiny victory, big loaf energy.”
Messaging
- Audience
- Home bakers and sourdough-curious beginners who want to keep a starter healthy, remember feeding routines, learn from each bake, and feel part of a warm baking community.
- Value
- Crumb helps home bakers keep their sourdough starter bubbly with gentle feeding reminders, simple bake logs, and a friendly community cheering them on.
Pillars
Never forget a feed
Flexible reminders help bakers build a reliable starter-care rhythm without alarm fatigue or guilt.
Learn your starter’s story
Bake logs capture feeds, rise, aroma, notes, photos, and results so each loaf teaches the next one.
Beginner-friendly confidence
Crumb explains what to do next in warm, plain language, especially when a starter looks sleepy or a baker misses a day.
A cozy baking circle
Community features make sourdough feel shared: questions, encouragement, loaf photos, and tips from other home bakers.
Words we use
starterbubblyfeedrefreshriseloafcrumbdoughjarbake daylittle nudgekitchen rhythmflour, water, and timehappy starterwatch for bubblessmells tangyready to bakeyour baking notesmissed a feed? no panickeep it cozytiny victory
Words we avoid
specimenfermentation unitmandatory feeding eventcompliancefailureneglectedexpired starteroptimize biomassmicrobial activity thresholduser errorurgentcritical alertgamified productivitydominate your baking goalshack your sourdoughcrush your bakeidiot-proofperfect every time
Voice in action
- notificationWe say: Your starter’s getting peckish. Time for a quick feed?We don’t say: Reminder: Your scheduled starter feeding is due now.
- notificationWe say: Missed a feed? No panic. A fresh scoop of flour and water can get things bubbling again.We don’t say: You missed your starter feeding. Feed immediately to restore your schedule.
- onboarding-welcomeWe say: Let’s meet your starter. Tell us when it usually eats, and we’ll help keep it bubbly.We don’t say: Configure your starter profile and feeding cadence to begin tracking.
- empty-stateWe say: No loaves in the basket yet. Log your next bake and start building your starter’s story.We don’t say: No bake records found. Create a new log entry to continue.
- successWe say: Fed and tucked in. Check back later for bubbles.We don’t say: Feeding successfully recorded.
- errorWe say: We couldn’t save that bake note. Give it one more try in a moment.We don’t say: Save failed due to a network error. Please retry.
- primary-ctaWe say: Share your loaf with the tableWe don’t say: Post to community
- empty-stateWe say: How often does your starter like a snack?We don’t say: Select feeding reminder frequency.
- onboarding-welcomeWe say: A tangy smell is normal. If it smells sharp but not rotten, your starter may just be hungry.We don’t say: Acidic aroma indicates increased fermentation activity and potential feeding requirement.
| Surface | ✓ We say | ✕ We don’t |
|---|---|---|
| notification | Your starter’s getting peckish. Time for a quick feed? | Reminder: Your scheduled starter feeding is due now. |
| notification | Missed a feed? No panic. A fresh scoop of flour and water can get things bubbling again. | You missed your starter feeding. Feed immediately to restore your schedule. |
| onboarding-welcome | Let’s meet your starter. Tell us when it usually eats, and we’ll help keep it bubbly. | Configure your starter profile and feeding cadence to begin tracking. |
| empty-state | No loaves in the basket yet. Log your next bake and start building your starter’s story. | No bake records found. Create a new log entry to continue. |
| success | Fed and tucked in. Check back later for bubbles. | Feeding successfully recorded. |
| error | We couldn’t save that bake note. Give it one more try in a moment. | Save failed due to a network error. Please retry. |
| primary-cta | Share your loaf with the table | Post to community |
| empty-state | How often does your starter like a snack? | Select feeding reminder frequency. |
| onboarding-welcome | A tangy smell is normal. If it smells sharp but not rotten, your starter may just be hungry. | Acidic aroma indicates increased fermentation activity and potential feeding requirement. |
Start from this direction.
A cheerful hand-illustrated mascot with a supporting drawn wordmark, soft storybook line work with visible texture, and a warm cream-and-berry palette. Tactile and friendly — for craft food & drink, home & lifestyle, and cozy consumer apps. Start here and refine the full system around your brief.