{ "$schema-version": "2.0.0", "updated": "2026-10-17", "sources": [ "growinshade.com (Shopify theme CSS)", "D:/Growinshade/Branding: 2025 print collateral (banner, workshop cards, care cards, loyalty cards, bags, ads, terrarium guide, tissue paper, merch)", "Brandguidline_GrowinShade.ai: unfinished 2022 guide draft (palette, taglines)", "D:/Growinshade: 2026 Bayshore ad, store design (awning, lightbox, e-ink, signage), Newsday press feature (Mar 2023), Plant Bingo cards, trellis product photography" ], "brand": { "name": "GrowinShade", "descriptor": "Plant Shop", "established": 2020, "established_note": "Business founded 2020: always publish 'Est. 2020'. (The Main St. storefront opened January 2022; mention it only when telling the shop's history.)", "founders": { "names": ["Kandice Rogers", "Aaron Holmes"], "relationship": "Husband-and-wife co-owners from Central Islip", "backgrounds": "Design and construction", "origin": "\"My love of plants and Aaron's frustration with bad design ultimately pushed us toward where we are today.\" (Kandice Rogers, Newsday 2023)" }, "name_meaning": "Throwin' shade is a good thing: the shop specializes in houseplants that thrive in shade, for homes without sun streaming in.", "tagline": "Plant Accessories with A Designer Touch.", "positioning": "Quality Houseplants, Accessories, Workshops & More.", "mission": "We believe in nurturing creativity & cultivating a love for plants. Our workshops inspire, educate, and connect people through the power of plants.", "beliefs": [ "Plants and home décor go hand in hand.", "Your home isn't complete until you have plants.", "Plants are for anyone at any age.", "Plants have amazing benefits proven to help reduce anxiety and stress.", "We believe in the innate nature of human beings to connect with nature." ], "desired_feeling": "Warmth and good vibes. If you don't come into the shop with a smile, we hope to change that by the end of your visit.", "about": "At GrowinShade, we blend a love for design with a passion for plants. Whether you're a beginner or a seasoned plant enthusiast, we help you find the perfect greenery & stylish accessories to enhance your space.", "differentiators": [ "Shade-tolerant houseplant specialists, open year-round when seasonal nurseries close", "Original in-house product line: trellises (acrylic and copper-tone), propagation stations, plant stands, pot risers", "Plants sourced from local growers; some rare varieties grown in-house", "A section dedicated to local female-led makers (soy candles, vegan leather, ceramics, jewelry, soap)", "Plants from $5 to $500, from beginner-friendly to rare collector plants" ], "press": [ { "outlet": "Newsday, Explore LI", "date": "2023-03-27", "headline": "Coming Up Roses: Spring has sprung at these recently opened plant shops", "file": "assets/reference/press-newsday-2023.jpg" } ], "pillars": [ { "name": "Shop", "summary": "Indoor tropical plants for all experience levels; design-forward pottery & plant accessories" }, { "name": "Teach", "summary": "Hands-on workshops combining plant education and art; core to the business" }, { "name": "Gather", "summary": "Community events: Plant Bingo, pop-ups, partner venues, Small Business Saturday" } ], "website": "https://growinshade.com", "social": { "handle": "@growinshade", "platforms": ["Instagram", "Facebook", "X"] }, "location": { "address": "541 Main St.", "city": "Islip", "state": "NY", "zip": "11751", "region": "Long Island, NY", "note": "566 Main St. is a previous address. Collateral showing it must be updated before reprint." }, "contact": { "phone": "(631) 623-5707", "phone_print_format": "631.623.5707", "email": "hello@growinshade.com" }, "hours": { "source": "growinshade.com (confirmed current by owner, Oct 2026). Hours on older print ads and in the 2023 Newsday article are outdated.", "monday": "closed", "tuesday": "closed", "wednesday": "11am–3pm", "thursday": "11am–3pm", "friday": "12pm–5pm", "saturday": "11am–5pm", "sunday": "11am–5pm" }, "newsletter": "The Leaflet", "programs": { "loyalty": "Stamp card: 10 pot stamps. 10% off at stamp 4, free gift at stamp 10. Loyalty members get member-only promos.", "workshops": ["Pottery Workshop", "Paint, Pot & Sip", "Adult Paint & Pot", "Children's Paint & Pot", "Terrarium Workshop", "Walk-In Mini Terrarium", "Propagation Workshop", "Pressed Flower Workshop", "Plant Bingo (Plant Lover Bingo)", "Sourdough Workshop"], "private_events": "Host a private event: any workshop can be booked for groups" }, "storefront": { "awning": "Forest awning, Pistachio stacked logo, '541' street number in Pistachio Montserrat", "facade": "Earth-tone stone tile with large windows carrying monstera window graphics and the logo", "lightbox": "Forest-green banner-leaf pattern with the 'GROWINSHADE | PLANT SHOP' wordmark", "in_store_screen": "E-ink 'SCHEDULE / THIS MONTH' board on a Pistachio background", "files": ["assets/reference/storefront-awning.jpg", "assets/reference/storefront-render.jpg", "assets/reference/eink-schedule.jpg"] }, "reprint_needed": { "reason": "Still shows the old 566 Main St. address (the print ad also shows outdated hours)", "items": ["Workshop cards (event-cards_V2/V3)", "Print ad (GrowinShade.ai)", "Terrarium guide", "Table banner", "E-ink schedule screen", "Plant Bingo letterhead", "Closed for the Holiday sign"] } }, "color": { "primitive": { "forest": { "hex": "#1A4338", "rgb": [26, 67, 56], "name": "Forest", "role": "Primary brand color. Logo dark, backgrounds, text, buttons" }, "pine": { "hex": "#1F3930", "rgb": [31, 57, 48], "name": "Deep Pine", "role": "Darkest green. Moody backgrounds, Black Friday, photo overlays" }, "pistachio": { "hex": "#D7E19B", "rgb": [215, 225, 155], "name": "Pistachio", "role": "Logo light on Forest/Pine. ALSO a signature light background with Forest text (2026 ad, e-ink schedule, letterhead, business card)" }, "marigold": { "hex": "#F6BE61", "rgb": [246, 190, 97], "name": "Marigold", "role": "Signature accent and promotions: highlight words, wavy underlines, headline shadows, social icons, deals" }, "mint": { "hex": "#92D0AB", "rgb": [146, 208, 171], "name": "Mint", "role": "Secondary green. Packaging, badges, soft panels" }, "mint-mist": { "hex": "#D3ECE6", "rgb": [211, 236, 230], "name": "Mint Mist", "role": "Light tint background" }, "paper": { "hex": "#F1F2ED", "rgb": [241, 242, 237], "name": "Paper", "role": "Warm off-white background for print and web sections" }, "white": { "hex": "#FFFFFF", "rgb": [255, 255, 255], "name": "White" }, "ink": { "hex": "#191919", "rgb": [25, 25, 25], "name": "Ink", "role": "Neutral headings on white" }, "stone": { "hex": "#6B6B6B", "rgb": [107, 107, 107], "name": "Stone", "role": "Body copy on white" }, "line": { "hex": "#E9E7E7", "rgb": [233, 231, 231], "name": "Line", "role": "Borders, dividers" }, "bloom": { "hex": "#F8353E", "rgb": [248, 53, 62], "name": "Bloom Red", "role": "Online store sale prices / SALE badges, plus the Easy Care plant badge. Nothing else." } }, "print": { "forest": { "cmyk": "TBD: get from printer proof", "pantone_reference": "PANTONE 7477 C appears on early business-card files; it's bluer than Forest, so confirm a closer match with the printer", "note": "Print proofs have run slightly brighter (#0B4F42). Spec #1A4338 and ask for a proof." } }, "retired": { "sage": { "hex": "#99CC99", "replaced_by": "mint" }, "sage-deep": { "hex": "#8CBA8C", "replaced_by": "mint" }, "lime": { "hex": "#C7FA81", "note": "Used on 2025 loyalty card back. Off-palette; use Pistachio or Mint on reprint." } }, "semantic": { "surface": "{color.primitive.white}", "surface-warm": "{color.primitive.paper}", "surface-tint": "{color.primitive.mint-mist}", "surface-inverse": "{color.primitive.forest}", "surface-inverse-deep": "{color.primitive.pine}", "text-heading": "{color.primitive.forest}", "text-body": "{color.primitive.stone}", "text-on-inverse": "{color.primitive.white}", "text-accent-on-inverse":"{color.primitive.pistachio}", "highlight": "{color.primitive.marigold}", "link": "{color.primitive.forest}", "border": "{color.primitive.line}", "button-bg": "{color.primitive.forest}", "button-text": "{color.primitive.white}", "button-bg-hover": "{color.primitive.pine}", "button-outline": "{color.primitive.marigold}", "badge-new-bg": "{color.primitive.mint}", "badge-new-text": "{color.primitive.forest}", "promo-bg": "{color.primitive.marigold}", "promo-text": "{color.primitive.forest}", "promo-highlight-on-dark":"{color.primitive.marigold}", "price": "{color.primitive.forest}", "price-sale": "{color.primitive.bloom}" }, "contrast_wcag": { "white on forest": { "ratio": 11.03, "pass": "AAA" }, "white on pine": { "ratio": 12.45, "pass": "AAA" }, "pistachio on forest": { "ratio": 7.95, "pass": "AAA" }, "pistachio on pine": { "ratio": 8.97, "pass": "AAA" }, "marigold on forest": { "ratio": 6.54, "pass": "AA" }, "marigold on pine": { "ratio": 7.39, "pass": "AAA" }, "forest on marigold": { "ratio": 6.54, "pass": "AA" }, "ink on marigold": { "ratio": 10.43, "pass": "AAA" }, "forest on mint": { "ratio": 6.21, "pass": "AA" }, "forest on paper": { "ratio": 9.80, "pass": "AAA" }, "forest on mint-mist": { "ratio": 8.88, "pass": "AAA" }, "forest on white": { "ratio": 11.03, "pass": "AAA" }, "stone on white": { "ratio": 5.33, "pass": "AA" }, "stone on paper": { "ratio": 4.74, "pass": "AA" }, "marigold on white": { "ratio": 1.69, "pass": "FAIL: decorative only (outline-shadow, underline)" }, "white on mint": { "ratio": 1.77, "pass": "FAIL: never" }, "bloom on white": { "ratio": 3.77, "pass": "Large text / prices only" } } }, "typography": { "family": { "display": { "name": "Mont", "weight": "Heavy (800)", "stack": "'Mont', 'Poppins', 'Montserrat', sans-serif", "web_fallback": { "name": "Poppins", "weight": 800, "source": "https://fonts.google.com/specimen/Poppins" }, "license": "Commercial (Fontfabric). Licensed desktop use in print; web needs a webfont license, otherwise use Poppins 800.", "use": "Headlines, promo statements, big numbers ('15% off'), 'Learn More' buttons" }, "label": { "name": "Montserrat", "weights": [400, 500, 600, 700], "stack": "'Montserrat', 'Helvetica Neue', Arial, sans-serif", "source": "https://fonts.google.com/specimen/Montserrat", "use": "UPPERCASE labels, contact lines, nav, subheads, short taglines" }, "body": { "name": "Work Sans", "weights": [400, 500, 600], "stack": "'Work Sans', 'Helvetica Neue', Arial, sans-serif", "source": "https://fonts.google.com/specimen/Work+Sans", "use": "Paragraphs, care instructions, product descriptions, forms" }, "script": { "name": "Hand-lettered monoline script (artwork)", "use": "'Thank You', 'Plant one on me', 'Plants with all of the shade'. Use the supplied artwork in assets/illustrations; don't typeset a substitute script.", "file": "assets/illustrations/thank-you-script.png" } }, "retired": { "Inknut Antiqua": "Website display font through 2026. Replace with Mont/Poppins during next theme update.", "Playfair Display": "2022 guide draft only; never adopted.", "ChunkFive / DIN Condensed / Newake / Swiss 721": "One-off use on hang tags and promos. Don't use for new work." }, "scale": { "display-xl": { "size": "56px", "line_height": "1.05", "family": "display", "transform": "none", "note": "Title Case, optional outline + Marigold offset" }, "h1": { "size": "40px", "line_height": "1.1", "family": "display" }, "h2": { "size": "32px", "line_height": "1.15", "family": "display" }, "h3": { "size": "24px", "line_height": "1.2", "family": "display" }, "eyebrow": { "size": "14px", "line_height": "1.3", "family": "label", "weight": 600, "transform": "uppercase", "letter_spacing": "0.06em" }, "body-lg": { "size": "18px", "line_height": "1.55", "family": "body", "weight": 400 }, "body": { "size": "16px", "line_height": "1.6", "family": "body", "weight": 400 }, "small": { "size": "13px", "line_height": "1.5", "family": "body", "weight": 400 }, "contact": { "size": "13px", "line_height": "1.4", "family": "label", "weight": 600, "transform": "uppercase", "letter_spacing": "0.02em" }, "button": { "size": "15px", "line_height": "1", "family": "display", "transform": "none" }, "price": { "size": "24px", "line_height": "1.2", "family": "display" } } }, "graphic_elements": { "botanical_line_art": "Monstera, banana leaf, palm, and philodendron outlines. Use as a tonal pattern (one green on a slightly lighter or darker green, or Forest lines on Paper at about 15–25% visibility) or as corner flourishes.", "squiggle": "Short hand-drawn wavy strokes scattered in patterns.", "wavy_rule": "Marigold wavy line used as a divider or under highlighted words.", "outline_offset_headline": "Mont Heavy headline with hollow letters (filled with the background color), a Forest outline, and a solid Marigold copy offset down-right behind it (about 6–8% of the font size).", "pill_lockup": "PLANT SHOP inside a rounded pill (white on dark, Forest on light).", "storefront": "Line illustration of the 541 Main St. shopfront. assets/illustrations/storefront.png", "pot_icon": "Simple flat pot glyph used as the loyalty stamp.", "numbered_steps": "Forest circles with white numerals for how-to guides.", "mascots": "Retro rubber-hose characters (walking pot with peace sign, monstera face) for merch and social only. Black line art.", "photo_blobs": "Photos cropped into organic blob shapes with a thin offset Marigold or Forest outline. Usually two overlapping.", "map": "Simplified Forest street map of Islip with a speech-bubble pin at 541 Main St. and the storefront icon", "curly_arrow": "Hand-drawn looping arrow pointing from a short handwritten-style note ('This will make your day') to an offer", "diagonal_band": "A thick Forest diagonal stripe that splits the layout (2026 Bayshore ad)", "painted_pot_motifs": "Paint & Pot style: terracotta with black, cream, and pale-mint leaf silhouettes and organic shapes. Workshop-related visuals only." }, "badges": { "source": "assets/reference/brand icons.svg (Illustrator)", "description": "Circular plant-trait badges: curved serif lettering top and bottom (mirrored), thin arc brackets, and a line icon in the center. Easy Care is a heart-shaped sticker.", "lettering": "Bold high-contrast serif, used as artwork ONLY inside badges. Never typeset it elsewhere.", "groups": { "light": ["sun-lover", "moderate-light", "low-light"], "care": ["easy-care", "almost-invincible", "high-humidity"], "highlights": ["pet-friendly", "rare-uncommon"] }, "items": { "sun-lover": { "label": "Sun Lover", "meaning": "Bright-direct light; 4+ hours of direct sun", "bg": "#F4BC60", "ink": "#F0F1EC" }, "moderate-light": { "label": "Moderate Light", "meaning": "Bright indirect light; no harsh afternoon sun", "bg": "#FFE894", "ink": "#F4BC60" }, "low-light": { "label": "Low Light", "meaning": "Tolerates shade and north-facing windows (our specialty)", "bg": "#F0F1EC", "ink": "#F4BC60" }, "high-humidity": { "label": "High Humidity", "meaning": "Needs humid air: bathroom, humidifier, or terrarium", "bg": "#D2EBE4", "ink": "#203830" }, "pet-friendly": { "label": "Pet Friendly", "meaning": "Non-toxic to cats and dogs (ASPCA-listed)", "bg": "#046342", "ink": "#91CFA9", "source": "assets/reference/Pet Friendly.svg (corrected spelling)" }, "easy-care": { "label": "Easy Care", "meaning": "Beginner-friendly and forgiving", "bg": "#F34336", "ink": "#FFFFFF", "note": "Approved exception to the Bloom Red web-only rule" }, "almost-invincible": { "label": "Almost Invincible", "meaning": "Survives neglect: low water, low light, low fuss", "bg": "#212426", "ink": "#FFFFFF" }, "rare-uncommon": { "label": "Rare & Uncommon", "meaning": "Collector plants, limited stock, often grown in-house", "bg": "#203830", "ink": "#FFFFFF" } }, "files": "assets/icons/badge-{name}.svg and .png (1000px, transparent). Lettering is outlined; rebuild with BrandSite/scripts/build-badges.mjs after editing the masters.", "rules": [ "Use at most 3 badges per plant: one light badge plus up to two others", "Only claim what is true for that plant (Pet Friendly must be verified non-toxic)", "Minimum size 0.75 in. in print, 64px on screen", "Never recolor, re-letter, or crop a badge" ] }, "templates": { "care-card-hello": { "name": "\"Hello! I am a ___\" care card", "size": "6 x 4 in, landscape", "files": { "print": "assets/templates/care-card-hello.svg (text outlined)", "editable": "assets/templates/care-card-hello-editable.svg (live text: Poppins, Montserrat, Work Sans)", "preview": "assets/templates/care-card-hello.png" }, "content": "Write-in plant name; I LOVE row with the three light badges; I AM row with the five care/highlight badges; tick boxes under each; Water me when / Feed me tick lists; Care notes lines; contact footer", "build": "BrandSite/scripts/build-hello-card.mjs" }, "upcoming-workshops": { "name": "Upcoming Workshops monthly calendar", "size": "8 x 10 in portrait (4:5); PNG export 1080x1350 for Instagram", "files": { "data": "assets/templates/upcoming-workshops.json (edit this: year, month, and per workshop day, title, details, time)", "print": "assets/templates/upcoming-workshops.svg (text outlined)", "editable": "assets/templates/upcoming-workshops-editable.svg (live text)", "preview": "assets/templates/upcoming-workshops.png" }, "content": "Typographic, light-led Paper calendar. Header: 'Upcoming Workshops' (Work Sans) + wavy Marigold rule + logo at left, month name in the hollow signature style at right. Up to 5 rows: big Forest Poppins day number (or TBD), Poppins title, 1-2 UPPERCASE Montserrat detail lines, optional time, auto-calculated weekday right-aligned; Forest rules between rows. Footer: RESERVE AT GROWINSHADE.COM left, address right.", "build": "BrandSite/scripts/build-upcoming-workshops.mjs" } }, "radius": { "none": "0", "sm": "4px", "md": "8px", "lg": "16px", "pill": "999px", "blob": "organic" }, "spacing": { "unit": "4px", "scale": [4, 8, 12, 16, 20, 24, 32, 40, 48, 64, 80] }, "layout": { "container_max": "1200px", "gutter_desktop": "24px", "gutter_mobile": "16px", "breakpoints": { "sm": "576px", "md": "768px", "lg": "1025px", "xl": "1230px" } }, "logo": { "source": "D:/Growinshade/Branding/Logo (AI, EPS, SVG)", "viewbox": "0 0 332.4 163.8", "variants": { "primary": { "file": "assets/logo.svg", "color": "#D7E19B", "use_on": ["forest", "pine"] }, "forest": { "file": "assets/logo-forest.svg", "color": "#1A4338", "use_on": ["white", "paper", "mint-mist", "pistachio", "mint", "marigold"] }, "white": { "file": "assets/logo-white.svg", "color": "#FFFFFF", "use_on": ["forest", "pine", "dark photography"] }, "black": { "file": "assets/logo-black.svg", "color": "#000000", "use_on": ["one-color print only"] } }, "lockups": { "stacked": "Wordmark + branch over PLANT SHOP (default)", "pill": "PLANT SHOP in a rounded pill under the wordmark (packaging, care cards, social)", "wordmark": "GROWINSHADE + branch without PLANT SHOP (small spaces, sign mock-ups)" }, "social_preview": "assets/example-asset.png", "min_width_px": 120, "clear_space": "Height of the 'P' in PLANT SHOP on all sides" } }