First-timer friendly
The Sill Kit
Seeds, soil, pot, patience. Everything a first vine needs.
$39
Tomatuhs
For the ones who carry a soil they can no longer see — grow it back. A tomato is never only a tomato: it is patience, culture, and love, ripened.
We’re growers. We like to grow.
Proposed — awaiting lock
I · Overview
Turn the grow-curious into growers.
Why Tomatuhs exists, who it serves, and the rules of its visual world answered — from the questionnaire.
Tomatuhs exists to compel the grow-curious to grow their own food. We sell grow kits — but the product is the moment someone decides to grow. The brand is fresh, Latin, and simple: a calm, luxurious frame around culture-specific craftsmanship. Rome grew all over the world. Mexico has deep roots in agriculture. Growth is the whole story.
Personality answered
- Fresh
- Market-morning clean; daylight surfaces; nothing heavy, nothing stale.
- Simple
- Nothing too complicated — Apple's restraint; the frame never competes with what it holds.
- Prideful
- Hunt's-style pride in the work; the craft is the credential.
- Growing
- Everything emphasizes growth — motion, imagery, narrative, even the mascot question.
Audience answered
- The grow-curious
- People who haven't grown food yet but feel the pull. Every surface is a conversion surface: it should make growing feel possible and near.
Construction principles answered — phrasing drafted
Simple frames, Latin trophies
The Latin bears the trophy — it does not compete. Restraint is the frame; craftsmanship is what's framed.
Culture-specific, never blended
If it's Italian, it's Italian. If it's Mexican, it's Mexican. No pan-cultural mush.
Real over rendered
The imagery is photographed: real soil, real hands, real vines.
Everything grows
Motion grows in, narratives move toward harvest, nothing punches or snaps.
Red, white, green
The entire chromatic identity. Festival accents visit; the tricolor stays.
Proposed — awaiting lock
II · Logo System
A quiet mark for a proud name.
No drawn mark exists; the typographic wordmark is the draft invented — flag pattern: the tricolor in threes — green, white, red — with the tomato living in the “o”. Two lockups settle (primary, reversed); the smaller red accent is the state they grow from.
Tomatuhs
Tomatuhs
Tomatuhs
T
T
T
Protection rules invented — confirm
- Clear space on all sides equals the height of the capital T.
- Minimum size: 24px on screen, 8mm in print.
- Letters stay one color per lockup; only the “o” carries the tomato — red on green/white, green on red. Never recolor other letters.
Misuse
- Set in the display face, lowercase after the T
- On photography, use white with a subtle scrim
- No stretching, outlining, or effects
- No rainbow or per-letter coloring
- No busy backgrounds without a scrim
PLACEHOLDER — no drawn mark exists. If
one is commissioned (a vine device, a tomato silhouette), collect
the file; never redraw from description.
Proposed — awaiting lock
III · Color
Green, white, red — and the festivals that visit.
The tricolor is yours answered; the exact values are drafted fresh and named plainly invented — scrutinize. Green reads living and calm; the white is clean daylight, not cream; red drives appetite and action.
Primary palette
Structural set
Pairing & contrast measured — WCAG, recorded honestly
| Text | On surface | Ratio | AA |
|---|---|---|---|
| Soil | Field White | 16.67 | Pass |
| Soil | Linen | 15.55 | Pass |
| Field White | Deep Field | 14.68 | Pass |
| Stone | Field White | 5.13 | Pass |
| Vine Red | Field White | 5.00 | Pass (both ways) |
| Leaf Green | Field White | 4.62 | Pass (both ways) |
| Vine Red | Deep Field | 2.93 | Fail — banned |
| Leaf Green | Deep Field | 3.18 | Fail — banned |
Festival colorways festivals answered · accents invented
La TomatinaAugust — the red goes saturated; the one day the frame gets loud.
Día de MuertosNovember — cempasúchil marigold joins the tricolor. Mexican, specifically.
VendemmiaSeptember–October — Italian harvest; oak and linen warm the frame. Italian, specifically.
- A festival accent is a guest: time-boxed, one per campaign, never added to the permanent palette.
Proposed — awaiting lock
IV · Typography
Craft or clean — pick the display voice.
Body text is Inter either way — the simple frame. The open call is the display face researched A/B — serif reads craft & heritage in food; sans reads modern & minimal.
Preview site-wide:
A — Fraunces
We’re growers.
Soft heritage serif — the Hunt's pride, the canning-label trust. Food-brand research favors serif for honesty and craft.
B — Inter tight
We’re growers.
One family everywhere — the Apple frame taken all the way. Cleaner, cooler, gives up the craft signal.
Hierarchy invented — sizes live in tokens.css
Grow
Heroclamp(3rem → 6rem) · 600 · displayCover statements only
First harvest
H1clamp(2.1rem → 3.3rem) · 600 · displaySection statements
The kit on the sill
H2clamp(1.7rem → 2.4rem) · 600 · displaySub-heads
Seeds, soil, patience
H31.3rem · 600 · displayCard titles
Large body carries introductions at a comfortable size.
Body large1.185rem · 400 · bodyIntros, subtitles
Body is Inter at one rem, line height 1.6, never wider than sixty-five characters.
Body1rem · 400 · bodyRunning text
Captions annotate imagery and specimens.
Caption0.8rem · 400 · mutedFigure notes
Label
Label0.72rem · mono · uppercase · 0.18emKickers, block labels
- All-caps only at label size, in mono, wide-tracked
- Headings balanced; prose ≤ 65ch
- No stretching, faux bold, or outlined text
- Never more than two families on a surface
Proposed — awaiting lock
V · Iconography
Fine strokes, kept quiet.
Delegated — the draft: an open library (Lucide) configured fine and light for the luxurious frame invented — 1.5px stroke; custom set is the alternative.
The set, configured
Geometry & rules
| Property | Value |
|---|---|
| Grid | 24 × 24 (Lucide) |
| Stroke | 1.5px, round caps & joins — fine, quiet |
| Sizes | 16 inline · 20 nav · 24 default · 32 feature |
| Color | currentColor; Leaf/Vine only as status |
- Icons support; they never headline. If an icon competes with the photography, remove the icon.
Proposed — awaiting lock
VI · Photography
Real. That was the whole answer.
Real soil, real hands, real vines answered — photographed, not illustrated. Art direction drafted below invented.
Qualities
- Natural light
- Daylight only — morning market, low sun. No studio strobes, no sterile white.
- Hands in frame
- The pride is visible: hands planting, tying, harvesting. Work, not lifestyle posing.
- Culture on location
- Italian is shot Italian; Mexican is shot Mexican. Real places, never a set dressed as "Latin".
- Growth visible
- Stages matter — seed, sprout, vine, fruit. Series over single shots.
Formats
- Kit in use
- The grow kit on a real sill, a real balcony — the conversion image.
- Grower portraits
- Real customers with what they grew. Pride, eye level.
- Harvest table
- What the growing becomes — the kitchen, the sauce, the meal.
- Festival documentary
- The seasonal layer, shot on location at the festivals themselves.
The first shoot brief — the exemplar, shot
Nº 01 · Kit in use — the conversion image
The Doorway
Shot from inside a hill-town room, through open doors thrown wide — linen curtain breathing on the left, the whole valley beyond. On the terracotta-tiled balcony: a tomato plant just setting fruit, a pot of rosemary, alyssum spilling white, and the Tomatuhs crate low on the tile where the light pools. A single cypress on the far ridge places it — Tuscan, or the Jaliscense highlands; the frame never says a set.
- Light
- Natural only. Late-morning sun, low and long; soft shadows raked across the tile. No strobes, no fill.
- Lens
- Standard, eye-level, deep enough that the valley stays legible behind the plants.
- The point
- The kit isn't staged on a white table — it's already living where the grower lives. The doorway is the promise: step through, grow it back.
Proposed — awaiting lock
VII · UI Components
Built to sell grow kits.
The storefront is the first surface answered; the set is commerce-first invented.
Buttons
Product card
Email field
Tags
Heirloom
First-timer friendly
Small batch
- Vine Red is the action color and only the action color — one primary button per view.
Proposed — awaiting lock
VIII · Borders
Barely there, on purpose.
Luxury sits flat — elevation whispers invented — from the simple-frame rule.
Shadow scale
Restcards, tiles
Raisedoverlays, hover
- One border weight: 1px Mist hairline. An edge is a border, not a shadow.
Radius scale
sm · 4
md · 10
lg · 18
xl · 28
pill
| Level | Used for |
|---|---|
| sm / md | Inputs, buttons, tags, tiles |
| lg / xl | Cards, panels, photography |
| pill | Tags and avatar crops only |
Proposed — awaiting lock
IX · Motion
Grow-ins, never punch starts.
Slow growth — subtle rustlings, not too slow answered.
Named patterns
Grow-inentrances rise from the ground — ease-grow, 520ms
Rustleidle life — a degree or two of sway, never a wobble
Ripenstate changes fade like color arriving — no snap
Curves & durations
| Token | Value | Job |
|---|---|---|
| ease-out | cubic-bezier(.25,1,.4,1) | Settles, exits |
| ease-grow | cubic-bezier(.3,1.2,.5,1) | Organic entrances |
| fast | 140ms | Feedback |
| normal | 280ms | State changes |
| grow | 520ms | Entrances, reveals |
- Transform and opacity only; 80ms stagger for lists.
- Reduced motion: entrances visible, rustles stop.
Proposed — awaiting lock
X · Layout
The frame does the framing.
Calm margins, one downward flow, density on desktop invented — from the simple-frame rule.
Containers
| Token | Width | Used for |
|---|---|---|
| narrow | 44rem | Prose, statements |
| default | 64rem | Section content |
| wide | 80rem | Desktop canvas, paired columns |
- Desktop first (~1280–1680px); mobile is a functional fallback.
- One hero per view — the trophy rule applies to layout too.
- Chapters divide with the tricolor hairline.
Spacing scale
Section rhythm: clamp(4rem → 6.5rem) per chapter.
Proposed — awaiting lock
XI · Voice & Tone
We’re growers. We like to grow.
The voice, verbatim answered — short declaratives, first person plural, pride without volume.
Tone by context
| Context | Tone |
|---|---|
| Storefront | Invitational, concrete — the pot, the season, the price |
| Kit instructions | Patient, step-by-step, encouraging |
| Errors | Honest, gentle, no blame |
| Legal / ops | Clear. The voice steps aside |
Vocabulary
- grow, tend, harvest, season, home, pride, real
- hack, optimize, revolutionary, AI-powered, "last chance"
Sample copy
We’re growers. We like to grow.
You don’t need a garden. You need a sill, a seed, and a season.
That didn’t take. Give it a moment and try again.
Proposed — awaiting lock
XII · Naming
One source, named plainly.
How the system stays alive after this ships invented.
Naming & formats
| Pattern | Example |
|---|---|
| {brand}-{category}-{label}-{variant}.{ext} | tomatuhs-mark-primary-ink.svg |
| tomatuhs-photo-sillkit-morning.webp | |
| tomatuhs-fest-muertos-colorway.css |
Governance
- `DESIGN.md` in this folder is the single source of truth; this site renders it; when they disagree, the site is wrong.
- `tokens.css` is the machine contract — the storefront consumes it, never forks it.
- Changes flow one way: spec + tokens here, then outward.
Proposed — awaiting lock
XIII · Products
Three goods, three colorways.
One tee, one grow kit, one hat — each offered in the tricolor. Nine SKUs, the flag worn and grown invented — confirm.
PLACEHOLDER — product photography is
commissioned per SKU (the good in its colorway on a real body / real
soil); collect the files, never mock them up from these icons.