Brand & design system
Visual identity, typography, color, and component guidelines for the Graylight theme.
v0.1.0 · Stone & Slate palette
Brand core
Straight from the Gray Light Brand Audit Report.
Gray Light offers the best value for top-notch, quality products and hunting gear through a unique, gamified shopping experience.
Vision
GrayLight is the frontier of outdoor hunting gear, redefining how enthusiasts prepare for adventure.
Personality
Gray Light exudes a sense of urgency and exclusivity, creating a thrill for hunting enthusiasts. They value camaraderie, and are commonly found enjoying a rugged weekend with their hunting buddies.
Market perception
Within the market, Gray Light is perceived as a go-to destination for hunters seeking premium gear at less than retail price points, offering an exciting and unique shopping experience.
Core values
Value, quality, and variety paired with a sense of urgency and excitement through limited-time deals on top hunting products.
What we achieve
A sense of excitement and anticipation among hunting enthusiasts: access to high-quality gear at prices well below retail, with an element of surprise and scarcity.
Brand pillars
Adventure
Credibility
Camaraderie
Trust
Community-driven
Value & variety
Go-to destination
Gamified experience
Customer retention
The great outdoors
Positioning statement
“The go-to destination for hunting enthusiasts. Gray Light offers you a best-in-class, hard-core, complete hunting system through a gamified shopping experience. We are committed to supplying the highest quality products from only the best manufacturers and suppliers worldwide. Gray Light is your reliable guide, helping you bring home the trophy of a lifetime.”
Tone of voice
With a refreshed tone characterized by enthusiasm, excitement, and engagement, Gray Light seamlessly aligns with the spirited hunting community it has cultivated. Positioned uniquely within its industry, Gray Light’s distinctive character and animated approach create a welcoming atmosphere, allowing its customer base to forge a genuine connection.
Purpose
Entertaining
Tone
Personal
Language
Exciting
Character
Playful
Current personality
Direct and informational. Fun and relatable. Leans into hunter culture.
Bold, direct & with heart
Passionate about what we do and the community that surrounds it. Knowledgeable about the technicality of equipment and sport make us trustworthy and reliable.
Approachable verbiage
While the site is informational, the personality behind the brand makes products become more approachable, while remaining trustworthy.
Gamified approach
Fun and exciting, balanced with a level of value and professionalism customers can trust.
Color palette
The Stone & Slate foundation — settings.colors.* in Theme Settings → Colors.
Ink
#1C1B18
Bone
#F6F3EE
Stone
#E3DDD2
Khaki
#C7B994
Olive
#3D4630
Blackout
#0D0D0C
Typography
Archivo throughout — Regular for body, Medium for subheadings, Extrabold for headings and accents.
Heading · Archivo 800
Aa Bb Cc
Subheading · Archivo 500
Aa Bb Cc
Body · Archivo 400
Aa Bb Cc
Type scale
12px
Aa
16px
Aa
20px
Aa
24px
Aa
32px
Aa
48px
Aa
72px
Aa
120px
Aa
Spacing scale
The --gap-* tokens blocks use for their gap and padding controls.
--gap-3xs · 2px
--gap-2xs · 5px
--gap-xs · 8px
--gap-sm · 11px
--gap-md · 14px
--gap-lg · 16px
--gap-xl · 20px
--gap-2xl · 32px
--gap-3xl · 48px
Logo
Pulls from Theme Settings → Logo & Favicon. Falls back to the shop name in Archivo Extrabold until a logo image is uploaded.
Icons
A sample of the theme’s built-in icon set. The Icon block’s picker has the full list (apparel, utility, and social icons).
Imagery
Sharp corners, no rounding, placeholder crops via placehold.co pending final photography.
Square · 1:1
Portrait · 4:5
Landscape · 16:9