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# Build brief — an original marketing website in the taste of Atlas Coffee Club
> Reference: https://atlascoffeeclub.com · UIDiscovery: https://uidiscovery.com/sites/atlas-coffee-club · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/atlas-coffee-club/full.webp) · [scroll video](https://uidiscovery.com/media/captures/atlas-coffee-club/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Atlas Coffee Club — same structure, rhythm and polish, entirely new identity and content.
## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as Atlas Coffee Club: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Atlas Coffee Club's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
- Reference screenshots are for looking at, not for embedding or tracing.
## 3. The taste, in short
- Atlas Coffee Club (atlascoffeeclub.com): Food & Drink marketing website, light.
- 8 sections: Call to action → Features → Logo cloud → Features → Call to action → Footer.
- Spacing: short, dense bands (median section ≈461px).
- Type: one family (Jost). Imagery: mostly typography with little or no imagery, some photography.
## 4. Page structure (top to bottom)
### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (461px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Headline (~6 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “TRY COFFEE FROM AROUND THE WORLD®”
- [Screenshot](https://uidiscovery.com/media/captures/atlas-coffee-club/s-01.webp) · imagery: slot 1
### 2. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (481px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “HOW IT WORKS”
- [Screenshot](https://uidiscovery.com/media/captures/atlas-coffee-club/s-02.webp) · imagery: slot 2
### 3. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (161px at 1440), page background; 5 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “RECOMMENDED BY”
- [Screenshot](https://uidiscovery.com/media/captures/atlas-coffee-club/s-03.webp)
### 4. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (332px at 1440), page background; 6 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 6 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “EACH BOX INCLUDES:”
- [Screenshot](https://uidiscovery.com/media/captures/atlas-coffee-club/s-04.webp) · imagery: slot 3
### 5. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (242px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls; 5 headings → ~4 items under a title.
- Slots: Section title (~4 words, like the reference); 4 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “OUR COFFEE IS ALWAYS:”
- [Screenshot](https://uidiscovery.com/media/captures/atlas-coffee-club/s-05.webp)
### 6. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (699px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~8 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Travel the world one cup at a time®”
- [Screenshot](https://uidiscovery.com/media/captures/atlas-coffee-club/s-06.webp) · imagery: slot 4
### 7. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (268px at 1440), page background; no images (type-led); primary + secondary button.
- Slots: Headline; One sentence of support; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/atlas-coffee-club/s-07.webp)
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (682px at 1440), page background; 7 images/icons (a set of cards or a small gallery); inline form (2 fields, e.g. email capture), 6 buttons (tabs, toggles or per-card actions), 47 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Want 50% Off Your First Order?”
- [Screenshot](https://uidiscovery.com/media/captures/atlas-coffee-club/s-08.webp)
Inner pages also captured (Product, About, Sign up, Log in, Docs, Contact, Shop, Security): https://uidiscovery.com/sites/atlas-coffee-club?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f9e124` | page background | — |
| foreground | `#000000` | body text, headings | 15.8:1 |
| accent | `#000000` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#252323` | secondary text, borders | 11.8:1 |
Captured palette: `#f9e124` `#ffffff` `#252323` `#000000`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #f9e124;
--foreground: #000000;
--accent: #000000;
--surface: #ffffff;
--muted: #252323;
--font-heading: "Jost", ui-sans-serif, system-ui, sans-serif;
--font-body: "Jost", ui-sans-serif, system-ui, sans-serif;
--radius: 12px; /* calibrate from the screenshot */
}
/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
--color-background: var(--background);
--color-foreground: var(--foreground);
--color-accent: var(--accent);
--color-surface: var(--surface);
--color-muted: var(--muted);
--font-heading: var(--font-heading);
--font-sans: var(--font-body);
}
```
### Typography
- Headings: **Jost** (Google Fonts) — reference uses Jost. Free to use — load it directly.
- Body: same family — a single-family system; create contrast with size and weight, not a second face.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.5rem, 5vw, 4.25rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.
### Spacing & rhythm
Sections run ≈461px tall at 1440 (median; range 161–699px, captures cap at 1700px) — short, dense bands. Start with 64–80px vertical padding per section on desktop and about two-thirds of that on mobile. One continuous background — separate sections with space and type, not colour bands. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
Radii and shadows weren't measured. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.
## 6. Imagery plan
Measured from 5 section screenshots: mostly **typography with little or no imagery**, some photography (light, warm, Food & Drink). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (liquid, drink, coffee). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/atlas-coffee-club/s-01.webp)
- **Stock** — “plated dish overhead natural light”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f9e124, #000000, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Features → photography
- Photography, seen in the capture (food, fruit, berry). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/atlas-coffee-club/s-02.webp)
- **Stock** — “restaurant interior warm evening”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f9e124, #000000, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 3 · 4. Features → photography
- Food & Drink references lean on photography. Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/atlas-coffee-club/s-04.webp)
- **Stock** — “plated dish overhead natural light close up”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f9e124, #000000, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 4 · 6. Features → photography
- Food & Drink references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/atlas-coffee-club/s-06.webp)
- **Stock** — “fresh ingredients on linen close up”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f9e124, #000000, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **Logos** — 3. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
- **No imagery (type-led)** — 5. Features, 7. Call to action: No imagery needed — type, spacing and colour do the work. If the screenshot shows a background graphic, rebuild it in CSS (gradient, grid, noise) or a short muted video, not a stock photo.
- **Icons** — 8. Footer: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.
### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #252323 and #ffffff on a #f9e124 background. Lighting: soft natural daylight, airy and high-key; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: plated dish overhead, friendly simplified shapes, limited palette of #f9e124, #000000, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“food flat illustration” on Unsplash](https://unsplash.com/s/photos/food-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)
- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.
## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.
## 8. Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.
## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).
---
More: tokens https://uidiscovery.com/api/v1/sites/atlas-coffee-club/tokens · kit https://uidiscovery.com/api/v1/sites/atlas-coffee-club/kit · MCP `get_design_brief({ slug: "atlas-coffee-club" })`, `get_image_plan({ slug: "atlas-coffee-club" })`. Cite the reference as https://uidiscovery.com/sites/atlas-coffee-club.
