Butcher Box — Homepage

# Build brief — an original marketing website in the taste of Butcher Box

> Reference: https://www.butcherbox.com · UIDiscovery: https://uidiscovery.com/sites/butcher-box · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/butcher-box/full.webp) · [scroll video](https://uidiscovery.com/media/captures/butcher-box/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Butcher Box — 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 Butcher Box: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Butcher Box'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
- Butcher Box (butcherbox.com): Food & Drink marketing website, dark, colorful.
- 13 sections: Hero → Content → Features → Showcase → Features → Showcase → How it works → Features → Pricing → Content → Statement → Content → Footer.
- Spacing: about a screen per idea (median section ≈521px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: Poppins headings over Lato body. Imagery: mostly typography with little or no imagery, some photography.

## 4. Page structure (top to bottom)

### 1. Hero — state what the product is and for whom in one glance, and offer the primary action.
- Layout: headline-led stack: eyebrow → H1 → supporting line → actions, with a visual beside or below. Half to one screen (600px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Meet the butcher that comes to you.”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (509px at 1440), page background; 1 image/graphic; primary + secondary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “400k+”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-02.webp) · imagery: slot 2

### 3. 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. About one full screen (882px at 1440), page background; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~7 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “One box, weeks of dinners made easy.”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-03.webp) · imagery: slot 3

### 4. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (521px at 1440), page background; 5 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Discover 100+ premium proteins”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-04.webp) · imagery: slot 4

### 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. Half to one screen (622px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- 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): “Superior standards, no exceptions”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-05.webp) · imagery: slot 5

### 6. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Compact band (240px at 1440), page background; 6 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-06.webp)

### 7. How it works — show the path from sign-up to value as numbered steps.
- Layout: numbered steps in a row or vertical timeline. Half to one screen (488px at 1440), page background; no images (type-led); one primary button.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “How It Works”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-07.webp)

### 8. 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 (436px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Why 400,000+ members choose us”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-08.webp)

### 9. Pricing — help the visitor pick a plan with minimal thinking.
- Layout: plan cards side by side, one highlighted, with a billing toggle if needed. About one full screen (1162px at 1440), own light band #fcfaf8; 44 image elements (photo collage/gallery + small graphics); 15 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Title + billing toggle; 4 plan cards: name, price, 4–6 features, action; Highlight one recommended plan; Small print (tax, trial).
- Topic (tone/length only — never reuse): “Butcherbox vs. Others”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-09.webp) · imagery: slot 6

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (489px at 1440), page background; 30 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: Heading (~14 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “"I love that I can receive all of the meat my family consumes right to my…”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-10.webp)

### 11. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (600px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Our founder Mike Salguero’s pursuit of healthier meat for all.”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-11.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (554px at 1440), page background; 5 images/icons (a set of cards or a small gallery); form with 5 fields, 5 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Questions? Find peace of mind here”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-12.webp) · imagery: slot 7

### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (284px at 1440), own dark band #015870; 10 images/icons (a set of cards or a small gallery); form with 4 fields, one primary button, 13 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): “Join our email newsletter”
- [Screenshot](https://uidiscovery.com/media/captures/butcher-box/s-13.webp)

Inner pages also captured (Pricing, Product, Customers, About): https://uidiscovery.com/sites/butcher-box?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#1c2623` | page background | — |
| foreground | `#ffffff` | body text, headings | 15.5:1 |
| accent | `#00945f` | primary buttons, links, highlights — sparingly | 4.0:1 (large text / UI only) |
| surface | `#454b4a` | cards, inputs, alternate bands | text on it 8.9:1 |
| muted | `#015870` | secondary text, borders | 1.9:1 — borders / large text only |

Captured palette: `#1c2623` `#ffffff` `#00945f` `#454b4a` `#fcfaf8` `#015870`. Section bands top→bottom: `#fcfaf8` → `#015870`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, natural, earthy) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #1c2623;
  --foreground: #ffffff;
  --accent: #00945f;
  --surface: #454b4a;
  --muted: #015870;
  --font-heading: "Poppins", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Lato", 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: **Poppins** (Google Fonts) — reference uses Poppins. Free to use — load it directly.
- Body: **Lato** (Google Fonts) — reference uses Lato. Free to use — load it directly.
- 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 ≈521px tall at 1440 (median; range 240–1162px, captures cap at 1700px) — roughly a screen per idea. Start with 96–120px 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
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. Read exact corner radius, border and shadow treatment from the screenshots. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.

## 6. Imagery plan

Measured from 9 section screenshots: mostly **typography with little or no imagery**, some photography (dark, natural, earthy, Food & Drink). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (food, seasonings, herb). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/butcher-box/s-01.webp)
- **Stock** — “plated dish overhead natural light dark”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1c2623, #00945f, #454b4a. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. Content → photography
- Food & Drink references lean on photography. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/butcher-box/s-02.webp)
- **Stock** — “restaurant interior warm evening dark”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20dark/?orientation=vertical)
- **Generate** — `Photograph: restaurant interior warm evening. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1c2623, #00945f, #454b4a. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 3 · 3. Features → photography
- Photography, seen in the capture (utensil, tableware, bowl). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/butcher-box/s-03.webp)
- **Stock** — “fresh ingredients on linen dark”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20dark/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1c2623, #00945f, #454b4a. 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 · 4. Showcase → photography
- Photography, seen in the capture (utensil, tableware, plate). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/butcher-box/s-04.webp)
- **Stock** — “plated dish overhead natural light close up dark”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light close up. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1c2623, #00945f, #454b4a. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 5 · 5. Features → photography
- Photography, seen in the capture (animal, mammal, ungulates). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/butcher-box/s-05.webp)
- **Stock** — “restaurant interior warm evening close up dark”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1c2623, #00945f, #454b4a. 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 6 · 9. Pricing → photography (uncertain)
- Food & Drink references lean on photography; 44 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/butcher-box/s-09.webp)
- **Stock** — “fresh ingredients on linen wide shot dark”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #fcfaf8, #00945f, #454b4a. 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 7 · 12. Content → photography
- Food & Drink references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/butcher-box/s-12.webp)
- **Stock** — “fresh ingredients on linen wide shot dark”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: fresh ingredients on linen wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Natural, earthy colour grade that sits on #1c2623, #00945f, #454b4a. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

- **No imagery (type-led)** — 6. Showcase, 7. How it works, 8. Features, 10. Content, 11. Statement: 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** — 13. 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, glossy glass-like shapes and a smooth gradient in #00945f and #015870 on a #1c2623 background. Lighting: low-key, moody directional light with deep shadows; natural, earthy 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 dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: plated dish overhead, friendly simplified shapes, limited palette of #1c2623, #00945f, #454b4a plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy 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/butcher-box/tokens · kit https://uidiscovery.com/api/v1/sites/butcher-box/kit · MCP `get_design_brief({ slug: "butcher-box" })`, `get_image_plan({ slug: "butcher-box" })`. Cite the reference as https://uidiscovery.com/sites/butcher-box.