Counter Culture — Counter Culture Coffee

# Build brief — an original marketing website in the taste of Counter Culture

> Reference: https://counterculturecoffee.com · UIDiscovery: https://uidiscovery.com/sites/counter-culture · captured 2026-09-23 at a 1440px desktop viewport · [full page](https://uidiscovery.com/media/captures/counter-culture/full.png) · [scroll video](https://uidiscovery.com/media/captures/counter-culture/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Counter Culture — 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 Counter Culture: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Counter Culture'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
- Counter Culture (counterculturecoffee.com): Food & Drink marketing website, dark.
- 15 sections: Hero → Content → Testimonials → Content → How it works → Content → Features → About → Call to action → Statement → Footer.
- Spacing: short, dense bands (median section ≈439px).
- Type: one family (Founders grotesk). Imagery: mostly typography with little or no imagery.

## 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 (534px at 1440), page background; 7 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1; Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (680px at 1440), page background; 164 image elements (photo collage/gallery + small graphics); form with 402 fields, 63 buttons (tabs, toggles or per-card actions), 77 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Our Coffees”
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-02.webp) · imagery: slot 2

### 3. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (234px at 1440), own light band #8d93d9; 5 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-03.webp)

### 4. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (306px at 1440), own light band #8d93d9; 5 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-04.webp)

### 5. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (378px at 1440), own light band #8d93d9; 5 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-05.webp)

### 6. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (306px at 1440), own light band #8d93d9; 5 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-06.webp)

### 7. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (270px at 1440), own light band #8d93d9; 5 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-07.webp)

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), page background; 17 image elements (photo collage/gallery + small graphics); form with 30 fields, 8 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Subscribe & Save”
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-09.webp) · imagery: slot 3

### 9. How it works — show the path from sign-up to value as numbered steps.
- Layout: numbered steps in a row or vertical timeline. Tall, ≈1.5 screens (1382px at 1440), page background; 17 image elements (photo collage/gallery + small graphics); form with 30 fields, 8 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-10.webp) · imagery: slot 4

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (755px at 1440), page background; 11 images/icons (a set of cards or a small gallery); form with 24 fields, 6 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Counter Culture Favorites”
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-11.webp) · imagery: slot 5

### 11. 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 (419px at 1440), page background; 18 image elements (photo collage/gallery + small graphics); 9 text links instead of buttons.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Brew Guides”
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-12.webp) · imagery: slot 6

### 12. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. Half to one screen (439px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Traceable from Seed to Cup”
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-13.webp)

### 13. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (300px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Headline (~3 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Can't Decide?”
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-14.webp)

### 14. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (520px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-15.webp)

### 15. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (662px at 1440), page background; 15 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions), 46 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): “SHOP”
- [Screenshot](https://uidiscovery.com/media/captures/counter-culture/s-16.webp)

Inner pages also captured (Product, About, Sign up, Log in, Blog, Careers, Shop): https://uidiscovery.com/sites/counter-culture?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000000` | page background | — |
| foreground | `#ffffff` | body text, headings | 21.0:1 |
| accent | `#000f8f` | primary buttons, links, highlights — sparingly | 1.5:1 ⚠ not for text; use as a fill with #ffffff text (14.3:1) |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#ffffff` | secondary text, borders | 21.0:1 |

Captured palette: `#000000` `#ffffff` `#000f8f`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #000000;
  --foreground: #ffffff;
  --accent: #000f8f;
  --surface: #000000;
  --muted: #ffffff;
  --font-heading: "Hanken Grotesk", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Hanken Grotesk", 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: **Hanken Grotesk** (Google Fonts) — reference uses Founders grotesk. “Founders grotesk” is a licensed face — use Hanken Grotesk (or Inter) as the free stand-in, or license the original.
- 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 ≈439px tall at 1440 (median; range 234–1700px, 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.

## 6. Imagery plan

Measured from 8 section screenshots: mostly **typography with little or no imagery** (dark, cool, Food & Drink). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Food & Drink references lean on photography. Count: a set of ~7 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/counter-culture/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. Cool colour grade that sits on #000000, #000f8f. 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 (uncertain)
- Food & Drink references lean on photography; 164 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/counter-culture/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. Cool colour grade that sits on #000000, #000f8f. 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 · 8. Content → photography
- Food & Drink references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/counter-culture/s-09.webp)
- **Stock** — “restaurant interior warm evening wide shot dark”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: restaurant interior warm evening wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #000f8f. 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 4 · 9. How it works → photography
- Food & Drink references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/counter-culture/s-10.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. Cool colour grade that sits on #000000, #000f8f. 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 5 · 10. Content → photography
- Food & Drink references lean on photography. Count: a set of ~11 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/counter-culture/s-11.webp)
- **Stock** — “plated dish overhead natural light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-wide-shot-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20wide%20shot%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20wide%20shot%20dark/?orientation=vertical)
- **Generate** — `Photograph: plated dish overhead natural light wide shot. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #000f8f. 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 6 · 11. Features → photography
- Food & Drink references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/counter-culture/s-12.webp)
- **Stock** — “restaurant interior warm evening wide shot dark”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000000, #000f8f. 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.`

- **No imagery (type-led)** — 3. Testimonials, 4. Testimonials, 5. Testimonials, 6. Testimonials, 7. Testimonials, 12. About, 13. Call to action, 14. 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** — 15. 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 #000f8f and #ffffff on a #000000 background. Lighting: low-key, moody directional light with deep shadows; cool 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 #000000, #000f8f plus one soft neutral, plenty of empty background, consistent line weight, cool 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/counter-culture/tokens · kit https://uidiscovery.com/api/v1/sites/counter-culture/kit · MCP `get_design_brief({ slug: "counter-culture" })`, `get_image_plan({ slug: "counter-culture" })`. Cite the reference as https://uidiscovery.com/sites/counter-culture.