Preview the prompt +
# Build brief — an original marketing website in the taste of Five Guys
> Reference: https://www.fiveguys.com · UIDiscovery: https://uidiscovery.com/sites/five-guys · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/five-guys/full.png) · [scroll video](https://uidiscovery.com/media/captures/five-guys/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Five Guys — 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 Five Guys: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Five Guys'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
- Five Guys (fiveguys.com): Food & Drink marketing website, dark.
- 14 sections: Content → Statement → Features → Showcase → Features → Showcase → Features → About → Features → Content → Features → Footer.
- Spacing: about a screen per idea (median section ≈704px).
- Type: one family (Public Sans). Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (177px at 1440), own light band #f6f6f6; 13 images/icons (a set of cards or a small gallery); inline form (2 fields, e.g. email capture), 10 buttons (tabs, toggles or per-card actions), 43 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-01.webp)
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (826px at 1440), own dark band #000000; 2 image/graphics; one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “FRESH. SIMPLE. FIVE GUYS.”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-02.webp) · imagery: slot 1
### 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. Half to one screen (622px at 1440), own light band #f6f6f6; 1 image/graphic; one primary button.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “A CLASSIC NEVER GOES OUT OF STYLE”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-03.webp) · imagery: slot 2
### 4. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.8 screens (1609px at 1440), own light band #f6f6f6; 14 images/icons (a set of cards or a small gallery); 10 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): “THE FOOD”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/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. Half to one screen (502px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “FROM GRILL TO GLORY”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-05.webp) · imagery: slot 4
### 6. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Compact band (269px at 1440), page background; 32 image elements (photo collage/gallery + small graphics); one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-06.webp) · imagery: slot 5
### 7. 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 (704px at 1440), own light band #f6f6f6; 2 image/graphics; one primary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “FIND A STORE”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-07.webp) · imagery: slot 6
### 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 (618px at 1440), own light band #f6f6f6; 2 image/graphics; one primary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “FEEDING A GROUP?”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-08.webp) · imagery: slot 7
### 9. 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 (904px at 1440), own dark band #000000; 2 image/graphics; one primary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “FIVE GUYS UNWRAPPED”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-09.webp) · imagery: slot 8
### 10. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. About one full screen (826px at 1440), own dark band #000000; 6 images/icons (a set of cards or a small gallery); 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): “ABOUT US”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-10.webp)
### 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. About one full screen (826px at 1440), own dark band #000000; 2 image/graphics; primary + secondary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “WE LOVE OUR CREW”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-11.webp)
### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (672px at 1440), own light band #696969; 3 image/graphics; one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “WHAT WE’RE LISTENING TO”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-12.webp)
### 13. 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 (846px at 1440), own light band #f6f6f6; 2 image/graphics; primary + secondary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “GIFT FIVE GUYS”
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-13.webp)
### 14. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (422px at 1440), own light band #f6f6f6; 4 images/icons (a set of cards or a small gallery); one primary button, 16 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/five-guys/s-14.webp)
Inner pages also captured (Customers, About, Careers, Contact, Security): https://uidiscovery.com/sites/five-guys?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#d21033` | page background | — |
| foreground | `#ffffff` | body text, headings | 5.4:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#696969` | cards, inputs, alternate bands | text on it 5.5:1 |
| muted | `#f6f6f6` | secondary text, borders | 5.0:1 |
Captured palette: `#d21033` `#000000` `#ffffff` `#f6f6f6` `#696969`. Section bands top→bottom: `#f6f6f6` → `#000000` → `#d21033` → `#696969`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #d21033;
--foreground: #ffffff;
--accent: #ffffff;
--surface: #696969;
--muted: #f6f6f6;
--font-heading: "Public Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "Public Sans", 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: **Public Sans** (Google Fonts) — reference uses Public Sans. 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 ≈704px tall at 1440 (median; range 177–1609px, 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. The background changes 7 times down the page — use band changes to mark chapters. 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 12 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Food & Drink). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 2. Statement → photography
- Photography, seen in the capture (food, meat, hamburger). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/five-guys/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. Warm colour grade that sits on #000000, #ffffff, #696969. 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 2 · 3. Features → photography
- Photography, seen in the capture (food, berry, fruit). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/five-guys/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. Warm colour grade that sits on #f6f6f6, #ffffff, #696969. 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. Showcase → photography
- Photography, seen in the capture (food, fries, meat). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/five-guys/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. Warm colour grade that sits on #f6f6f6, #ffffff, #696969. 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 4 · 5. Features → photography
- Photography, seen in the capture (people, crowd, adult). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/five-guys/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. Warm colour grade that sits on #d21033, #ffffff, #696969. 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 · 6. Showcase → photography
- Photography, seen in the capture (people, adult, crowd). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/five-guys/s-06.webp)
- **Stock** — “fresh ingredients on linen close up dark”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen close up. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #d21033, #ffffff, #696969. 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 6 · 7. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/five-guys/s-07.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=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f6f6f6, #ffffff, #696969. 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 · 8. Features → photography
- Photography, seen in the capture (container, bag, luggage). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/five-guys/s-08.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. Warm colour grade that sits on #f6f6f6, #ffffff, #696969. 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 8 · 9. Features → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/five-guys/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: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #000000, #ffffff, #696969. 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)** — 1. Content: 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** — 14. 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 #f6f6f6 and #696969 on a #d21033 background. Lighting: low-key, moody directional light with deep shadows; 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 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 #f6f6f6, #ffffff, #696969 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/five-guys/tokens · kit https://uidiscovery.com/api/v1/sites/five-guys/kit · MCP `get_design_brief({ slug: "five-guys" })`, `get_image_plan({ slug: "five-guys" })`. Cite the reference as https://uidiscovery.com/sites/five-guys.
