Preview the prompt +
# Build brief — an original marketing website in the taste of Hungryroot
> Reference: https://www.hungryroot.com · UIDiscovery: https://uidiscovery.com/sites/hungryroot · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/hungryroot/full.png) · [scroll video](https://uidiscovery.com/media/captures/hungryroot/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Hungryroot — 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 Hungryroot: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Hungryroot'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
- Hungryroot (hungryroot.com): Food & Drink marketing website, dark, serif.
- 8 sections: Features → Content.
- Spacing: about a screen per idea (median section ≈511px).
- Type: Times headings over Times body. Imagery: mostly typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. 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 (210px at 1440), page background; 40 image elements (photo collage/gallery + small 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): “Eat well all week long”
- [Screenshot](https://uidiscovery.com/media/captures/hungryroot/s-03.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 (511px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “High Protein”
- [Screenshot](https://uidiscovery.com/media/captures/hungryroot/s-04.webp)
### 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 (487px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Anti-Inflammatory”
- [Screenshot](https://uidiscovery.com/media/captures/hungryroot/s-05.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. Half to one screen (487px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Gut-Friendly”
- [Screenshot](https://uidiscovery.com/media/captures/hungryroot/s-06.webp)
### 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 (511px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Less Sugar”
- [Screenshot](https://uidiscovery.com/media/captures/hungryroot/s-07.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 (511px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Dairy-Free”
- [Screenshot](https://uidiscovery.com/media/captures/hungryroot/s-09.webp)
### 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 (487px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Vegetarian”
- [Screenshot](https://uidiscovery.com/media/captures/hungryroot/s-10.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.6 screens (1458px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/hungryroot/s-12.webp) · imagery: slot 2
Inner pages also captured (Product, Sign up, Log in, Blog, Careers, Security): https://uidiscovery.com/sites/hungryroot?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000000` | page background | — |
| foreground | `#0000ee` | body text, headings | 2.2:1 ⚠ below AA — adjust |
| accent | `#0000ee` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#000000` | cards, inputs, alternate bands | text on it 2.2:1 |
| muted | `#0000ee` | secondary text, borders | 2.2:1 — borders / large text only |
Captured palette: `#000000` `#0000ee`. 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: #0000ee;
--accent: #0000ee;
--surface: #000000;
--muted: #0000ee;
--font-heading: "Source Serif 4", ui-serif, Georgia, serif;
--font-body: "Inter", 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: **Source Serif 4** (Google Fonts) — reference uses Times. Capture reported a generic serif — confirm the face from the screenshot.
- Body: **Inter** (Google Fonts) — reference uses Times. Capture reported the browser default (Times), which usually means the web font did not load during capture. Identify the real face from the screenshot; Inter is a safe neutral start.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈511px tall at 1440 (median; range 210–1458px, 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
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 6 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. Features → photography (uncertain)
- Food & Drink references lean on photography; 40 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/hungryroot/s-03.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: 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, #0000ee. 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 2 · 8. Content → photography
- Food & Drink references lean on photography. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hungryroot/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=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, #0000ee. 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)** — 2. Features, 3. Features, 4. Features, 5. Features, 6. Features, 7. Features: 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.
### 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 #0000ee 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, #0000ee 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/hungryroot/tokens · kit https://uidiscovery.com/api/v1/sites/hungryroot/kit · MCP `get_design_brief({ slug: "hungryroot" })`, `get_image_plan({ slug: "hungryroot" })`. Cite the reference as https://uidiscovery.com/sites/hungryroot.
