Preview the prompt +
# Build brief — an original marketing website in the taste of Kettle & Fire
> Reference: https://www.kettleandfire.com · UIDiscovery: https://uidiscovery.com/sites/kettle-and-fire · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/kettle-and-fire/full.webp) · [scroll video](https://uidiscovery.com/media/captures/kettle-and-fire/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Kettle & Fire — 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 Kettle & Fire: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Kettle & Fire'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
- Kettle & Fire (kettleandfire.com): Food & Drink marketing website, light.
- 11 sections: Hero → Showcase → Features → Call to action → Content → Statement → Content → Showcase → Call to action → Content → Footer.
- Spacing: about a screen per idea (median section ≈540px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Coastal). 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 (540px at 1440), page background; 2 image/graphics; primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Slow Food For Fast Lives”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-01.webp) · imagery: slot 1
### 2. 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 (702px at 1440), page background; 8 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Best Selling Broth”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/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. Half to one screen (459px at 1440), own dark band #221e1e; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~5 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Bone Broth Makes Everything Better”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-03.webp) · imagery: slot 3
### 4. 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 (720px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Headline (~4 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “sips and simmers, shipped.”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-04.webp) · imagery: slot 4
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (498px at 1440), page background; no images (type-led); 4 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “800,000+ Happy Customers”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-05.webp)
### 6. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (560px at 1440), own dark band #221e1e; no images (type-led); one primary button.
- Slots: Heading (~9 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “It’s our Mission to Improve the way we eat”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (650px at 1440), page background; no images (type-led); one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “Bundle & Save 10%”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-07.webp) · imagery: slot 5
### 8. 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 (726px at 1440), own light band #f5e3bc; 28 image elements (photo collage/gallery + small graphics); 6 buttons (tabs, toggles or per-card actions), 14 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): “Mouth-Watering Recipes”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-08.webp) · imagery: slot 6
### 9. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (387px at 1440), own dark band #221e1e; 17 image elements (photo collage/gallery + small graphics); one primary button, 18 links (link lists / navigation).
- Slots: Headline (~8 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Find us in more than 10,000 stores, nationwide.”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-10.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (212px at 1440), page background; no images (type-led); inline form (2 fields, e.g. email capture), one primary button.
- Slots: Heading (~5 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “10% off your first order”
- [Screenshot](https://uidiscovery.com/media/captures/kettle-and-fire/s-11.webp)
### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (504px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 27 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/kettle-and-fire/s-12.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Careers, Shop, Security): https://uidiscovery.com/sites/kettle-and-fire?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#fff5db` | page background | — |
| foreground | `#221e1e` | body text, headings | 15.2:1 |
| accent | `#db1e14` | primary buttons, links, highlights — sparingly | 4.6:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 16.5:1 |
| muted | `#f5e3bc` | secondary text, borders | 1.2:1 — borders / large text only |
Captured palette: `#fff5db` `#221e1e` `#db1e14` `#f5e3bc` `#ffffff` `#2d2d2d`. Section bands top→bottom: `#fff5db` → `#221e1e` → `#f5e3bc`. 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: #fff5db;
--foreground: #221e1e;
--accent: #db1e14;
--surface: #ffffff;
--muted: #f5e3bc;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-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: **Inter** (Google Fonts) — reference uses Coastal. “Coastal” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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(2.75rem, 6vw, 5rem), 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 ≈540px tall at 1440 (median; range 212–726px, 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. 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 7 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. Hero → photography
- Food & Drink references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/kettle-and-fire/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: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fff5db, #db1e14, #ffffff. 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. Showcase → photography
- Food & Drink references lean on photography. Count: a set of ~8 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/kettle-and-fire/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: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fff5db, #db1e14, #ffffff. 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 3 · 3. Features → photography
- Food & Drink references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kettle-and-fire/s-03.webp)
- **Stock** — “fresh ingredients on linen”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen. 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 #221e1e, #db1e14, #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 · 4. Call to action → photography
- Photography, seen in the capture (container, cardboard box, carton). (measured from the screenshot) Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/kettle-and-fire/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: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fff5db, #db1e14, #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 5 · 7. Content → photography
- Photography, seen in the capture (container, carton, tableware). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kettle-and-fire/s-07.webp)
- **Stock** — “plated dish overhead natural light wide shot”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: plated dish overhead natural light wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #fff5db, #db1e14, #ffffff. 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 · 8. Showcase → photography
- Photography, seen in the capture (tableware, utensil, bowl). (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/kettle-and-fire/s-08.webp)
- **Stock** — “restaurant interior warm evening wide shot”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening wide shot. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f5e3bc, #db1e14, #ffffff. 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.`
- **No imagery (type-led)** — 5. Content, 6. Statement, 9. Call to action, 10. 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** — 11. 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 #db1e14 and #f5e3bc on a #fff5db 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 #fff5db, #db1e14, #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/kettle-and-fire/tokens · kit https://uidiscovery.com/api/v1/sites/kettle-and-fire/kit · MCP `get_design_brief({ slug: "kettle-and-fire" })`, `get_image_plan({ slug: "kettle-and-fire" })`. Cite the reference as https://uidiscovery.com/sites/kettle-and-fire.
