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# Build brief — an original marketing website in the taste of Lemonade Pet
> Reference: https://www.lemonade.com/pet · UIDiscovery: https://uidiscovery.com/sites/lemonade-pet · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/lemonade-pet/full.png) · [scroll video](https://uidiscovery.com/media/captures/lemonade-pet/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Lemonade Pet — 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 Lemonade Pet: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Lemonade Pet'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
- Lemonade Pet (lemonade.com): Lifestyle marketing website, light.
- 10 sections: Hero → Features → FAQ → Pricing → Features → Content.
- Spacing: about a screen per idea (median section ≈747px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: Merriweather headings over Times 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. About one full screen (788px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Insurance for the 21st century”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-01.webp)
### 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. About one full screen (813px at 1440), page background; 13 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~9 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “America’s top-rated insurance for dogs, cats, puppies, and kittens”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-02.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 (472px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Pet insurance plans you actually want”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-03.webp) · imagery: slot 1
### 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. About one full screen (1130px at 1440), page background; 5 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~7 words, like the reference); 5 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Huge savings on wellness and preventative care”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-04.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 (652px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “The best pet insurance for puppies and kittens”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-05.webp) · imagery: slot 2
### 6. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Tall, ≈1.9 screens (1700px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 8 text links instead of buttons; 6 headings → ~5 items under a title.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Got questions about pet insurance?”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-06.webp) · imagery: slot 3
### 7. Pricing — help the visitor pick a plan with minimal thinking.
- Layout: plan cards side by side, one highlighted, with a billing toggle if needed. Half to one screen (747px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- 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): “Sweet prices. Sweeter value”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-07.webp) · imagery: slot 4
### 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 (520px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Section title (~8 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Good for your pet, and for the world”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-08.webp)
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (668px at 1440), own dark band #161616; 4 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions), 100 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): “renters”
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-09.webp) · imagery: slot 5
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (420px at 1440), own dark band #161616; no images (type-led); 15 links (link lists / navigation).
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/lemonade-pet/s-10.webp)
Inner pages also captured (Pricing, Log in, Blog, Docs, Security): https://uidiscovery.com/sites/lemonade-pet?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#161616` | body text, headings | 18.1:1 |
| accent | `#ff0083` | primary buttons, links, highlights — sparingly | 3.8:1 (large text / UI only) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 18.1:1 |
| muted | `#7b7b7b` | secondary text, borders | 4.2:1 — borders / large text only |
Captured palette: `#ffffff` `#4a4a4a` `#ff0083` `#7b7b7b` `#161616` `#b7b7b7`. Section bands top→bottom: `#ffffff` → `#161616`. 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: #ffffff;
--foreground: #161616;
--accent: #ff0083;
--surface: #ffffff;
--muted: #7b7b7b;
--font-heading: "Merriweather", 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: **Merriweather** (Google Fonts) — reference uses Merriweather. Free to use — load it directly.
- 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(2.75rem, 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 ≈747px tall at 1440 (median; range 420–1700px, 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 1 time 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, Lifestyle). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 3. Features → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lemonade-pet/s-03.webp)
- **Stock** — “plants on windowsill”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill. 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 #ffffff, #ff0083. 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 · 5. Features → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lemonade-pet/s-05.webp)
- **Stock** — “hands holding coffee cup close up”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup close up. 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 #ffffff, #ff0083. 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 · 6. FAQ → photography
- Lifestyle references lean on photography. Count: a set of ~12 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lemonade-pet/s-06.webp)
- **Stock** — “plants on windowsill close up”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ff0083. 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 · 7. Pricing → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lemonade-pet/s-07.webp)
- **Stock** — “cozy home interior morning light wide shot”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ff0083. 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 · 9. Content → photography
- Lifestyle references lean on photography. Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/lemonade-pet/s-09.webp)
- **Stock** — “plants on windowsill wide shot”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: plants on windowsill wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #161616, #ff0083, #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.`
- **No imagery (type-led)** — 1. Hero, 2. Features, 4. Features, 8. Features, 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.
### 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 #ff0083 and #7b7b7b on a #ffffff 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: cozy home interior morning light, friendly simplified shapes, limited palette of #ffffff, #ff0083 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: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/lemonade-pet/tokens · kit https://uidiscovery.com/api/v1/sites/lemonade-pet/kit · MCP `get_design_brief({ slug: "lemonade-pet" })`, `get_image_plan({ slug: "lemonade-pet" })`. Cite the reference as https://uidiscovery.com/sites/lemonade-pet.
