Preview the prompt +
# Build brief — an original marketing website in the taste of Pizza Pilgrims
> Reference: https://www.pizzapilgrims.co.uk · UIDiscovery: https://uidiscovery.com/sites/pizza-pilgrims · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/pizza-pilgrims/full.png) · [scroll video](https://uidiscovery.com/media/captures/pizza-pilgrims/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Pizza Pilgrims — 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 Pizza Pilgrims: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Pizza Pilgrims'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
- Pizza Pilgrims (pizzapilgrims.co.uk): Food & Drink marketing website, light, colorful.
- 12 sections: Hero → Content → About → Content → About → Content → About → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈777px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (Pizza Pilgrims). Imagery: mostly photography, some 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. Compact band (251px at 1440), page background; no images (type-led); primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “IN CRUST WE TRUST”
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (192px at 1440), own light band #00cc00; 14 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-02.webp) · imagery: slot 2
### 3. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. About one full screen (1073px at 1440), own dark band #00572e; 15 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): “OUR PIZZA”
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (845px at 1440), own dark band #00572e; 9 images/icons (a set of cards or a small gallery); 7 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “WHAT'S ON”
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-04.webp) · imagery: slot 4
### 5. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. About one full screen (1111px at 1440), own dark band #00572e; 4 images/icons (a set of cards or a small gallery); 5 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 PILGRIMAGE”
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-05.webp) · imagery: slot 5
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.6 screens (1410px at 1440), own dark band #00572e; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-06.webp) · imagery: slot 6
### 7. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. Half to one screen (757px at 1440), page background; 1 image/graphic; 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): “OUR IMPACT”
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-07.webp) · imagery: slot 7
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (197px at 1440), page background; no images (type-led); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “THE GREATEST HITS”
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-08.webp)
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (777px at 1440), page background; 10 images/icons (a set of cards or a small gallery); 8 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-09.webp) · imagery: slot 8
### 10. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Tall, ≈1.7 screens (1503px at 1440), page background; 21 image elements (photo collage/gallery + small graphics); one primary button.
- Slots: Headline (~14 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “DO YOU LOVE PIZZA AND WANT TO BE PAID FOR YOUR PASSION? WE CAN HELP WITH THAT!”
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-10.webp)
### 11. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (222px at 1440), own dark band #00572e; no images (type-led); form with 3 fields, one primary button.
- Slots: Headline; One sentence of support; One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-11.webp)
### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (213px at 1440), own dark band #003019; 2 image/graphics; 8 text links instead of buttons.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/pizza-pilgrims/s-12.webp)
Inner pages also captured (Customers, Careers, Contact): https://uidiscovery.com/sites/pizza-pilgrims?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#003019` | body text, headings | 14.6:1 |
| accent | `#00cc00` | primary buttons, links, highlights — sparingly | 2.2:1 ⚠ not for text; use as a fill with #111111 text (8.7:1) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 14.6:1 |
| muted | `#00572e` | secondary text, borders | 8.7:1 |
Captured palette: `#ffffff` `#003019` `#00cc00` `#00572e` `#3c3c3b`. Section bands top→bottom: `#ffffff` → `#00cc00` → `#00572e` → `#003019`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, natural, earthy) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #003019;
--accent: #00cc00;
--surface: #ffffff;
--muted: #00572e;
--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 Pizza Pilgrims. “Pizza Pilgrims” 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 ≈777px tall at 1440 (median; range 192–1503px, 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 5 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
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. 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 8 section screenshots: mostly **photography**, some typography with little or no imagery (light, natural, earthy, Food & Drink). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (food, pizza, meat). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/pizza-pilgrims/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. Natural, earthy colour grade that sits on #ffffff, #00cc00. 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
- Photography, seen in the capture (food, pizza). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pizza-pilgrims/s-02.webp)
- **Stock** — “restaurant interior warm evening”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening?orientation=portrait) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening/?orientation=vertical)
- **Generate** — `Photograph: restaurant interior warm evening. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #00cc00, #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 3 · 3. About → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~15 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pizza-pilgrims/s-03.webp)
- **Stock** — “fresh ingredients on linen”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen?orientation=portrait) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen/?orientation=vertical)
- **Generate** — `Photograph: fresh ingredients on linen. Composition: candid, documentary feel. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #00572e, #00cc00, #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 4 · 4. Content → photography
- Food & Drink references lean on photography. Count: a set of ~9 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pizza-pilgrims/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=portrait) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: plated dish overhead natural light close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #00572e, #00cc00, #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 5 · 5. About → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pizza-pilgrims/s-05.webp)
- **Stock** — “restaurant interior warm evening close up”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: restaurant interior warm evening close up. Composition: candid, documentary feel. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #00572e, #00cc00, #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 · 6. Content → photography
- Photography, seen in the capture (food, pizza). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pizza-pilgrims/s-06.webp)
- **Stock** — “fresh ingredients on linen close up”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: fresh ingredients on linen close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #00572e, #00cc00, #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 7 · 7. About → photography
- Food & Drink references lean on photography. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pizza-pilgrims/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: candid, documentary feel. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #00cc00. 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 8 · 9. Content → photography
- Photography, seen in the capture (food, pizza). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/pizza-pilgrims/s-09.webp)
- **Stock** — “fresh ingredients on linen wide shot”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: fresh ingredients on linen wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #00cc00. 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)** — 8. Content, 11. Call to action: 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** — 12. 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 #00cc00 and #00572e on a #ffffff background. Lighting: soft natural daylight, airy and high-key; natural, earthy 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 #ffffff, #00cc00 plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy 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/pizza-pilgrims/tokens · kit https://uidiscovery.com/api/v1/sites/pizza-pilgrims/kit · MCP `get_design_brief({ slug: "pizza-pilgrims" })`, `get_image_plan({ slug: "pizza-pilgrims" })`. Cite the reference as https://uidiscovery.com/sites/pizza-pilgrims.
