Preview the prompt +
# Build brief — an original marketing website in the taste of Proteinbolaget
> Reference: https://proteinbolaget.se · UIDiscovery: https://uidiscovery.com/sites/proteinbolaget · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/proteinbolaget/full.webp) · [scroll video](https://uidiscovery.com/media/captures/proteinbolaget/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Proteinbolaget — 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 Proteinbolaget: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Proteinbolaget'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
- Proteinbolaget (proteinbolaget.se): Health & Fitness marketing website, dark, colorful.
- 10 sections: Hero → Content → Showcase → Features → Content → Features → Content → Showcase → Footer.
- Spacing: about a screen per idea (median section ≈652px).
- Hero headline: 9 words — a full sentence; keep yours to one thought.
- Type: one family (Geist). 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. About one full screen (806px at 1440), own light band #ffffff; 20 image elements (photo collage/gallery + small graphics); 9 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~9 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Njut av hösten med Clean Flak från 289 kr”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (644px at 1440), own light band #f0eeeb; 160 image elements (photo collage/gallery + small graphics); 27 buttons (tabs, toggles or per-card actions), 13 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): “Bästsäljare”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-02.webp) · imagery: slot 2
### 3. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (880px at 1440), own light band #ffffff; 9 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Har du hittat din favorit än? Flak från 369 kr”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-03.webp) · imagery: slot 3
### 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 (644px at 1440), own light band #f0eeeb; 114 image elements (photo collage/gallery + small graphics); 24 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Golden Deals”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-04.webp) · imagery: slot 4
### 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. About one full screen (883px at 1440), own light band #ffffff; 3 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): “Släpp lös monstret”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-05.webp) · imagery: slot 5
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1691px at 1440), page background; 109 image elements (photo collage/gallery + small graphics); 17 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): “Nytt & Hett”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-06.webp) · imagery: slot 6
### 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. Compact band (325px at 1440), own light band #ffffff; 3 image/graphics; 3 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Om Proteinbolaget”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (615px at 1440), own light band #ffffff; 10 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): “Proteinbolaget Magazine”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-08.webp)
### 9. 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 (652px at 1440), own light band #ffffff; 14 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Våra kunder älskar oss!”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-09.webp) · imagery: slot 7
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (315px at 1440), own light band #f0eeeb; 6 images/icons (a set of cards or a small gallery); 20 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “KUNDSERVICE”
- [Screenshot](https://uidiscovery.com/media/captures/proteinbolaget/s-10.webp)
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#1c1c1c` | page background | — |
| foreground | `#ffffff` | body text, headings | 17.0:1 |
| accent | `#ff0000` | primary buttons, links, highlights — sparingly | 4.3:1 (large text / UI only) |
| surface | `#1c1c1c` | cards, inputs, alternate bands | text on it 17.0:1 |
| muted | `#ff7043` | secondary text, borders | 6.2:1 |
Captured palette: `#1c1c1c` `#ff7043` `#ffffff` `#f0eeeb` `#ff0000`. Section bands top→bottom: `#ffffff` → `#f0eeeb` → `#1c1c1c`. 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: #1c1c1c;
--foreground: #ffffff;
--accent: #ff0000;
--surface: #1c1c1c;
--muted: #ff7043;
--font-heading: "Geist", ui-sans-serif, system-ui, sans-serif;
--font-body: "Geist", 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: **Geist** (Google Fonts) — reference uses Geist. 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 ≈652px tall at 1440 (median; range 315–1691px, 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
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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 4 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Health & Fitness). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Health & Fitness references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/proteinbolaget/s-01.webp)
- **Stock** — “calm person meditating daylight dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #ff0000, #1c1c1c. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. 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 (container, carton). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/proteinbolaget/s-02.webp)
- **Stock** — “runner at sunrise dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20dark/?orientation=vertical)
- **Generate** — `Photograph: runner at sunrise. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #f0eeeb, #ff0000, #1c1c1c. 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. Showcase → photography
- Photography, seen in the capture (container, bottle). (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/proteinbolaget/s-03.webp)
- **Stock** — “healthy breakfast bowl dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20dark/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #ff0000, #1c1c1c. 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 · 4. Features → photography (uncertain)
- Health & Fitness references lean on photography; 114 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/proteinbolaget/s-04.webp)
- **Stock** — “calm person meditating daylight close up dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight 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 #f0eeeb, #ff0000, #1c1c1c. 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 · 5. Features → photography
- Health & Fitness references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/proteinbolaget/s-05.webp)
- **Stock** — “runner at sunrise close up dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise 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 #ffffff, #ff0000, #1c1c1c. 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 6 · 6. Content → photography (uncertain)
- Health & Fitness references lean on photography; 109 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/proteinbolaget/s-06.webp)
- **Stock** — “healthy breakfast bowl close up dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-close-up-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20close%20up%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20close%20up%20dark/?orientation=vertical)
- **Generate** — `Photograph: healthy breakfast bowl close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #1c1c1c, #ff0000. 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 · 9. Showcase → photography
- Health & Fitness references lean on photography. Count: a set of ~14 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/proteinbolaget/s-09.webp)
- **Stock** — “healthy breakfast bowl wide shot dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl wide shot. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #ff0000, #1c1c1c. 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)** — 7. Features, 8. 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** — 10. 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 #ff0000 and #ff7043 on a #1c1c1c 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 16:9. 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: calm person meditating, friendly simplified shapes, limited palette of #ffffff, #ff0000, #1c1c1c plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“wellness flat illustration” on Unsplash](https://unsplash.com/s/photos/wellness-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/proteinbolaget/tokens · kit https://uidiscovery.com/api/v1/sites/proteinbolaget/kit · MCP `get_design_brief({ slug: "proteinbolaget" })`, `get_image_plan({ slug: "proteinbolaget" })`. Cite the reference as https://uidiscovery.com/sites/proteinbolaget.
