Territory Foods — Healthy Meal Delivery

# Build brief — an original marketing website in the taste of Territory Foods

> Reference: https://www.territoryfoods.com · UIDiscovery: https://uidiscovery.com/sites/territory-foods · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/territory-foods/full.webp) · [scroll video](https://uidiscovery.com/media/captures/territory-foods/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Territory Foods — 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 Territory Foods: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Territory Foods'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
- Territory Foods (territoryfoods.com): Food & Drink marketing website, dark.
- 10 sections: Hero → Features → Content → Features → Logo cloud → Features → Call to action → Footer.
- Spacing: short, dense bands (median section ≈442px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Elizeth). 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. Half to one screen (623px at 1440), own light band #f7f6f4; no images (type-led); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; One primary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “Discover healthy meals delivered fresh”
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/s-01.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 (432px at 1440), own light band #ffffff; 2 image/graphics; 4 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Eat well without the effort”
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/s-02.webp) · imagery: slot 2

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (636px at 1440), own light band #ffffff; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Crafted with care by chefs in your community”
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/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. Compact band (393px at 1440), own light band #ffffff; 2 image/graphics; one primary button.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Because delicious is the most important macro”
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/s-04.webp) · imagery: slot 4

### 5. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (395px at 1440), own light band #ffffff; 5 images/icons (a set of cards or a small gallery); 5 text links instead of buttons.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/s-05.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. About one full screen (816px at 1440), own light band #ffffff; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~11 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Food that’s good for your body and easy on your mind”
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/s-06.webp) · imagery: slot 5

### 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 (425px at 1440), own light band #ffffff; 6 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~4 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Our recipe for success”
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/s-07.webp) · imagery: slot 6

### 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 (582px at 1440), own light band #ffffff; 16 image elements (photo collage/gallery + small graphics); 3 text links instead of buttons.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Our food, unfiltered”
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/s-08.webp) · imagery: slot 7

### 9. 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 (442px at 1440), own light band #ffffff; 2 image/graphics; one primary button.
- Slots: Headline (~11 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Explore our menu of healthy and locally made meals delivered fresh.”
- [Screenshot](https://uidiscovery.com/media/captures/territory-foods/s-09.webp) · imagery: slot 8

### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (341px at 1440), own dark band #333335; 3 image/graphics; inline form (1 field, e.g. email capture), one primary button, 18 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/territory-foods/s-10.webp)

Inner pages also captured (Product, About, Sign up, Log in, Blog, Contact): https://uidiscovery.com/sites/territory-foods?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#212121` | page background | — |
| foreground | `#ffffff` | body text, headings | 16.1:1 |
| accent | `#e84f36` | primary buttons, links, highlights — sparingly | 4.3:1 (large text / UI only) |
| surface | `#333335` | cards, inputs, alternate bands | text on it 12.6:1 |
| muted | `#606060` | secondary text, borders | 2.6:1 — borders / large text only |

Captured palette: `#212121` `#ffffff` `#f7f6f4` `#333335` `#606060` `#e84f36`. Section bands top→bottom: `#f7f6f4` → `#ffffff` → `#333335`. 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: #212121;
  --foreground: #ffffff;
  --accent: #e84f36;
  --surface: #333335;
  --muted: #606060;
  --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 Elizeth. “Elizeth” 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 ≈442px tall at 1440 (median; range 341–816px, captures cap at 1700px) — short, dense bands. Start with 64–80px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 2 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.

## 6. Imagery plan

Measured from 9 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Food & Drink). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (tableware, utensil, fork). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/territory-foods/s-01.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: 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 #f7f6f4, #e84f36, #333335. 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. Features → photography
- Photography, seen in the capture (tableware, utensil, plate). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/territory-foods/s-02.webp)
- **Stock** — “restaurant interior warm evening dark”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20dark/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening. 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, #e84f36, #333335. 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 · 3. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/territory-foods/s-03.webp)
- **Stock** — “fresh ingredients on linen dark”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20dark/?orientation=vertical)
- **Generate** — `Photograph: fresh ingredients on linen. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #e84f36, #333335. 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. Features → photography
- Photography, seen in the capture (people, adult, utensil). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/territory-foods/s-04.webp)
- **Stock** — “plated dish overhead natural light close up dark”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light 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, #e84f36, #333335. 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 · 6. Features → photography
- Photography, seen in the capture (tableware, utensil, plate). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/territory-foods/s-06.webp)
- **Stock** — “fresh ingredients on linen close up dark”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen 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, #e84f36, #333335. 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 · 7. Features → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/territory-foods/s-07.webp)
- **Stock** — “plated dish overhead natural light wide shot dark”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light wide shot. 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, #e84f36, #333335. 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 7 · 8. Features → photography
- Photography, seen in the capture (people, adult, utensil). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/territory-foods/s-08.webp)
- **Stock** — “restaurant interior warm evening wide shot dark”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening wide shot. 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, #e84f36, #333335. 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 8 · 9. Call to action → photography
- Photography, seen in the capture (tableware, utensil, fork). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/territory-foods/s-09.webp)
- **Stock** — “fresh ingredients on linen wide shot dark”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #e84f36, #333335. 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.`

- **Logos** — 5. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
- **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 #e84f36 and #606060 on a #212121 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 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 #f7f6f4, #e84f36, #333335 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/territory-foods/tokens · kit https://uidiscovery.com/api/v1/sites/territory-foods/kit · MCP `get_design_brief({ slug: "territory-foods" })`, `get_image_plan({ slug: "territory-foods" })`. Cite the reference as https://uidiscovery.com/sites/territory-foods.