Preview the prompt +
# Build brief — an original marketing website in the taste of Van Leeuwen
> Reference: https://vanleeuwenicecream.com · UIDiscovery: https://uidiscovery.com/sites/van-leeuwen · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/van-leeuwen/full.webp) · [scroll video](https://uidiscovery.com/media/captures/van-leeuwen/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Van Leeuwen — 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 Van Leeuwen: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Van Leeuwen'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
- Van Leeuwen (vanleeuwenicecream.com): Food & Drink marketing website, light.
- 6 sections: Hero → Statement → Features → Footer.
- Spacing: about a screen per idea (median section ≈723px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: one family (Sofia Pro). Imagery: mostly 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 (723px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “MANGO STICKY RICE”
- [Screenshot](https://uidiscovery.com/media/captures/van-leeuwen/s-01.webp) · imagery: slot 1
### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (226px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “GOOD NEWS: OUR SCOOP SHOPS ARE OPEN”
- [Screenshot](https://uidiscovery.com/media/captures/van-leeuwen/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 (757px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~14 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “LOOKING FOR THE GOOD STUFF? YOU’RE GETTING WARMER. AND BY WARMER WE MEAN COLDER.”
- [Screenshot](https://uidiscovery.com/media/captures/van-leeuwen/s-03.webp) · imagery: slot 2
### 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 (680px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “GOODNESS COMES IN ALL FLAVORS.”
- [Screenshot](https://uidiscovery.com/media/captures/van-leeuwen/s-04.webp) · imagery: slot 3
### 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 (729px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “NOW SCOOPING HONEYCOMB”
- [Screenshot](https://uidiscovery.com/media/captures/van-leeuwen/s-05.webp) · imagery: slot 4
### 6. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (472px at 1440), own light band #ecd5e0; 4 images/icons (a set of cards or a small gallery); 19 buttons (tabs, toggles or per-card actions), 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): “FOOTER”
- [Screenshot](https://uidiscovery.com/media/captures/van-leeuwen/s-06.webp)
Inner pages also captured (Product, About, Shop, Security): https://uidiscovery.com/sites/van-leeuwen?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f9f3e4` | page background | — |
| foreground | `#000000` | body text, headings | 19.0:1 |
| accent | `#000000` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#a5e6d9` | secondary text, borders | 1.3:1 — borders / large text only |
Captured palette: `#f9f3e4` `#ecd5e0` `#212529` `#a5e6d9` `#ffffff` `#000000`. Section bands top→bottom: `#f9f3e4` → `#ecd5e0`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #f9f3e4;
--foreground: #000000;
--accent: #000000;
--surface: #ffffff;
--muted: #a5e6d9;
--font-heading: "DM Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "DM Sans", 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: **DM Sans** (Google Fonts) — reference uses Sofia Pro. “Sofia Pro” is a licensed face — use DM Sans (or Plus Jakarta Sans) as the free stand-in, or license the original.
- 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 ≈723px tall at 1440 (median; range 226–757px, 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 4 section screenshots: mostly **photography** (light, neutral, desaturated, Food & Drink). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (dessert, food, frozen dessert). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/van-leeuwen/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. Neutral, desaturated colour grade that sits on #f9f3e4, #000000, #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 · 3. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/van-leeuwen/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. Neutral, desaturated colour grade that sits on #f9f3e4, #000000, #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 3 · 4. Features → photography
- Photography, seen in the capture (food, dessert, frozen dessert). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/van-leeuwen/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: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f9f3e4, #000000, #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 · 5. Features → photography
- Photography, seen in the capture (food, dessert, frozen dessert). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/van-leeuwen/s-05.webp)
- **Stock** — “restaurant interior warm evening close up”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f9f3e4, #000000, #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.`
- **No imagery (type-led)** — 2. Statement: 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** — 6. 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 #a5e6d9 and #ffffff on a #f9f3e4 background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated 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 #f9f3e4, #000000, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated 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/van-leeuwen/tokens · kit https://uidiscovery.com/api/v1/sites/van-leeuwen/kit · MCP `get_design_brief({ slug: "van-leeuwen" })`, `get_image_plan({ slug: "van-leeuwen" })`. Cite the reference as https://uidiscovery.com/sites/van-leeuwen.
