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# Build brief — an original marketing website in the taste of Vinebox
> Reference: https://getvinebox.com · UIDiscovery: https://uidiscovery.com/sites/vinebox · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/vinebox/full.webp) · [scroll video](https://uidiscovery.com/media/captures/vinebox/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Vinebox — 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 Vinebox: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Vinebox'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
- Vinebox (getvinebox.com): Food & Drink marketing website, light, serif.
- 12 sections: Hero → Content → Features → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈538px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: Playfair Display headings over Nunito Sans 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. Half to one screen (588px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “12 Nights of Wine”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (360px at 1440), page background; no images (type-led); one primary button.
- Slots: Heading (~13 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “THE wine experience of the holiday season is here, and they'll go fast!”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-02.webp)
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (189px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Monthly Vinebox Tastings”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-03.webp)
### 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 (721px at 1440), page background; 3 image/graphics; one primary button; 3 headings → ~2 items under a title.
- 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): “ONE BOX”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-04.webp) · imagery: slot 2
### 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 (441px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Every glass could be your next favorite.”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-05.webp) · imagery: slot 3
### 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. Half to one screen (748px at 1440), page background; 11 images/icons (a set of cards or a small gallery); form with 12 fields, 8 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~6 words, like the reference); 9 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Tailgate Toast - September Tasting Experience”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-06.webp) · imagery: slot 4
### 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 (706px 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): “Vinebox Subscriptions”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-07.webp) · imagery: slot 5
### 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 (538px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 8 text links instead of buttons; 5 headings → ~4 items under a title.
- Slots: Section title (~11 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “The perfect gifts for everyone on your wish (and wine) list:”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-08.webp)
### 9. 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 (588px 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): “Tasting with Friends?”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-09.webp)
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (196px at 1440), page background; 1 image/graphic; form with 4 fields, one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/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 (205px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Headline (~3 words, like the reference); One sentence of support; Primary action.
- Topic (tone/length only — never reuse): “Need a hand?”
- [Screenshot](https://uidiscovery.com/media/captures/vinebox/s-11.webp)
### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (344px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 11 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/vinebox/s-12.webp)
Inner pages also captured (Product, Customers, Blog, Shop, Security): https://uidiscovery.com/sites/vinebox?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#fcfcfc` | page background | — |
| foreground | `#000506` | body text, headings | 20.0:1 |
| accent | `#000506` | 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 20.5:1 |
| muted | `#0c0d0d` | secondary text, borders | 19.0:1 |
Captured palette: `#fcfcfc` `#000506` `#0c0d0d` `#ffffff`. 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: #fcfcfc;
--foreground: #000506;
--accent: #000506;
--surface: #ffffff;
--muted: #0c0d0d;
--font-heading: "Playfair Display", ui-sans-serif, system-ui, sans-serif;
--font-body: "Nunito 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: **Playfair Display** (Google Fonts) — reference uses Playfair Display. Free to use — load it directly.
- Body: **Nunito Sans** (Google Fonts) — reference uses Nunito Sans. Free to use — load it directly.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈538px tall at 1440 (median; range 189–748px, 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. One continuous background — separate sections with space and type, not colour bands. 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 9 section screenshots: mostly **typography with little or no imagery**, some 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 (tool, cosmetic tool, drink). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/vinebox/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 #fcfcfc, #000506, #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 · 4. Features → photography
- Photography, seen in the capture (drink, liquid, wine). (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/vinebox/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 #fcfcfc, #000506, #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 · 5. Features → photography
- Food & Drink references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/vinebox/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 #fcfcfc, #000506, #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 · 6. Features → photography
- Food & Drink references lean on photography. Count: a set of ~11 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/vinebox/s-06.webp)
- **Stock** — “fresh ingredients on linen close up”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen 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 #fcfcfc, #000506, #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 5 · 7. Features → photography
- Photography, seen in the capture (tableware, utensil, drinking glass). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/vinebox/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=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural light wide shot. 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 #fcfcfc, #000506, #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. Content, 3. Content, 8. Features, 9. Features, 10. 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 #0c0d0d and #ffffff on a #fcfcfc 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 #fcfcfc, #000506, #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/vinebox/tokens · kit https://uidiscovery.com/api/v1/sites/vinebox/kit · MCP `get_design_brief({ slug: "vinebox" })`, `get_image_plan({ slug: "vinebox" })`. Cite the reference as https://uidiscovery.com/sites/vinebox.
