Brand & Press Kit
Everything you need to understand, represent, and work with MUTTS. Color, type, illustration, voice — it's all here.
01 — Color
02 — Typography
Primary — Display
The headline font. Bold, bubbly, unmistakably MUTTS. Used for all major headings, flavor names, section titles, and the wordmark.
Secondary — Body
The body font. Warm, handwritten energy without being hard to read. Used for all body copy, descriptions, labels, and captions.
03 — Illustrations
The MUTTS illustration system features a diverse cast of characters — different ages, body types, ethnicities, and styles — all united by one thing: ice cream. These characters are the heart of the brand and should always feel joyful, expressive, and inclusive.
04 — Voice & Tone
MUTTS is friendly and inviting, but never over-the-top sweet. We talk like a person, not a brand. No exclamation points on everything. Genuine warmth over performed enthusiasm.
Flavor is biography. We talk about food through the lens of culture, memory, and identity. We celebrate difference without tokenizing it. Every story is worth telling.
We know we make exceptional ice cream. We don't need to shout it. Our work speaks. Short sentences. Direct language. No fluff. Let the product and the stories do the heavy lifting.
We take ice cream seriously but we don't take ourselves too seriously. Unexpected word choices, a little irreverence, humor that comes from the brand's actual perspective — not trying to be funny.
05 — Messaging
06 — Guidelines
Use the full illustration system — characters give the brand warmth and personality that words alone can't.
Lead with the "why." Every flavor, event, and post should pull from something real — a memory, a heritage, a feeling.
Use Near Black (#231F20) as the primary dark — it matches the illustration outlines and feels warmer than pure black.
Keep copy short and direct. Punchy sentences over long paragraphs.
Use Cream (#FCF1D7) as the default background — it's warmer and more distinct than white.
Don't stretch, distort, or recolor the MUTTS wordmark or illustrations.
Don't use pure white (#FFFFFF) as a background — it flattens the brand's warmth.
Don't use corporate or sterile language. MUTTS is not a chain. Every word should feel like a person wrote it.
Don't use fonts outside of TropiLand and Delius in brand materials.
Don't overcrowd layouts. White space (cream space) is part of the brand language.
07 — Applications
@muttsforeverybody. Warm, personal captions. Product shots, flavor stories, and community moments. Always lead with tagline energy: a scoop for every story.
Custom flavor menus per event. Characters on cups and packaging. Cream as the base for all printed materials. Flavor names in TropiLand, descriptions in Delius.
The whole moment, on-brand: custom cart, cups, and packaging in the client's palette, flavors built around their identity. Designed to be photographed and shared. MUTTS stays warm but the client experience leads.
Always use SVG or PDF source files for print. Minimum wordmark size: 1.5" wide. Use the full color palette — MUTTS should never look monochrome in print.
muttsicecream.com. TropiLand and Delius fonts embedded. CSS variables for all color references. Cream background default. Characters always present on key pages.
Characters front and center. Clear flavor storytelling. Cream or Near Black as the base. Never compromise on legibility. Flavor names always in TropiLand.