The Jade House brand
One mark, one red, one voice. Here is how we keep every house, every basket, and every page feeling like us.
The mark
A seal you can read across the room.
Our mark is the character 玉, jade, brushed in cream on a red seal. It borrows the feeling of a hand stamped chop: warm, tactile, and a little imperfect. It works as a full logo, a standalone tile, or a single app icon.
Give it room to breathe. Keep it on red or on cream. Never stretch it, recolor it, or add a drop shadow.
Palette
A warm, confident six.
Typography
Serif for soul, grotesque for clarity.
Used for headlines, taglines, and the wordmark. Warm, literary, a little old world.
Used for body, menus, and interface. Quiet, legible, and modern so the food can be loud.
Voice
We talk like a good host.
Warm
Like we are glad you came in. Never stiff, never salesy.
Plain
Short words, real sentences. We say what we mean.
Proud
We take dumplings seriously, and we are not shy about it.
Building blocks