Carrot Fertility Brand Identity

A complete profile of Carrot Fertility's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #FE8D50
• secondary: #C2DBCC
• accent: #FE8D50
• background: #FFFFFF
• textPrimary: #0E0F11
• link: #FFF0E8

Typography

• primary: Aeonik — https://fonts.google.com/specimen/Aeonik
• heading: Aeonik — https://fonts.google.com/specimen/Aeonik

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• input: background=#FFFFFF, textColor=#0E0F11, borderColor=#CCCCCC, borderRadius=4px, shadow=none
• buttonPrimary: background=#FE8D50, textColor=#0E0F11, borderColor=#FE8D50, borderRadius=100px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#0E0F11, borderColor=#FE8D50, borderRadius=100px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: employers seeking fertility benefits

Carrot Fertility Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

• Careers at Carrot
  • Image:
  • Source: https://www.get-carrot.com/company/careers
• Fertility & Family-Forming Blog | Carrot
  • Image:
  • Source: https://www.get-carrot.com/blog
• Accolade Case Study | Carrot
  • Image:
  • Source: https://www.get-carrot.com/case-studies/accolade
• Fertility & Family-Forming Blog | Carrot
  • Image:
  • Source: https://www.get-carrot.com/blog
• What is IUI? A guide to intrauterine insemination
  • Image:
  • Source: https://www.get-carrot.com/en-gb/blog/what-is-iui-a-guide-to-intrauterine-insemination
• Barry's Case Study | Carrot
  • Image:
  • Source: https://www.get-carrot.com/case-studies/barrys

Working with these fonts

Not found on Google Fonts? Instructions that you can follow if you have permission to use the fonts:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each src: url(...) to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for response events whose Content-Type starts with font/, and write the body to disk. The CSS extraction step is the same.

Machine-Readable Profile

{
 "colorScheme": "light",
 "fonts": [
 {
 "family": "Aeonik",
 "role": "body"
 },
 {
 "family": "Materialicons",
 "role": "unknown"
 }
 ],
 "colors": {
 "primary": "#FE8D50",
 "secondary": "#C2DBCC",
 "accent": "#FE8D50",
 "background": "#FFFFFF",
 "textPrimary": "#0E0F11",
 "link": "#FFF0E8"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Aeonik",
 "heading": "Aeonik"
 },
 "fontStacks": {
 "heading": [
 "Aeonik",
 "sans-serif"
 ],
 "body": [
 "Aeonik",
 "sans-serif"
 ],
 "paragraph": [
 "Aeonik",
 "sans-serif"
 ]
 },
 "fontSizes": {
 "h1": "70px",
 "h2": "38px",
 "body": "18px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "8px"
 },
 "components": {
 "input": {
 "background": "#FFFFFF",
 "textColor": "#0E0F11",
 "borderColor": "#CCCCCC",
 "borderRadius": "4px",
 "borderRadiusCorners": {
 "topLeft": "4px",
 "topRight": "4px",
 "bottomRight": "4px",
 "bottomLeft": "4px"
 },
 "shadow": "none"
 },
 "buttonPrimary": {
 "background": "#FE8D50",
 "textColor": "#0E0F11",
 "borderColor": "#FE8D50",
 "borderRadius": "100px",
 "borderRadiusCorners": {
 "topLeft": "100px",
 "topRight": "100px",
 "bottomRight": "100px",
 "bottomLeft": "100px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#FFFFFF",
 "textColor": "#0E0F11",
 "borderColor": "#FE8D50",
 "borderRadius": "100px",
 "borderRadiusCorners": {
 "topLeft": "100px",
 "topRight": "100px",
 "bottomRight": "100px",
 "bottomLeft": "100px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": "https://cdn.prod.website-files.com/6650c95fdb98b33f3843d2ce/6650c95fdb98b33f3843d362_Carrot%20Logo_Wordmark_CarrotGrey.svg",
 "favicon": "https://cdn.prod.website-files.com/6650c95fdb98b33f3843d2ce/6650c95fdb98b33f3843d3d9_Favicon.svg",
 "ogImage": "https://cdn.prod.website-files.com/6650c95fdb98b33f3843d2ce/672920278209d223c9e42a50_Homepage.png",
 "logoHref": "/",
 "logoAlt": "Carrot Fertility"
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "employers seeking fertility benefits"
 },
 "designSystem": {
 "framework": "custom",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.95,
 "colors": 0.9,
 "overall": 0.925
 }
}