Shelf Brand Identity

A complete profile of Shelf's visual system — colors, typography, components, and personality — extracted from https://shelfpay.in. Built for designers, agents, and AI tools.

• Page: https://characterquilt.com/branding/shelf
• Machine-readable JSON: https://characterquilt.com/branding/shelf.json
• Per-page llms.txt: https://characterquilt.com/branding/shelf/llms.txt

Quick Facts

Color Palette

• primary: #375CDC
• secondary: #FDB744
• accent: #375CDC
• background: #000000
• textPrimary: #000000
• link: #0000EE

Typography

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

Visual Assets

• Logo: https://framerusercontent.com/images/LKCrG9CKVgkWBsq35sJbuGZEic.png
• Favicon: https://framerusercontent.com/images/Eang3MDSdClhVGxv44QKLJ2lAU.png
• Social card (og:image): https://framerusercontent.com/assets/eHlW4OGZddLCDhhuGqzU0EfI.png

UI Components

• buttonPrimary: background=#375CDC, textColor=#0000EE, borderRadius=64px, shadow=none
• buttonSecondary: background=#191919, textColor=#0000EE, borderRadius=12px, shadow=none

Brand Personality

Tone: modern · Energy: high · Audience: young professionals and tech-savvy users in India

Shelf Brand in the Wild

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

• Shelf: Shared Payments App
  • Image: https://framerusercontent.com/images/c8gcS46kbugNfdpDI39tlRHMGV4.jpg
  • Source: https://shelfpay.in/flatmates
• Shelf: India's 1st shared payments app
  • Image: https://framerusercontent.com/images/KI6Ap9fP3kMwh4zazSK422CHw1M.png
  • Source: https://shelfpay.in/card
• Shelf: India's 1st shared payments app
  • Image: https://framerusercontent.com/images/ehJG3PWRzKXxk03EPc9Yvw40U.png
  • Source: https://shelfpay.in/card
• Shelf: Shared Payments App
  • Image: https://framerusercontent.com/images/ZqrKejA576O9qNCoMpA6qp9FXWg.png
  • Source: https://shelfpay.in/migration-info
• Shelf: India's 1st shared payments app
  • Image: https://framerusercontent.com/images/V0LKYR0ZAIzsyoymKxu8HqpeNo.png
  • Source: https://shelfpay.in/about
• Shelf: India's 1st shared payments app
  • Image: https://framerusercontent.com/images/EQoujcVhwyvN7BQwcGyZnBbuoo.png
  • Source: https://shelfpay.in/card

Working with these fonts

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

CharacterQuilt.com suggests this flow that can help:

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.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.