Brand colors, typography direction, component recommendations, and the changes we suggest for a cohesive Streamline identity that signals professional authority.
Streamline Pet Solutions sits at the intersection of professional operations and the warmth of animal care. The visual system needs to do two things simultaneously: communicate that this is serious business infrastructure (for the B2B sale) while feeling approachable and purpose-built for the grooming world (for the direct consumer sale).
The current site uses generic light-blue and white — neutral enough to not offend, but also not memorable. The direction below builds a more distinctive system around a warm forest green primary (professional authority), deep cream neutrals (warmth, approachability), and a gold accent (premium positioning, expertise).
The current site's blue reads as generic service-business default. MoeGo, Gingr, and DaySmart Pet all use blue. Green is the primary brand differentiator in grooming (the natural world, the dog's environment) and is currently unclaimed at the premium end. The gold accent creates a premium signal that commands higher price perception.
Two typefaces, clearly separated by role:
Fraunces is a "wonky" display serif with warmth and personality. It reads as expert and approachable simultaneously — far from the stiff corporate serif. Free on Google Fonts.
The site currently uses a generic system font stack. To implement the typography direction, these changes are needed in the Customizer or child theme:
| Element | Current state | Recommendation | Priority |
|---|---|---|---|
| Primary CTA color | Generic blue (#007cba) | Replace with Forest (#2D5016) | P1 — This week |
| Logo / wordmark | No visible logo on live site | Add wordmark in Forest + Harvest combo | P1 — This week |
| Price display | Plain text, no visual weight | Large Fraunces serif price + Harvest color | P2 — Redesign |
| Hero headline font | System font, heavy | Fraunces, opsz 72, weight 700 | P2 — Redesign |
| Background | White throughout | Cream (#F8F3E8) sections alternating with white | P2 — Redesign |
| Product card design | Plain WooCommerce default | Custom card with category badge, SOP count, anchor CTA | P3 — Phase 2 |
| Favicon | Default WordPress | Streamline mark in Forest, 32x32 SVG | P3 — Phase 2 |
The current site copy reads as uncertain in places — hedging, explaining itself, qualifying the value. Streamline has earned authority from 12 years of operational experience. The copy should reflect that.
The full website mockup (live in your portal) applies this design system to the homepage, shop page, and about page. View it to see the system in context before committing to the full redesign scope.