HEH Providence
A comprehensive design language for Singapore's most reliable F&B wholesale partner. Built for trust, efficiency, and modern logistics.
1. Brand Foundations
The core principles that drive our visual and verbal identity.
Reliability First
We are the backbone of F&B kitchens. If we don't deliver, they can't cook. We are always on time, every time.
Supply Consistency
Quality produce isn't a luxury; it's a standard. We maintain strict quality control from farm to kitchen door.
Business Focused
We speak the language of profit, margins, and efficiency. No fluff, just solid business partnership.
Voice & Tone
"Your supply chain, optimized for efficiency." (Direct, Professional)
"Yummy veggies for your tummy!" (Too playful, childish)
Messaging Pillars
- 99.9% Fulfillment Rate
- Island-wide Cold Chain Logistics
- Premium Sourcing Network
2. Logo System
Geometric, structural, and balanced. Inspired by crates and organized logistics.
Clear Space
Keep 1x height clear around logo.
Min Size
Digital: 24px height
Print: 10mm height
3. Color System
Derived from nature but grounded in business. Deep greens for trust, sage for growth, lime for vitality.
Primary Palette
Providence Dark
#0D2818
Headings, Footer, Text
Forest Green
#254E38
Primary Brand Color
Leaf Mid
#4A7C59
Secondary Interactions
Fresh Lime
#7ABD3E
Highlights, CTAs
Sage Mist
#D2DCC7
Backgrounds, Cards
Functional & Semantic
Alert Red
#D92D2D
Info Blue
#2563EB
Off White
#F4F7F2
Neutral Black
#111827
4. Typography
Primary typeface: Manrope. Modern, grotesque sans-serif with excellent legibility for data-heavy B2B contexts.
Display H1
Supply Chain Optimized
Manrope ExtraBold 800 / 48px
Heading H2
Premium Wholesale
Manrope Bold 700 / 36px
Heading H3
Logistics Partners
Manrope Bold 700 / 24px
Body Text
Our logistics network spans the entire island, ensuring that fresh produce reaches your kitchen within hours of harvest. We utilize state-of-the-art cold chain technology to maintain optimal temperature.
Manrope Regular 400 / 16px / 1.6 Line Height
Buttons & Labels
5. Layout & Spacing
A strict 4px baseline grid. Modular, rounded block layouts.
Spacing Scale
Card Border Radius
Use larger radius for container cards, smaller for internal elements.
6. Iconography
Clean, stroke-based icons. 2px stroke width. Slightly rounded terminals.
7. UI Components
Interactive elements designed for utility and clarity.
Buttons
Form Elements
Tags & Pills
Component: Product Card
Organic Carrots
Origin: Cameron Highlands
8. Imagery Style
Moody, textural, and authentic. High contrast with deep shadows to emphasize quality.
Art Direction: "From the Earth"
Natural lighting from one side. Deep shadows. Rich textures of baskets, soil, and leaves.
Natural Textures
Show the burlap sacks, the wooden crates, and the dirt on the roots. Authenticity builds trust.
Human Element
Hands holding produce imply care and selection. Avoid full faces; focus on the action of work.
No Sterile Studios
Avoid bright white backgrounds that look like supermarket stock photos. Keep it moody and rich.
10. Brand Application
Real-world usage examples.
The Backbone of Your Kitchen.
Reliable wholesale supply chain solutions for F&B businesses that demand consistency.
Fleet operating at 100% capacity
Alex Tan
Logistics Director
+65 9123 4567
alex@hehprovidence.sg
HEHPROVIDENCE.SG
9. Social Templates
Modular grid layouts for Instagram and LinkedIn.
Trusted By
99.9%
F&B Industry
"It's about
Business,
Not Just Vegetables."
John Doe
CEO, HEH