PlatewiseBrand guidelines · v1.0Design system →
Platewise

Brand guidelines for the calorie counter that works from a photo.

Platewise, Inc.Brand guidelines · v1.0October 2026Identity by Initiative Studio
01 / Story

Snap your plate.
Know every calorie.

Counting calories used to mean weighing food and searching databases. Platewise turns it into one photo. The name says the promise: the plate in front of you, and the wisdom to eat it well. The brand has to feel as easy as the product.

For people who want to eat better without weighing their food, Platewise is the calorie counter that works from a photo.

Fresh

A clean kitchen in daylight. White space, real food, colour that comes from the plate.

Not clinical or diet-culture pastel.

Clear

Every number has a unit. 140 g, ¾ cup, 367 kcal. Never “a portion” or “about right”.

Not vague or hedging.

Encouraging

We celebrate habits kept and goals hit. Food is never good or bad, and nobody is ever guilty.

Not preachy, guilt-tripping or saccharine.

Smart

The AI does the hard part quietly and shows its working when you ask.

Not techy, hyped or show-offy.
03 / Colour

A white kitchen.
One green. A squeeze of lime.

White and Ink do most of the work. Green means go: the logo, progress and every action. Lime is the highlight, used for one word or one number at a time. The food brings the rest of the colour. Click any swatch to copy its hex.

Macros, always the same

Usage ratio

Lime stays under 3% of any surface. Macro colours appear only inside data. CMYK values are a starting point: proof before print.

04 / Typography

One family, turned up to 800.

Plus Jakarta Sans is friendly, round and made for screens. It carries headlines, interface and body. Personality comes from weight and tight tracking at display sizes, not from a second face.

Ag

Plus Jakarta Sans · 400 to 800 · OFL

400500600700800

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 · ½ ¾ g kcal %

Know every calorie.

Headline: 800, −4.5% tracking. One highlighted word: Green D with a Lime underline.

778 kcal · 42 g protein

Tabular figures for every number shown as data. Units always written: g, kcal, cup.

05 / Graphic language

Food, framed.

Three devices do all the visual work. The scan shows the product. Macro pills turn numbers into shape. Flat food illustrations bring colour and warmth without photography.

The scan

A lime line sweeps the plate, then labels snap to each food.

Heroes, covers, product moments

Macro pills

Bars of protein, carbs and fat, built from real meal data. Lengths are never random.

Data stories, backgrounds, results

Flat food

Top-down or three-quarter, flat colour, one highlight. Never stock photography.

Social, empty states, stickers
06 / Voice

Say what's on the plate.

Write like a friendly nutritionist across the table: the facts first, in real units, with a little warmth. Celebrate habits. Never judge food or bodies.

We say

Salmon, rice and avocado. 778 kcal and 42 g of protein.

We don't say

Your meal has been analyzed by our revolutionary AI nutrition engine!

We say

You hit your protein goal six days in a row.

We don't say

Burn off that pizza! Get back on track today.

We say

Take a photo of any meal. That's the whole setup.

We don't say

Seamlessly leverage AI to supercharge your wellness journey.

Sentence caseHeadlines, buttons and labels. Caps only in small kickers.
Real units140 g, ¾ cup, 367 kcal. Specific beats impressive.
Verb-first buttons“Log this meal”, “Start free trial”. Say what happens.
No emoji in copyThe food illustrations bring the personality.
07 / Applications

On the table.

Templates for the places Platewise shows up most: social, the store, the phone and the inbox.

NEW · PORTION VISION 2.0

Snap. Know. Eat.

PlatewiseFree on iOS + Android
Instagram · launch post · 1080²
WHAT'S ON THE PLATE · 07

42 g

of protein in one salmon bowl.

PlatewiseScanned in 1.2s
Instagram · food fact · 1080²
Platewise nowLunch logged: 778 kcal, 42 g protein. Six days on goal.
Platewise 9:02Breakfast idea: Greek yoghurt bowl, 310 kcal.
Push notifications · iOS
Platewise share image: Snap your plate. Know every calorie.
Open Graph / link preview · 1200×630 · live from the site
Platewise app icon, 96px
App icon · iOS / Android / favicon
Platewise
Sam Rivera

Head of Nutrition

sam@platewise.app

Business card · 85×55mm
Jordan LeeProduct Marketing · Platewise

Snap your plate. Know every calorie.

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