HomeCraft
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HOMECRAFT LIVING BRAND SYSTEM

Skill you can trust, crafted at home.

Authoritative specifications, interactive component playgrounds, tokenized color palettes, Fraunces/Manrope type scales, and the complete 45-string copy bank for HomeCraft.

01 · Identity

Name & Brand Architecture

HomeCraft is an English compound: Home (where the work happens) + Craft (skill, care, a discipline learned over years).

Name Rationale

It shifts the category’s vocabulary from service (a fleeting transaction) to craft (a respected discipline). That lets us name the professional a Crafter, give them a Guild tier, and call their training an Academy.

It is short, memorable, and works in every Indian language as a loan word. In Indian trade culture, “craft” carries positive associations with disciplined handwork (handloom, handicraft, ustad-shagird tradition).

Written Form & Casing

✓
HomeCraft

One word with a capital C. Authoritative form everywhere.

✗
Home Craft / Homecraft / HOMECRAFT

Never split into two words, never lowercase ‘c’, never all-caps except on tiny uniform labels.

Brand Story
“Every neighbourhood has one: the plumber who fixes it the first time, the beautician whose clients follow her across three cities, the painter who covers your sofa before he opens a tin. They’re craftspeople. But apps turned them into interchangeable ‘service partners’, a star rating and a first name.”

HomeCraft was built to give them their names back. Every Crafter trains at the HomeCraft Academy, earns Guild Seals for real skills, and keeps a portfolio of their best before-and-afters. Customers choose from packages with prices that don’t move, and they watch the work happen step by step. Nothing extra gets added without their tap. When the job is done, they get proof and a CraftCover card that stands behind it.

Skill you can trust, crafted at home.

Sub-brands & Feature Lexicon

All brand architecture terms are strictly English and proprietary to HomeCraft.

HomeCraftMaster brand and customer app (route /app)
HomeCraft ProThe Crafter partner app (route /pro)
CrafterA HomeCraft professional (never 'service partner')
Guild tiersApprentice → Journeyman → Master Crafter
Guild SealSkill certification earned in Academy (e.g. 'Guild Seal · Advanced Facials')
HomeCraft AcademyTraining and certification; 'Academy for Business' for B2B
CraftCoverWarranty and damage cover; CraftCover card is digital warranty
CraftKitPrivate-label consumables and tools sold to Crafters via Kit Shop
Craft PassCustomer membership
Open Rate CardPublic price list for parts and extras
Quote LockIn-app customer approval step for any extra work
Seal CheckCustomer scan of CraftKit batch code to verify authenticity
The RevealInteractive before/after craftsmanship slider
Dispatch DeskOperations console (route /ops)
Fair Craft CharterPublic charter promise to Crafters

Taglines & Campaign Lines

Primary

Skill you can trust.

App store, website hero, OOH sign-off

Secondary

Crafted at home.

Product packaging and social

Campaign

See the work. Keep the proof.

CraftCover campaign

Campaign

Know your Crafter.

'Meet your Crafter' OOH series

Campaign

Good work leaves a mark. Ours leaves a warranty.

Long-form editorial ads

02 · Geometry & Marks

Logo & Guild House Mark

Built on a 48-unit master grid. The symbol combines a wrench and comb into a roof, house walls, and an arched door negative space.

Symbol (48x48 Grid)
HomeCraftFraunces Wordmark
HOMECRAFT · GUILD OF CRAFTERS· EST. 2026 ·Guild Seal (Milled Edge)
App Icon (68% Safe Area)
HomeCraft
Horizontal Lockup (Gap: 0.5x width)
HomeCraft
Stacked Lockup (Gap: 0.25x height)

Geometric Construction

  • Roof: Two crossed tools meeting at apex (±38°). Left tool is a wrench with open spanner jaw extending 3 units beyond wall. Right tool is a wide-tooth comb with 7 teeth on underside. Crossed 2 units below apex for small X-peak.
  • Walls & Floor: 4-unit monoline U-shape. 22 units tall, 28 units wide, with 2-unit rounded bottom corners.
  • Door: Arched opening 8 × 12 units, centred, top arch radius 4 units. Serves as negative space threshold.
  • Milled Coin Seal: Outer circle radius 44 units, 36 notches (10° increments), 1.5-unit inner ring with uppercase ring text.

Clear Space & Minimum Sizes

Clear Space Unit = 8 Units

Clear space on all four sides equals the height of the arched door opening (8 units).

20 px
Min Symbol
96 px
Min Horizontal
40 px
Min Seal (No text)

Logo Misuse (Never)

Integrity of the Guild House geometry must be maintained across all digital and physical surfaces.

✕No plain triangle roof

Don't redraw roof as a plain triangle; the tools ARE the roof.

✕No rotation or skew

Don't rotate, skew, or distort the symbol's geometric balance.

✕No small Brass on light

Don't put Brass text on Ivory below 18 px (contrast is 3.05:1).

✕No drop shadows or glows

Don't add drop shadows or bevels (foil sheen is reserved for cards).

✕Fraunces font only

Don't set the wordmark in any typeface other than Fraunces 600.

✕No custom lock-ups

Don't pair the symbol with unapproved wordmarks or tagline locks.

✕No busy photographic overlays

Don't place logo on busy imagery without an Ivory or Indigo plate.

03 · Palette & Tokens

Colour System & Contrast

Crafted with disciplined Indigo, metallic Brass, and warm Ivory paper tones. Every token includes computed WCAG contrast ratios against Ivory and dark surfaces.

Core Palette Tokens (19)

Click any swatch to copy HEX

Semantic Tokens: Light & Dark Modes

Customer and Crafter apps support full light and dark mode switching.

Workshop at night
TokenLight HexDark HexVisual ComparisonNotes
primary#1F3A93#8FA6F0
→
Dark: 7.6:1 on dark surface
onPrimary#FFFFFF#0E1633
→
White on Indigo is 10.1:1
surface#FAF7F0#14161F
→
Dark mode is 'workshop at night'
surfaceRaised#FFFFFF#1D2030
→
Elevated cards and sheets
surfaceSunken#F1EBDD#0F111A
→
Backdrop and wells
onSurface#2B2B2B#EFEAE0
→
13.2:1 on Ivory, 13.0:1 in dark
muted#6B6760#A39E93
→
Secondary labels and timestamps
line#E6E0D2#2C3044
→
Subtle borders and separators
accent#B8860B#D9A93A
→
Brass: large text, icons & seals
accentText#7A5A0A#E2C06B
→
Accessible brass text on light
success#2E7D5B#5CC096
→
Checklists, verified badges
warning#C77700#F2A93B
→
Stock urgency, slot limits
danger#B3261E#F2766C
→
Errors, cancellations
focus#3D5BC2#B3C3F7
→
2 px outline, 2 px offset

Contrast Rationale & Accessibility Rules

  • Indigo on Ivory (9.4:1): Exceeds AAA requirement (7:1) for body text and headers.
  • Graphite on Ivory (13.2:1): Maximum legibility for long-form service descriptions.
  • Brass text threshold: Default Brass (#B8860B) on Ivory is 3.0:1, only permitted for icons or text ≥ 18.66 px bold. For smaller brass body/subtitles, use brass-700 (#7A5A0A), which guarantees 6.0:1 contrast.
  • Dark mode scope: Customer app and Pro app support dark mode. Pro defaults to system. Marketing website and ops dispatch stay light-only.
04 · Typography

Type Scale & Font Hierarchy

Pairing Fraunces (warm, editorial serif for display moments and craftsmanship) with Manrope (geometric, clean grotesk for high-legibility UI).

Display Typefacenext/font/google

Fraunces

Optical sizes: 144 for display, SOFT axis at 50, weights 500–600 with matching true italics. Used for brand marks, section headlines, Crafter names, and certificates.

Aa Bb Cc Dd Ee Ff Gg 12345

Crafted with dignity and pride.

UI & Body Typefacenext/font/google

Manrope

Variable weight (400–800) with tabular numeral features. Used for all interactive UI, forms, cards, prices, OTPs, and system messages.

Aa Bb Cc Dd Ee Ff Gg 12345

₹1,849 · 12:45 · 4.93 ★

Specimen Hierarchy

Mobile and Web desktop (≥1024px) responsive scales.

Display XL(Fraunces (opsz 144, SOFT 50))
Weight: 600Mobile: 40 / 44Web: 72 / 76Track: −1.5%

Skill you can trust.

Display L(Fraunces 600)
Weight: 600Mobile: 32 / 36Web: 56 / 60Track: −1%

Master Crafters at your doorstep.

Headline(Fraunces 600)
Weight: 600Mobile: 24 / 30Web: 36 / 42Track: −0.5%

Foam-jet coil clean, drain flush and a cooling test.

Title(Manrope 700)
Weight: 700Mobile: 18 / 24Web: 22 / 28Track: 0

Deep Cleaning with Industrial Extraction

Subtitle(Manrope 600)
Weight: 600Mobile: 16 / 22Web: 18 / 26Track: 0

Farzana is on her way. 12 min away, arriving by 9:58.

Body(Manrope 500)
Weight: 500Mobile: 15 / 22Web: 17 / 26Track: 0

Every Crafter trains at the HomeCraft Academy, earns Guild Seals for real skills, and keeps a portfolio of their best before-and-afters.

Body small(Manrope 500)
Weight: 500Mobile: 13 / 18Web: 15 / 22Track: 0

Includes 30-day CraftCover warranty and genuine single-use consumables.

Label / Button(Manrope 700)
Weight: 700Mobile: 14 / 18Web: 15 / 20Track: +1%

BOOK PLUS · ₹1,849

Caption(Manrope 600)
Weight: 600Mobile: 12 / 16Web: 13 / 18Track: +2%

Batch CK-2609-B14 · Packed 12 Sep 2026 · Genuine

Overline(Manrope 800)
Weight: 800Mobile: 11 / 14Web: 12 / 16Track: +12%

GUILD VERIFIED · ID + POLICE CLEARANCE

Numerals(Manrope Tabular)
Weight: 700Mobile: TabularWeb: TabularTrack: 0

₹1,849 · OTP: 4 8 1 2 · 09:45 AM

Editorial accent(Fraunces Italic)
Weight: 500Mobile: VariableWeb: VariableTrack: 0

Crafted at home by Farzana

Indic Script Fallback Strategy

For Hindi and Kannada translations (C22 / HMC-P2-22), standard typography falls back to Noto Sans Devanagari (500/700) and Noto Sans Kannada (500/700) dynamically loaded upon locale activation to preserve performance.

05 · Voice & Tone

Voice Principles & Copy Bank

Personality: expert · precise · respectful · premium-but-accessible · quietly proud. Never loud, never cute, and backed by verifiable proof.

45 Approved Copy Bank Strings

Principle 1: Name the craft

Specific beats generic.

✓ DO

“Foam-jet coil clean, drain flush and a cooling test. 75 min.”

“Farzana has done 412 fruit-enzyme facials.”

✕ DON’T

“Complete AC service at best price!”

“Our experts are highly skilled.”

Principle 2: Respect the home

Calm and courteous. We are guests. No shouting, no false urgency.

✓ DO

“Farzana will ring the bell at 10:00. She'll bring her own sheets.”

“Please keep a power socket free near the AC.”

✕ DON’T

“Your pro is COMING!!! 🔥”

“Make sure you arrange power, otherwise charges apply.”

Principle 3: Show the proof

Back every claim with a number, a photo or a checklist.

✓ DO

“Cooling went from 17.8 °C to 11.2 °C at the vent.”

“Batch CK-2609-B14 · Packed 12 Sep 2026 · Genuine.”

✕ DON’T

“Your AC is now as good as new.”

“We only use premium products.”

Principle 4: Warm, not cute

Friendly with a bit of Indian-English ease. Never babyish or punny.

✓ DO

“All done. Your CraftCover is in your pocket.”

“No bookings yet. Your first Crafter is a tap away.”

✕ DON’T

“Yay!! Ur home is sparkly now 🥳🥳”

“Oopsie, nothing here!”

The Complete Copy Bank (45 Strings)

Use verbatim across customer, partner, and website interfaces. Click any string to copy.

Onboarding

6 strings
#1“Skill you can trust, at your door.”

Slide 1 headline

#2“Every Crafter is trained, certified and shows their work.”

Slide 1 body

#3“See the work before you book.”

Slide 2 headline

#4“Prices that don't move. Extras only with your tap.”

Slide 3 headline

#5“Where should your Crafter come?”

Location prompt

#6“We'll send a 4-digit code to +91 ·····”

OTP helper

CTAs

10 strings
#7“Book Plus · ₹1,849”

Booking primary

#8“Add to visit”

Catalogue add

#9“Pick a slot”

Schedule picker

#10“Pay ₹1,849 by UPI”

Checkout CTA

#11“Book Farzana again”

Re-book CTA

#12“Approve ₹450”

Quote Lock accept

#13“Not now, just the booked work”

Quote Lock decline

#14“Raise a CraftCover claim”

Dispute / rework

#15“Start job”

Pro app trigger

#16“Order kit”

Pro kit shop

Status & Push Notifications

10 strings
#17“Farzana is your Crafter. Master Crafter · 8 yrs · 4.93★”

Assignment notification

#18“Farzana is on her way. 12 min away, arriving by 9:58.”

En-route status

#19“Farzana has arrived. Share code 4 8 1 2 to begin.”

Doorstep OTP

#20“Step 3 of 7 done: Fruit-enzyme mask applied.”

Live checklist progress

#21“Ramesh wants to add work: Capacitor replacement · ₹450. Approve?”

Quote Lock push

#22“All done. Slide to see the difference.”

Job completion prompt

#23“Your CraftCover is ready. Covered until 10 Oct 2026.”

Warranty issued

#24“Your AC is due for a service. Last done on 14 Mar.”

Maintenance reminder

#25“New lead · Glow Ritual · HSR Layout · ₹1,442 for you”

Pro lead dispatch

#26“Your kit is at HSR Hub. Pick it up before 8 pm.”

Pro kit ready

Success Messages

4 strings
#27“Booked. Saturday, 10:00. We'll confirm your Crafter within 30 minutes.”

Booking confirmation

#28“Thanks for rating Farzana. It goes straight to her portfolio.”

Rating acknowledgement

#29“Claim received. We'll call you within 2 hours. Rework is free.”

CraftCover claim receipt

#30“Guild Seal earned: Advanced Facials.”

Pro Academy ceremony

Empty States

4 strings
#31“No bookings yet. Your first Crafter is a tap away.”

Customer bookings

#32“Nothing covered yet. Every finished job adds a CraftCover card here.”

Customer warranty pouch

#33“No leads right now. Go on duty to get jobs near HSR Layout.”

Pro job feed

#34“No saved Crafters. Tap ♡ on a profile to keep them close.”

Saved bookmarks

Errors

5 strings
#35“That code didn't match. Ask your Crafter to read it again.”

OTP mismatch

#36“Payment didn't go through. No money was taken. Try again?”

UPI failure

#37“This slot just filled up. Here are the next three.”

Slot collision

#38“We can't reach you here yet. We're in 6 cities and growing.”

Out of serviceable area

#39“You're offline. We'll sync the checklist when you're back.”

Pro network offline

Microcopy & Labels

6 strings
#40“Only 2 left”

Urgency badge

#41“Filling fast”

Slot demand

#42“Quiet hour · ₹50 off”

Off-peak discount

#43“Parts at Open Rate Card prices”

Price transparency

#44“Opened in front of you”

Hygiene guarantee

#45“Covered by CraftCover · 30 days”

Warranty badge

06 · Dynamics

Motion Principles & 2.4s Sting

Motion in HomeCraft feels like a well-oiled tool: quick in, soft settle. Proof moments get ceremony, everyday interactions stay fast.

Motion Logo Sting (2.4 s Choreography)

Progressive sequence: Tools slide in → Cross into roof → Walls draw → Door opens → Wordmark rises.

HomeCraft

Skill you can trust.

0–600 msTools Slide In
600–900 msRoof Crosses
900–1,500 msWalls Draw
1,500–1,800 msDoor Wipe
1,800–2,400 msWordmark Up

Interactive Spring Physics Tester

Test snappy (stiffness: 420) vs gentle (stiffness: 220) response curves.

Spring
Click or tap box to toggle

Motion Tokens Table

ease.standardcubic-bezier(0.2, 0, 0, 1)Most UI transitions, drawer open, tab switch
ease.emphasizedcubic-bezier(0.65, 0, 0.35, 1)Reveal handle hint, CraftCover card flip
ease.exitcubic-bezier(0.4, 0, 1, 1)Dismissals, sheet teardown
duration.fast160 msChips, toggles, button press states
duration.base280 msBottom sheets, page pushes, modal pop
duration.slow480 msShared-element profile open, hero transitions
duration.ceremony1,200 msSeal stamp ceremony, CraftCover issue
spring.snappystiffness: 420, damping: 34Sheet snap, slider edge snap, button release
spring.gentlestiffness: 220, damping: 26Card lift, tilt return, modal settle
07 · Signature Interactions

The Reveal & CraftCover Ceremony

Three signature proof moments: The Before/After craftsmanship slider, 3D interactive CraftCover warranty card with tilt & flip, and the Guild Seal stamp ceremony with 12 brass particle sparks.

Signature 1

The Reveal · Craftsmanship Slider

Tripod-locked comparison. Slide the brass divider to reveal the transformation.

@folio/ui BeforeAfterSlider
Before · 10:15 AMModular Kitchen · Hard Stains

Hard-water scale & heavy chimney oil

Unwashed coil, grease buildup on tiles, clogged drain inlet.

✦
After · 11:45 AMCraftCover Verified ✓

Spotless, deep-steamed & sealed

3-layer degreaser, 140°C steam sanitized, anti-microbial seal.

Signature 2

CraftCover Digital Warranty

Hover/drag to tilt (±12° clamped). Click card to flip front/back.

CraftCover
30-Day Guarantee

Service & Crafter

Deep Kitchen Rejuvenation

Farzana · Master Crafter (HC-CR-10482)

Covered until: 10 Oct 2026CC-2026-98124
Fair Craft Charter EscrowProtected ✓

Zero-Dispute Guarantee: If any part of the service fails, free rework is guaranteed within 30 days. Payment is released only after your inspection.

Authenticity Seal:BATCH CK-2609-B14
Tap anywhere to flip back to warranty view
Signature 3

Guild Seal Stamp Ceremony

Scale 1.6 drop with snappy spring settle and 12 brass sparks.

HOMECRAFT · GUILD OF CRAFTERS· EST. 2026 ·

Triggered at job completion (C18 / P16) and whenever a customer taps to inspect their verified warranty.

09 · UI Extension

SlotPicker & Dynamic Badges

Demonstrating HomeCraft scheduling badges: “Only 2 left” urgency pulse, “Filling fast”, quiet hour price deltas (-₹50), and sold-out states.

Morning

Afternoon

Evening