SPILLED
BEANS
Brand Guidelines — the whole loud thing
First Spill
Bright, floral, a little giggly. Peach and jasmine up front, honey on the way out.
$16
Big Slurp
The crowd-pleaser and the house standard. Cocoa, toffee, toasted hazelnut.
$17
Midnight Puddle
Robusta-heavy and unapologetic. Dark chocolate, molasses, crema thick enough to nap on.
$17
Naming logic
Every product name is a consequence of coffee, not a description of it — First Spill, Big Slurp, Midnight Puddle. Never origin-plus-varietal. Never a mountain.
The gear shelf
Five hand-picked objects, numbered Nº 01–05, $57 to $590. Gear is the credibility ballast — it proves the jokes are load-bearing.
The café
Nine drinks, each with a one-line character sketch. “Ristretto — shorter. angrier. somehow sweeter.” The menu is the brand's shortest voice sample.
Horizontal lockup — bean mark left, wordmark right, optically centred on the x-height.
Construction
Wordmark set in Bagel Fat One at 0.02em tracking — the typeface is the logo, so it is never redrawn or outlined. The bean mark sits at 118% of the cap height and is the only element permitted to rotate.
Clear space
Clear space on all four sides equals the width of the bean mark. In nav bars this is the only spacing rule that outranks the grid.
Minimum size
Full lockup: 150px wide on screen. Below that, the bean mark alone — it reads at 24px, the wordmark does not.
Spilled Beans
Nav — 22px wordmark, 26px bean
Peach on navy — packaging
Mark only — app icon, cup stamp
Beans
Spilled Beans
Never letterspace — Bagel Fat One is drawn to touch.
Never recolour outside the five-colour palette.
Never set the wordmark in Shrikhand or the mono.
Never rotate the wordmark — only the bean rotates.
The Beans
Three renders — single, trio and five — used as free-floating punctuation, never as illustration inside a frame. They drift in the margins, always rotated, never upright, never behind text. Think confetti with a job.
Casting rules
The single bean is the logo's partner and the only one allowed in the lockup. The trio marks a section change. The five appears once per page, at most — it's the crescendo.
Rotation & scale
Every bean sits between −20° and +15°. Never 0°. Minimum 24px, maximum 160px. They never overlap type and never sit inside a card.
The ticker
A burgundy band with 3px cream rules top and bottom, scrolling short brand-truths separated by peach dots. It is the brand's heartbeat — one per page, never two.
Tilted cards
Product cards rest at −3° to +3° with a hard 6px shadow. Nothing in this brand is perfectly square to the page except the type baseline.
Bag face carries the roast name in Bagel Fat One, the ratio in Space Mono, and nothing else. Tasting notes go on the back, in a full sentence with a joke in it.
half milk, half chaos. served in glass.
shorter. angrier. somehow sweeter.
SPILL IT.
250g through your letterbox every fortnight. Pause anytime, cancel never (kidding — cancel anytime).
Positioning
Serious coffee, unserious mouth.
Voice
Loud, personifying, self-puncturing — but the numbers are always true.
Look
Navy and burgundy, 3D display type, tilted cards, beans as confetti.
Feeling
Grin → surprise → relief → telling someone.
Coffee worth yelling about.
© 2026 Spilled Beans Roasting Co. · Brand Guidelines v1.0 · caffeinated in-house