Brand guidelines

Fettle

Get in fine fettle.

Fettle is the free calorie and macro tracker for everyday people in the UK who want to eat better without paying for an app. Search UK foods, scan barcodes, track protein, carbs and fat, and see your weight trend. No accounts, no ads, no faff.

The name

Fettle comes from the British idiom 'in fine fettle', meaning in good health and good spirits. It is warm, plain-spoken and unmistakably British, and it frames health as feeling good rather than punishing yourself.

Taglines

Primary line: Get in fine fettle.

Approved alternates:

Eat well. Feel ace.
Calories and macros, minus the faff.
Your food, sorted.

Logo

The mark is a rounded square in Fettle Green with a simple fork-and-leaf motif. Give it clear space of at least half its width on every side. Never stretch, recolour, or add effects.

On light

On dark

On brand

Colour palette

Fettle Green leads. Ink and slate carry the text. The three macro colours are reserved for their macro and nothing else. Every hex is canonical - match it exactly.

Fettle Green

#1B9E5A

Primary brand, buttons, active states, calorie ring

Deep Green

#14834A

Hover and pressed states, depth

Soft Green

#E7F6EE

Tints, chart fills, highlights

Ink

#16202A

Primary text

Slate

#64727E

Secondary text

Mist

#9AA6B1

Faint text, placeholders

Cloud

#F4F6F8

App background

Surface

#FFFFFF

Cards and sheets

Border

#E4E8EC

Lines and dividers

Protein Coral

#E6484D

Protein macro, over-budget warning

Carb Blue

#3B82F6

Carbohydrate macro

Fat Amber

#F59E0B

Fat macro

Typography

Display

1,790 kcal left

Native system sans · Headlines and numbers. Heavy weight (700–800), tight tracking.

Body

Track calories and macros, minus the faff.

Native system sans · Everything else. Regular to semibold (400–600).

System fonts are deliberate: instant load, no third-party requests, and a native feel on every phone.

Voice & tone

Plain, warm, and British. Talks like a sensible friend, not a personal trainer or a wellness influencer. Short sentences. Everyday words. Encouraging without being preachy.

No faff

Fast, simple and free. Log a meal in seconds. No paywall on the basics, ever.

Honest, not preachy

Just the numbers, plainly. No shame, no 'guilt-free' nonsense, no before-and-after pressure.

Properly British

Built for UK shelves and UK plates. UK supermarket foods, UK spelling, UK portions.

Do's and don'ts

Do

Use plain English a 12-year-old would understand.
Be warm and encouraging; assume the reader is capable.
Say 'you' and 'your food'. Keep it personal.
Use British spelling and UK examples (Tesco, Greggs, a Sunday roast).
Keep the green accent for emphasis, not decoration.
Be honest about estimates: a good working number, not clinical data.

Don't

No diet guilt or shame language. Never 'guilt-free', 'cheat meal', 'be good', 'earn your food'.
No before-and-after body pressure or thinspiration.
No medical or clinical claims.
No hype or wellness-speak ('unlock', 'supercharge', 'game-changer').
No em dashes, no smart quotes in UI copy.
Never hide the free product behind fake urgency or dark patterns.

This page is the single source of truth for the Fettle brand. It is generated from the brand config in the codebase, so it never drifts from what the product actually uses. Extend the brand from here.