Brand Guidelines Hub
Version 1.0 | December 2025
The structure, the vision, and how it all works
Outpost Kitchen is the holding entity — not a consumer-facing brand. Think of it like Unilever or Yum! Brands. It's the company that owns and operates multiple independent food brands, but consumers interact with the individual brands, not Outpost itself.
Each brand under Outpost Kitchen operates completely independently from a consumer perspective. They can look, feel, and behave totally differently from each other.
Role: Parent company, operational infrastructure
Visibility: Internal only — consumers never see "Outpost Kitchen" in marketing, packaging, or branding
Role: Independent brands with unique identities
Visibility: Fully consumer-facing — these are what customers see, buy, and engage with
Each sub-brand has complete creative independence. There are no forced design elements, color palettes, or visual styles that must carry over from a "parent brand."
Ministry of Oats can be maximalist and playful with zigzag chaos. The Whole Fruit can be minimalist and elegant. The next brand can be dark and moody. Whatever works best for that product and audience.
The only connection is the underlying creative philosophy that guides how we approach brand-building — but that philosophy manifests differently for each brand.
The shared values that guide all Outpost Kitchen brands
While each brand looks and feels different, they all share a common approach to how we create. These principles inform creative decisions across all brands, but they're implemented uniquely for each.
Whatever the brand, it should stop the scroll. We don't do safe, we don't do boring. High energy, strong opinions, memorable presence.
Make people smile before they buy. If they don't laugh or relate, we're not doing it right. Emotional connection first, transaction second.
Natural understanding of the audience, not forced slang or cringe references. We get it because we are it, not because we're trying to be it.
Functional but fun. Healthy but not preachy. Convenient but not boring. Food should solve a problem and bring happiness.
Have a system, then intentionally break it. Rules exist to give you something to rebel against. Organized chaos wins.
Whatever we do, it shouldn't feel like a corporate committee designed it. DIY energy, human touch, genuine personality over polish.
The same philosophy, completely different execution:
Independent brands under the Outpost Kitchen umbrella
Overnight oats for desk warriors and 4PM cravers
Brand Positioning: Bold, playful, irreverent overnight oats that make eating healthy actually fun. Built for busy people who forget to eat.
Maximalist energy, bright colors, playful mascots, dramatic italic typography, zigzag CTAs
100% fruit-based products, nothing else
Brand Positioning: Pure fruit products with zero additives. Fresh, vibrant, and honest.
Brand guidelines in development — launching December 2025
Complete design system and brand standards
Tagline: "Oats, but cooler."
Audience: Desk warriors, schemers, 4PM cravers, people who eat between meetings
Personality: Irreverent, self-aware, playful, relatable, slightly unhinged
Visual DNA: Maximalist energy, bold colors, italic everything, playful mascots, organized chaos
Royal Blue is dominant (backgrounds, major text). Bright Red for high-energy accents and CTAs.
Heavy italic condensed sans-serif (Impact-style). Ultra-bold (900 weight), extreme forward slant, tight tracking (-1 to -2px)
Mix of ALL CAPS and sentence case. Never perfectly proper — keep it casual and energetic
Clean sans-serif, often italicized for emphasis. White on blue, blue on white/cream
Dramatic angles, rotated layouts, massive scale contrast, tight leading, non-linear reading encouraged
Interchangeable moods and colors. Each represents different emotional states. Consistent features: zigzag mouth, simple dot/line eyes, bunny ears, expressive body language.
Spiky sun shapes in blue and red. Use for bursts of energy and attention grabbers
8-bit aesthetic corners. Creates retro gaming vibe, anti-corporate feel
Coupon/ticket torn edges. Perfect for CTAs and special offers. Signature MoO element
Blue ovals with italic white text. Used for secondary CTAs and labels
Casual, doodle-like arrows. Guide attention playfully without being pushy
White grid lines on backgrounds. Creates structure while maintaining energy
Top-down, flat-lay ONLY. Shoot directly from above. Emphasize circular bowl shapes.
Natural lighting. Bright and fresh. No heavy shadows or moody tones.
Generous toppings. Visible texture. Real and appetizing, not overly styled or perfect.
Circular framing. The bowl is the hero. Color coordinate with brand palette.
Playful, slightly edgy. We don't take ourselves too seriously. In on the joke.
Meme-friendly. Gets internet culture. Never trying too hard or being cringe.
Talk to "YOU". Conversational, never corporate. Real human speaking to real human.
Real workplace/life scenarios. We get it, you're busy. We're not judging.
Brand guidelines in development
Launch Date: December 2025
Product: 100% fruit-based products with zero additives
Positioning: Pure, fresh, honest — nothing but whole fruit
Final brand guidelines will be published here once complete. Current direction explores:
Check back for full guidelines in late December 2025.
Brand assets, templates, and design files
Download logos, templates, color swatches, and more
Logo files (SVG, PNG, AI), color swatches (ASE), design templates (Figma, PSD)
Coming soon — brand assets will be available upon launch
Social media templates (Instagram, Stories), menu layouts, packaging templates
Recommended fonts, licensing information, web font files
Contact Mozart (Creative Lead) for access to the complete asset library
Creative Lead: Mozart
Managed by: Recurr Studio
Last Updated: December 29, 2025 | Version 1.0
For clarification on brand guidelines, asset requests, or creative collaboration, refer to the Mozart operator context in ClickUp.
© 2025 Outpost Kitchen. All brand assets and guidelines are proprietary.
Designed and maintained by Mozart | Recurr Studio