MEET THE COOKMeet the person before the menu.
Identity first: show the cook, their gesture and what they are known for.
MILAN1.4 KMEAT-INTODAY
DiscoverMEET THE COOKVisual Brand Bible / V0.4 / September 2026
Italian food culture × retro hospitality × modern tech.
A visual system built around real people, real food and useful discovery. White space keeps it fresh. Pink signals action. Butter brings warmth.
PERSONFOODDETAILSACTION →
ZEEPUP VISUAL BRAND BIBLE / V0.4
One distinctive wordmark.
One simple app signal.Use approved master assets only.
One simple app signal.Use approved master assets only.
01
Brand idea
Human before technological.
ZeepUp should feel warm without becoming nostalgic, and contemporary without becoming cold. The visual system makes one idea obvious: there is a person behind the food, and technology makes that person easier to discover.
Warm
Real people.
Lived-in kitchens, tactile food, hospitality.
Cool
Cultural confidence.
Bold type, editorial composition and a clear point of view.
Tech
Useful, not cold.
Location, distance, time, availability and clear action.
Core principle: Human first. Food at the heart. Tech makes the connection useful.
01B
Brand principles
One idea. Two ways to say it.
Use the internal principle to guide brand decisions. Use the external expression when ZeepUp speaks to consumers.
Internal brand principleHuman first.
Human first.
Food at the heart.
Tech makes the connection useful.
Our decision filter. People create the trust, food creates the desire, and technology removes friction from discovery.
External expressionGreat food starts with people.
Great food starts with people.
Tech helps you discover them.
Our clearest consumer-facing expression: start with the person behind the food, then show how ZeepUp makes them easier to find.
Hierarchy: Person → Food → Useful technology. Never lead with technology for its own sake.
02
Reference territory
Use ingredients, not identities.
Build a mix that feels recognisably ZeepUp. References guide the tension; they are not templates to copy.
70%
AutoCamp / Mollie’s
Hospitality structure. Retro warmth. Confident wayfinding.
20%
Ace / Resy
Editorial culture. People. Food as a scene.
10%
Nothing
Precision. Utility labels. Controlled tech tension.
Visual tension to protect: Warm hospitality × crisp digital utility.
02B
Current visual DNA
Keep the energy. Give it a system.
The current ZeepUp assets already contain useful ingredients: light, lifestyle, sophistication, energy and a strong pink point of view. V0.6 keeps that DNA, but makes it more recognisable and more useful.
KeepLight. Bright, sun-washed images and generous white space.
KeepLifestyle. Food in a real human context, not isolated product photography only.
KeepEnergy + fun. Unexpected crops, gestures and a little irreverence.
KeepSophistication. Editorial restraint rather than generic social templates.
EvolveThe Future Is Pink. Pink remains the distinctive signal — but action, icons and key highlights should carry it instead of whole layouts becoming pink.
HOSPITALITY / HUMAN
LIGHT / FOODENERGY / PEOPLE
LIFESTYLE / WARMTH01 / IMAGEBright, warm, real.
02 / SPACEWhite gives the food air.
03 / SIGNALPink tells you where to look.
04 / WARMTHButter is a supporting accent.
05 / UTILITYData earns its place.
Use the current /assets imagery as a source of visual continuity, not as a fixed template. New shoots should follow the photography rules below.
03
Colour system
Four colours. Each one has a job.
White is the page. Colour is functional. The percentages are a usage guide, not a mathematical rule.
White
#FFFFFF
45–60%
Base / Space
Background / breathing room
Charcoal
#191919
20–30%
Structure / Type
Text / structure / anchors
Zeep Pink
#FF0066
5–10%
Action / Signal
CTA / action / signal
Butter Yellow
#FFF493
10–20%
Warmth / Support
Warmth / app accent
Production note: Butter Yellow is locked at #FFF493. Olive and tan are not core brand colours; let those tones occur naturally in photography.
04
Typography
Personality in the logo. Clarity in the type.
A two-font system: one human/editorial voice and one precise utility voice.
Primary brand typeface
Instrument Sans
Use for headlines, body copy, navigation, captions and buttons. It should carry almost all brand language.
Meet who cooks
near you.
near you.
Utility typeface
IBM Plex Mono
Use only for factual micro-data and product-like labels. It brings the tech layer without making the brand feel cold.
TODAY1.2 KMEAT-IN4 PLACES
Display / Headlines
Instrument Sans 700–800
Large, confident, sentence case. Tight tracking. One dominant message per frame.
Body / Editorial
Instrument Sans 400–500
Short paragraphs, generous line spacing, natural sentence case. Keep it warm and readable.
Nav / Buttons
Instrument Sans 600–700
Compact and direct. Uppercase is fine for small UI labels and CTAs, but do not overuse it in prose.
Micro-data
IBM Plex Mono 500–600
TODAY · 1.2 KM · EAT-IN · 4 PLACES
Never use the mono font for long copy or emotional headlines.
Logo rule: the ZeepUp wordmark is an asset, not a font treatment. Never recreate it by typing the name in Instrument Sans.
Status: Instrument Sans remains the recommended primary direction until the final web/social/app test is signed off.
05
Logo + app icon
One distinctive wordmark. One simple app signal.
Official wordmark — use master asset.
App icon.
Asset audit: The supplied wordmark and app icon use different pink values. Do not recolour assets ad hoc. Before V1.0, issue one approved vector master and align the pink token across logo, icon, app and marketing. Do not invent an inverse wordmark unless it exists as an official master asset.
06
Photography
Bright, warm and lived-in — never moody.
Real cooks. Real food. Real places. The retro feeling comes from composition, grain and warmth — not from underexposure.
PERSON
FOODHOSPITALITYLIFESTYLELightNatural daylight. Warm highlights. Soft contrast. Slightly lifted shadows.
ColourHonest skin and food tones. Restrained saturation. No heavy brown cast.
TextureA touch of filmic grain is welcome. Food should feel tactile and immediate.
AvoidStock chef portraits, sterile kitchens, white-toque brochures, luxury food porn with no person or context.
07
Graphic grammar
Human content + useful data = the ZeepUp signature.
Repeat this logic across website, Reel covers, Stories, carousels and paid ads. It should become a recognisable piece of brand behaviour — the ZeepUp equivalent of a booking bar.
The signal: WHO COOKS × WHAT THEY MAKE × WHERE × TODAY.
08
Layout system
Asymmetric. Roomy. Editorial.
Use contrast in scale, generous whitespace and functional information blocks. The grid should organise the page without making it feel rigid.
One dominant message per frame
12-column logic, not 12 equal boxes
Generous outer margins
Functional modules sit on the grid
Dark bars can anchor information
Pink only signals action
Butter adds warmth, never clutter
MILAN / ISOLA
ANNA
Ravioli made
by hand tonight.
TODAY1.2 KMEAT-IN4
Discover10
Social — B2C examples
Same brand. Three different reasons to post.
MEET THE COOKWHAT’S COOKINGMake the food impossible to ignore.
Food first: name it, say when, then show availability.
TONIGHTTO-GO4 PORTIONS
View menuWhat’s good near you?
Turn location into a habit.
Utility first: map cue, nearby options and only the data that helps discovery.
TODAY1.0 KM3 COOKS
Open map11
Social — B2B
Recruitment that looks like culture, not HR.
For cold audiences, lead with identity or possibility. Reel-first acquisition. The first reaction should be “that could be me”, not “here are the platform features”. Stories and carousels are mainly for retargeting, FAQs and completion.
ACQUISITION
YOU CAN COOK.
But who knows?
Join ZeepUpTALENT
WHAT IS THE DISH
everyone asks you for?
Create your profilePROOF
YOU COOK.
We help people find you.
Join ZeepUp12
Website + app
Let the website prove value before asking for the download.
Hero → Map → Intent → App.
01
Hero
EXPLORE WHAT’S GOOD TODAY. Scrolls to the map. Do not imply the website can complete the booking.
02
Map
Show real discovery: people, dishes, location and availability.
03
Intent
The user finds something they actually want to eat or book.
04
App
OPEN IN ZEEPUP. Explain that booking and ordering happen in the app.
Visual rule: White field + phone proof + charcoal utility bar + pink action. Butter may support small warm moments.
13
Motion + Reels
Person → Food → Details → Action.
The rhythm should be fast enough for tech, but slow enough for food to feel tactile.
0–2S
Person
Meet who is cooking.
2–5S
Food
Make me want it.
5–8S
Details
Today / distance / availability.
8–12S
Action
Discover / join / open.
Cuts can be clean and quick. Use real kitchen sound. Text must always work without audio.
14
Utility, not decoration
Every graphic element should tell you something.
The tech layer is not visual garnish. It exists to reduce uncertainty and make discovery useful.
●
Location
Where
↔
Distance
How far
◷
Time
When
◒
Eat-In
Experience
▣
To-Go
Take away
4
Availability
How many
IF IT DOESN’T HELP DISCOVERY, IT DOESN’T NEED TO BE THERE.
15
Iconography + UI details
Pink by default. Functional always.
Yes: Zeep Pink should be the recognisable default for ZeepUp utility icons on white. It links the icon system to discovery and action without turning the whole layout pink.
●Pin
◷Clock
○Person
▣Bag
◒Plate
♡Heart
□Chat
⌂Chef
Default on white
Zeep Pink
Use for standalone utility icons, discovery cues and key metadata markers.
Dense UI / Inactive
Charcoal
Use when too many pink icons would compete with the CTA, or for neutral/inactive interface states.
On dark / pink fields
White
Use white for contrast. Butter is a warmth accent, not the default icon colour.
Icon rule: clean, monoline, one optical weight, restrained corner radius. Pink is the signature; hierarchy still matters. Do not make every control pink if that removes the distinction between information and action.
16
Do / Don’t
Protect the tension.
DO
- Real cooks in real places
- White space + dark anchors
- Pink as a signal
- Butter as warmth
- Useful micro-data
- Bright, tactile food
- One idea per frame
- Person + food + interface
DON’T
- Stock chef portraits
- Cream/yellow page backgrounds
- All-pink templates
- Olive/tan as brand colours
- Decorative fake data
- Moody underexposed food
- Generic gradient tech
- Restaurant-only language
17
Before V1.0
What still needs to be locked.
Two production decisions remain open. Butter Yellow is now locked.
Locked · Butter Yellow
#FFF493
Use the same Butter Yellow token across app, web and marketing.
01 Primary typeface
Test before locking.
Test Instrument Sans against 1–2 alternatives in web, social and app marketing; keep the utility type separate.
02 Master assets
Resolve the pink mismatch.
Align wordmark and app icon, then issue approved vector masters.
Cheat sheet
WHITE + CHARCOAL · #FF0066 = ACTION · #FFF493 = WARMTH · REAL PEOPLE + REAL FOOD · UTILITY, NOT DECORATION
Three repeatable consumer formats.
Repeat the formats until they feel like ZeepUp. These are not three visual templates. They are three editorial jobs. A creator should know which job the post is doing before designing it.
Meet the Cook
What’s Cooking
Discover Near You