For people who take their body seriously but refuse to make it a chore. The intelligence layer between your goals and every proven way to reach them.
01
Effortless
AI removes the work of tracking. One photo, done.
02
Elevated
Every surface deserves to be screenshotted. Design is the product.
03
Earned
No gamification tricks, no shame. Consistency compounds.
04
Expansive
Tracking is the front door. The hub is the destination.
TaglineEvery bite, understood.
Lockupkalo · every bite, understood
SubheadPhoto, voice, or barcode. Personalized nutrition you can act on.
02 · Voice
Say less. Imply more.
The brand sounds like the friend with flawless judgement who tells you what's worth knowing: knowing, quiet, generous. Never the cheerleader. Never the doctor.
01
Say less, imply more.
Three words beat seven. Trust the reader to fill in the rest.
02
Data is prose.
Numbers carry meaning on their own. Don't dress them up with adjectives.
03
No shame triggers.
Never "missed," "failed," "over budget," "cheat." Consistency compounds.
04
No theatrics.
No emojis, no exclamation marks, no confetti. Not in product chrome.
Don't
Great job crushing your goals today!
Do
You hit your protein target.
Don't
Oops! Looks like you went over your calories.
Do
42 kcal over. Nothing that won't level.
Don't
Log your yummy food now!
Do
Log a meal.
Don't
You're on a 7-day streak. Keep it going!
Do
7 days logged.
Don't
Ready to crush your fitness journey?
Do
Let's set your targets.
03 · Palette
Three tiers. Nine colours.
Primary anchors the page. Secondary carries the brand's green depth. Tertiary adds the warmth that makes the system feel alive. Click any swatch to copy the hex.
Primary · foundation
The page itself. White for space, black for type, stone for warmth.
Secondary · deep forest
The brand's green, in three depths. Forest Night for dark surfaces and editorial moments. Forest for UI and brand marks. Sage for states and supporting surfaces.
Tertiary · warm amber
The accent that makes the green feel alive rather than clinical. Amber for highlights and CTAs on dark surfaces. Umber for depth. Wheat for warm background washes.
Data language
Numbers are the product. These rules govern how data is displayed across every surface.
Three approved colorways. Accent is reserved for surfaces where ink and white would both fail contrast.
Black on white · defaultWhite on black · dark surfacesAccent on white · editorial only
Don'ts
Never modify the mark. Six common errors.
Don't stretch or squashDon't outline the markDon't recolor outside the paletteDon't add shadow, glow, or 3DDon't rotate or tiltDon't place on busy backgrounds
CasingLowercase in marketing. Title case "Kalo" in product chrome.
ContrastDark-mode mark on black; light-mode mark on white.
Share cards are the only brand asset users broadcast to non-users. The Strava vector. Magazine spread, not receipt.
Lunch12:34
38gprotein
480kcal
18gfat
Day totalWk 16 · Apr 24
148gprotein today
2,180kcal
42gfat
94gcarbs
30-day streak
30days tracked
142gavg protein
2,140avg kcal
3.2meals/day
Glass share card · in context
What the card looks like on a real Instagram Story. Backdrop blur pulls the food through the card so the photo is never lost.
1080 x 1920 · AI food photo · Sharp composite
Glass card anatomy
Meal tag
LUNCH · 12:34, small caps, muted
Hero stat
Protein, 118px, the primary proof number
Triptych
kcal · fat · carbs, flanking context
Glass effect
backdrop blur 30px, white tint 14%, hairline border
Footer
kalo wordmark left, timestamp right
Intro carousel · 3 slides
WHOOP-format carousel introducing kalo. All 1080 x 1350 (Instagram 4:5).
01 · THE QUESTION
02 · THE VALUE PROP
03 · THE MANIFESTO
Numbers in mono. Prose in sans. No decoration.
One accent per card. Wordmark bottom-left. Timestamp bottom-right.
4:5 for IG · 9:16 for Stories · 1:1 for grid.
06 · Content
Show the plate. Show the number.
Every post proves the feature, educates the portion, or admits a miss. The north-star metric is sends per reach above 1%. If a post wouldn't get DM'd to a friend, it doesn't ship.
