CurryDash Brand Guidelines

Version: 2.0 Last Updated: December 10, 2025 Status: Official Release

Table of Contents

1. Brand Overview
2. Brand Positioning
3. Color System
4. Typography
5. Spacing & Layout
6. Accessibility Standards
7. Cultural Context
8. Implementation Guidelines

Brand Overview

Brand Identity

CurryDash is a multi-vendor food delivery marketplace specializing in Sri Lankan “curry pack” meal subscriptions for Victoria, Australia. We bridge the gap between authentic Sri Lankan home cooking and the Australian diaspora community.

Brand Essence

“Bringing the warmth of Lankan homes to Australian tables”

Target Audience

• Primary: Sri Lankan diaspora in Victoria, Australia (65,000+ in Melbourne)
• Secondary: Food enthusiasts seeking authentic ethnic cuisine
• Demographics: Ages 25-55, families and young professionals
• Psychographics: Values authenticity, cultural connection, convenience

Business Model

• Subscription Service: HelloFresh-style curry pack meal kits
• Marketplace: UberEats-style on-demand food delivery
• Dual Approach: Premium subscriptions + convenience marketplace

Brand Positioning

Brand Promise

Authentic Sri Lankan flavors delivered with modern convenience, maintaining the quality and tradition of home-cooked meals.

Brand Personality

• Warm & Welcoming: Like being invited into a Sri Lankan home
• Authentic & Traditional: Respects culinary heritage
• Modern & Convenient: Embraces contemporary technology
• Trustworthy & Reliable: Consistent quality and service

Brand Voice

• Friendly yet professional
• Culturally informed without being stereotypical
• Approachable for all audiences, not just Sri Lankan community
• Educational about Sri Lankan cuisine and culture

Color System

Design Philosophy

The CurryDash color palette is inspired by the vibrant spices and ingredients of Sri Lankan cuisine. We’ve moved away from the aggressive crimson red of fast-food apps to embrace warm, culturally authentic tones that stimulate appetite while feeling premium and modern.

Primary Palette

Turmeric Gold (Primary)

• Hex: #E6B04B
• RGB: rgb(230, 176, 75)
• Usage: Primary brand color, CTAs, headers, key UI elements
• Psychology: Warm, appetizing, culturally significant (turmeric is fundamental to Sri Lankan cooking)
• Symbolism: Prosperity, warmth, authenticity

Chili Red (Secondary)

• Hex: #C5351F
• RGB: rgb(197, 53, 31)
• Usage: Accent color, urgency indicators, spice level badges, promotions
• Psychology: Appetite stimulation, urgency, energy
• Symbolism: Spice, passion, cultural vitality

Curry Leaf Green (Tertiary)

• Hex: #4A7C59
• RGB: rgb(74, 124, 89)
• Usage: Trust indicators, healthy options, sustainability messaging, success states
• Psychology: Natural, healthy, trustworthy
• Symbolism: Freshness, authenticity (curry leaves are essential to Lankan cooking)

Neutral Palette

Coconut Cream (Light Background)

• Hex: #FFF8DC
• RGB: rgb(255, 248, 220)
• Usage: Light mode backgrounds, cards, surfaces
• Accessibility: Provides warm, inviting backdrop for content

Cinnamon Brown (Dark Text)

• Hex: #5D4037
• RGB: rgb(93, 64, 55)
• Usage: Primary text color, headings, high-emphasis text
• Accessibility: WCAG AAA compliant on light backgrounds

Deep Charcoal (Dark Mode)

• Hex: #1A1A1A
• RGB: rgb(26, 26, 26)
• Usage: Dark mode backgrounds
• Accessibility: True black avoided to reduce eye strain

Warm Gray (Secondary Text)

• Hex: #8D6E63
• RGB: rgb(141, 110, 99)
• Usage: Secondary text, captions, disabled states
• Accessibility: WCAG AA compliant for secondary content

Extended Palette (Semantic Colors)

Success Green

• Hex: #4CAF50
• RGB: rgb(76, 175, 80)
• Usage: Success messages, confirmations, delivered orders

Warning Amber

• Hex: #FF9800
• RGB: rgb(255, 152, 0)
• Usage: Warnings, pending states, caution messages

Error Red

• Hex: #E53935
• RGB: rgb(229, 57, 53)
• Usage: Error states, critical alerts, failed actions

Info Blue

• Hex: #2196F3
• RGB: rgb(33, 150, 243)
• Usage: Informational messages, tips, neutral notifications

Color Usage Guidelines

Primary Use Cases

Turmeric Gold (#E6B04B):

• Primary navigation bar background
• Call-to-action buttons (Order Now, Subscribe, Add to Cart)
• Featured restaurant cards
• Subscription plan highlights
• Active states and selected items
• Brand logo accent

Chili Red (#C5351F):

• Spice level indicators (Mild/Medium/Hot/Extra Hot)
• Limited-time promotions and flash sales
• “Hot Deal” badges
• Urgency indicators (Limited Stock, Ending Soon)
• Hover states on secondary CTAs
• Marketplace section accents

Curry Leaf Green (#4A7C59):

• Subscription section backgrounds (tint)
• Healthy/Vegetarian/Vegan badges
• Eco-friendly delivery indicators
• Trust badges (Verified Restaurant, Top Rated)
• Success confirmations
• Sustainability messaging

Color Combinations

High Impact (Use sparingly):

• Turmeric Gold (#E6B04B) + Chili Red (#C5351F)
• Best for: Promotions, sales, urgent CTAs

Balanced (Primary combination):

• Turmeric Gold (#E6B04B) + Curry Leaf Green (#4A7C59)
• Best for: Main UI, navigation, general content

Subtle (Background patterns):

• Coconut Cream (#FFF8DC) + Warm Gray (#8D6E63)
• Best for: Cards, surfaces, low-emphasis areas

Color Ratios (60-30-10 Rule)

• 60%: Coconut Cream (backgrounds) or Deep Charcoal (dark mode)
• 30%: Turmeric Gold (primary actions and emphasis)
• 10%: Chili Red + Curry Leaf Green (accents and semantic colors)

Dark Mode Adaptations

Typography

Font Families

Primary Font: Roboto (Sans-serif)

• Weights: 300 (Light), 400 (Regular), 500 (Medium), 700 (Bold), 900 (Black)
• Usage: UI elements, body text, navigation, buttons
• Rationale: Excellent readability on mobile, supports multiple languages including Sinhala/Tamil

Secondary Font: Poppins (Sans-serif)

• Weights: 400 (Regular), 500 (Medium), 600 (Semi-Bold), 700 (Bold)
• Usage: Headers, titles, marketing content
• Rationale: Modern, friendly, warm personality

Code Font: Roboto Mono (Monospace)

• Usage: Order IDs, tracking numbers, technical content
• Rationale: Clarity for alphanumeric strings

Type Scale

Text Colors

Light Mode:

• Primary Text: Cinnamon Brown #5D4037
• Secondary Text: Warm Gray #8D6E63
• Disabled Text: #BDBDBD (60% opacity)
• Link Text: Turmeric Gold #E6B04B (hover: darken 10%)

Dark Mode:

• Primary Text: Warm White #F5F5F5
• Secondary Text: #BDBDBD
• Disabled Text: #757575 (40% opacity)
• Link Text: Turmeric Gold #F4C462 (lighter variant)

Spacing & Layout

Base Unit System

Base Unit: 8px (0.5rem)

All spacing increments are multiples of 8px to maintain visual rhythm:

• xs: 4px (0.25rem)
• sm: 8px (0.5rem)
• md: 16px (1rem)
• lg: 24px (1.5rem)
• xl: 32px (2rem)
• xxl: 48px (3rem)

Responsive Breakpoints

• Mobile: < 600px (Flutter: ResponsiveHelper.isMobile())
• Tablet: 600px - 1024px (Flutter: ResponsiveHelper.isTab())
• Desktop: > 1024px (Flutter: ResponsiveHelper.isDesktop())
• Web: Browser platforms (Flutter: ResponsiveHelper.isWeb())

Padding Standards

• Screen Padding: 16px (mobile), 24px (tablet), 32px (desktop)
• Card Padding: 16px
• Button Padding: 12px vertical, 24px horizontal
• Section Spacing: 32px between major sections

Border Radius

• Small: 4px (tags, badges)
• Medium: 8px (cards, buttons)
• Large: 16px (modals, bottom sheets)
• Circle: 50% (avatars, icon buttons)

Accessibility Standards

WCAG 2.1 Compliance Level: AA (Minimum)

Contrast Ratios

Text Contrast (WCAG AA: 4.5:1 minimum):

• Cinnamon Brown #5D4037 on Coconut Cream #FFF8DC: 9.2:1 ✓ AAA
• Warm Gray #8D6E63 on Coconut Cream #FFF8DC: 5.1:1 ✓ AA
• Warm White #F5F5F5 on Deep Charcoal #1A1A1A: 16.8:1 ✓ AAA

UI Component Contrast (WCAG AA: 3:1 minimum):

• Turmeric Gold #E6B04B buttons on Coconut Cream: 4.8:1 ✓ AA
• Chili Red #C5351F badges on Coconut Cream: 7.6:1 ✓ AAA
• Curry Leaf Green #4A7C59 on Coconut Cream: 5.9:1 ✓ AA

Color Blindness Considerations

• Never rely on color alone to convey information
• Use icons + text alongside color coding
• Spice level indicators: Icons (🌶️ x1, x2, x3) + color + text labels
• Order status: Icons (✓, ⏱️, 🚚) + color + status text

Touch Targets

• Minimum size: 48px x 48px (WCAG 2.1 AAA)
• Preferred size: 56px x 56px for primary actions
• Spacing: 8px minimum between targets

Text Scalability

• All text sizes use sp (scaled pixels) in Flutter
• Support up to 200% text scaling
• Test UI at 100%, 150%, and 200% text scales

Focus Indicators

• Keyboard focus: 3px solid Turmeric Gold outline
• Focus visible on all interactive elements
• Skip navigation links for keyboard users (web)

Cultural Context

Sri Lankan Culinary Colors

Our color palette is directly inspired by Sri Lankan cooking:

Turmeric Gold (#E6B04B):

• Represents turmeric (කහ / kurkuma), the golden spice fundamental to almost every Sri Lankan curry
• Symbolizes warmth, prosperity, and home cooking
• Cultural significance: Used in auspicious ceremonies and weddings

Chili Red (#C5351F):

• Represents dried chilies (මිරිස් / mirchi), essential to Lankan heat and flavor
• Symbolizes passion, energy, and the bold flavors of Lankan cuisine
• Cultural significance: Red is an auspicious color in Buddhist and Hindu traditions

Curry Leaf Green (#4A7C59):

• Represents fresh curry leaves (කරපිංචා / karapincha), the aromatic herb in every curry
• Symbolizes freshness, health, and authenticity
• Cultural significance: Connects to natural ingredients and traditional cooking methods

Coconut Cream (#FFF8DC):

• Represents coconut milk (කිරි / pol kiri), the creamy base of many curries
• Symbolizes nourishment, comfort, and richness
• Cultural significance: Coconut is sacred in Lankan culture, used in religious offerings

Cinnamon Brown (#5D4037):

• Represents Ceylon cinnamon (කුරුඳු / kurundu), Sri Lanka’s famous spice export
• Symbolizes heritage, quality, and Ceylon’s spice trade history
• Cultural significance: Cinnamon has been traded from Sri Lanka for over 5,000 years

Cultural Sensitivity Guidelines

Do:

• Use food-based color metaphors (spice colors, ingredient colors)
• Reference culinary traditions and home cooking
• Celebrate Sri Lankan festivals with appropriate seasonal designs
• Include Sinhala/Tamil text for key UI elements (optional toggle)
• Show diverse representation in marketing imagery

Don’t:

• Use Buddhist or Hindu religious symbols as decorative elements
• Rely on stereotypical imagery (elephants, temples, flags as primary branding)
• Appropriate cultural elements without understanding their significance
• Assume all users speak Sinhala/Tamil (many diaspora youth don’t)

Festival Color Adaptations

Vesak (May): Accent with golden yellow (#F9A825) and white Sinhala/Tamil New Year (April): Incorporate traditional patterns in brand colors Deepavali (Oct/Nov): Warm orange (#FF9800) and gold accents allowed

Implementation Guidelines

Flutter Theme Implementation

File Structure

lib/
├── util/
│   ├── app_constants.dart (existing)
│   └── colors.dart (NEW - centralized color constants)
├── theme/
│   ├── light_theme.dart (UPDATE)
│   └── dark_theme.dart (UPDATE)

Color Constants File

Create lib/util/colors.dart:

import 'package:flutter/material.dart';
 
/// CurryDash Brand Colors v2.0
/// Inspired by Sri Lankan spice palette
/// WCAG 2.1 AA compliant
class AppColors {
  // Primary Palette
  static const Color turmericGold = Color(0xFFE6B04B);
  static const Color chiliRed = Color(0xFFC5351F);
  static const Color curryLeafGreen = Color(0xFF4A7C59);
 
  // Neutral Palette
  static const Color coconutCream = Color(0xFFFFF8DC);
  static const Color cinnamonBrown = Color(0xFF5D4037);
  static const Color deepCharcoal = Color(0xFF1A1A1A);
  static const Color warmGray = Color(0xFF8D6E63);
 
  // Dark Mode Variants
  static const Color turmericGoldLight = Color(0xFFF4C462);
  static const Color chiliRedBright = Color(0xFFE64A19);
  static const Color curryLeafGreenLight = Color(0xFF66BB6A);
  static const Color warmWhite = Color(0xFFF5F5F5);
 
  // Semantic Colors
  static const Color successGreen = Color(0xFF4CAF50);
  static const Color warningAmber = Color(0xFFFF9800);
  static const Color errorRed = Color(0xFFE53935);
  static const Color infoBlue = Color(0xFF2196F3);
 
  // Legacy Support (deprecated, use new colors)
  @Deprecated('Use turmericGold instead')
  static const Color primaryColor = Color(0xFFdc143c);
 
  @Deprecated('Use chiliRed instead')
  static const Color secondaryColor = Color(0x9BFF7918);
}

Theme File Updates

Update lib/theme/light_theme.dart:

import 'package:flutter/material.dart';
import '../util/colors.dart';
 
ThemeData lightTheme = ThemeData(
  primaryColor: AppColors.turmericGold,
  secondaryHeaderColor: AppColors.chiliRed,
  disabledColor: AppColors.warmGray,
  hintColor: AppColors.warmGray,
  cardColor: AppColors.coconutCream,
  scaffoldBackgroundColor: Color(0xFFFFFBF5), // Slightly warmer than coconut cream
  errorColor: AppColors.errorRed,
  colorScheme: ColorScheme.light(
    primary: AppColors.turmericGold,
    secondary: AppColors.chiliRed,
    tertiary: AppColors.curryLeafGreen,
    surface: AppColors.coconutCream,
    background: Color(0xFFFFFBF5),
    error: AppColors.errorRed,
    onPrimary: Colors.white,
    onSecondary: Colors.white,
    onTertiary: Colors.white,
    onSurface: AppColors.cinnamonBrown,
    onBackground: AppColors.cinnamonBrown,
    onError: Colors.white,
  ),
  // Additional theme properties...
);

Migration Strategy

Phase 1: Create new color constants file Phase 2: Update theme files to use new colors Phase 3: Gradually refactor components (17+ files identified) Phase 4: Remove deprecated legacy color constants Phase 5: Test across all platforms and color modes

Testing Checklist

• Test on iOS simulator (light/dark mode)
• Test on Android emulator (light/dark mode)
• Test on web browsers (Chrome, Safari, Firefox)
• Validate WCAG contrast ratios with automated tools
• Test with color blindness simulators (Deuteranopia, Protanopia, Tritanopia)
• Test with screen readers (TalkBack, VoiceOver)
• Test text scaling (100%, 150%, 200%)
• User testing with Sri Lankan diaspora community (10+ participants)

Version History

Version 2.0 (December 10, 2025)

• Complete brand refresh based on Phase 0 research
• New spice-inspired color palette (Turmeric Gold primary)
• WCAG 2.1 AA accessibility compliance
• Cultural context and sensitivity guidelines added
• Comprehensive implementation guidelines for Flutter

Version 1.0 (October 12, 2025)

• Initial draft (marked “in development”)
• Basic color definitions (Curry Red, Deep Teal, Saffron Gold)
• Incomplete and inconsistent specifications

Contact & Governance

Brand Guidelines Ownership: Marketing & Design Team Technical Implementation: Engineering Team Cultural Consultation: Sri Lankan Community Advisory Board (proposed)

Questions or Suggestions: Open an issue in the project repository or contact the design team.

Review Cycle: Quarterly review of brand performance metrics, annual comprehensive audit.

Bringing the warmth of Lankan homes to Australian tables 🌶️