After The Table
Brand Book
Our colors, type, characters and voice, in one place. For the team, and for anyone building with us.
Logo
The wordmark is the primary mark. Give it room: keep clear space of at least the height of the icon on every side. The square icon is for small spaces, avatars and favicons.
Wordmark on dark 
Wordmark on light 
Icon / avatar Color
Tap any swatch to copy its hex. Green does the talking, black sets the stage, and every helper keeps its own accent.
Brand greens
The signature. Green is the only brand color that carries meaning: it marks what to tap and what is done.
Foundation
A near-black canvas with layered greys. The dark stage makes the food, the mascots and the green pop.
Character accents
Each helper owns one hue. Use it only for that helper's dot, chip or glow, never as a general accent.
Utility
Sparingly. Gold for rating stars, red only for genuine errors.
Typography
One typeface does all the work: GT Walsheim Pro. Warm, geometric, a little characterful. Headings sit at Medium with tight tracking, balanced when they wrap.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 & @ €
You run the restaurant.
Meet the helpers
No login needed. Just WhatsApp.
Everything runs from one WhatsApp chat: direct any helper and approve their work.
REVIEWS · MARCO
The team
The helpers are the brand's face. Friendly astronaut mascots, each with a job and a color. Always shown cut out on dark, never on a busy background.
Voice and tone
We sound like a calm, capable friend who happens to run your online side. Never a robot, never a salesperson.
Do
- Talk like a helpful person texting in WhatsApp: plain, warm, no jargon.
- Show the whole product: reviews, Google, website and social, not one feature.
- Be honest. There is a dashboard, it is just optional. Never claim less than is true.
- Read naturally in both Dutch and English. Write each language on its own terms.
Don't
- No em-dashes. Use a period, comma or colon.
- Never the word "appje". Use "berichtje" or "WhatsApp-bericht".
- No lonely last word on a two-line heading. Balance the lines.
- No hype or false simplicity to sound clever. Clear beats clever.
In practice
A few rules that keep every touchpoint feeling like us.