Atawich Color - Ali Moghadam

ATAWICH BRAND VISUAL GUILDELINE
Atawich / Color

COLOR

Atawich’s color system is built around energy, appetite, speed of service, and a strong sense of quality. The main brand color, Atawich Red, grabs attention and is a natural fit for a fast-food chain known for its burgers. Alongside it, Charcoal Brown reinforces a sense of authenticity, grilled flavor, toasted bread, and ingredient quality. Together, this combination creates a bold, flavorful, and modern personality for the brand.

Primary Colors

Three foundational colors for Atawich’s visual identity. Brand red drives attention, dark brown adds stability, and warm cream creates balance and readability.

Primary Brand Color

Atawich Red

#D01F42

The core brand color. Energetic, appetite-driven, and ideal for CTAs, headers, and focal points.

Secondary Brand Color

Atawich Brown

#302E2B

The supporting brand color. Best for typography, dark backgrounds, and creating a sense of authenticity and quality.

Base Background

Atawich Cream

#F6EFE7

Used for light backgrounds to create balance and improve readability next to the brand red.

Usage Proportions

Recommended color distribution for digital environments and brand presentation pages.

60%

Light backgrounds, breathing space, and the main body of the page

25%

Headlines, main text, dark sections, and a premium feel

15%

CTAs, discounts, special offers, and attention-grabbing elements

Supporting Palettes

Complementary palettes for food photography, campaigns, seasonal content, and interface design. These colors should always support the primary brand colors, not replace them.

Neutrals

Neutral 1
#FCFAF7

Neutral 2 #F6EFE7

Neutral 3
#E8DED2

Neutral 4
#C9B9A7

Neutral 5
#8D8177

Neutral 6
#5C554F

Warm Food Palette

Warm 1
#D01F42

Warm 2
#E64A19

Warm 3
#F28C28

Warm 4
#F3C54D

Warm 5
#8C5A3C

Warm 6
#D01F42

Fresh Ingredients Palette

Fresh 1
#7C9A3C

Fresh 2
#A8BE58

Fresh 3
#D9E29A

Fresh 4
#6F8F3A

Soft Accent Palette

Accent 1
#FFF1D6

Accent 2
#FFC9B8

Accent 3
#FFF1D6

Accent 4
#E5B7A0

Digital UI Direction

A few simple rules to keep color usage consistent across all branches, campaigns, and digital pages.

Dark Module

Bold, Hot,
Fresh.

Using dark backgrounds in product sections, signature burger campaigns, and high-energy banners makes the brand red feel even more powerful.

Light Module

Signature Burger

Flavor First

Light environments are better for food photography, pricing, product descriptions, and user interface elements because they feel cleaner and more readable.

Color Crimes