Shaded slab lettering
Roadside
Roadside borrows from the painted signs along a country highway. Headlines are set in a heavy slab and cast a hard shadow in a third ink, the way a sign painter shades lettering, and everything else is a plain American gothic that is easy to read. There are no badges, ribbons or fake rust. The type, three painted inks on cream and that one shadow carry the look, so the beer list, the week's events and the photos of the place stay in front.
01 / Character
How Roadside looks and reads
- Heavy slab headlines with a sign painter's drop shade
- A plain gothic body that stays easy to read
- Three painted inks: lettering, buttons and the shade
- Square corners, 3px rules and buttons that press into their shadow
How the page flows
Roadside opens like a billboard: the headline runs across the page with the buttons beside the intro, and the photograph sits below in a heavy frame with its shadow. Each section title carries a short painted stripe. Paper sections turn a little gold as they pass the middle of the screen, and a solid band of color breaks up the page for a quotation or the numbers.
02 / Fit
Businesses that suit it
- Breweries, taprooms and cideries
- Diners, barbecue and burger joints
- Farm stands, orchards and markets
- Hardware stores, garages and barbers
03 / Features
Features
The tap list
Section names in the shaded slab, dotted leaders and prices in the second ink.
What's coming up
Dates set large in framed boxes beside each event.
A banner with a shadow
The spotlight banner sits in a heavy frame that casts the same shadow as the lettering.
04 / Make it yours
Shape the mood around your brand
- Feed Sack is the default: barn red lettering shaded in mustard with denim buttons. Denim, Diner and Night Market keep the same lettering in other inks.
- Keep headlines short. The slab is heavy and reads best across one or two lines.
- Night Market is the dark palette: cream lettering on night blue with mustard buttons, for places that stay open late.
05 / Every screen
Clear, comfortable, and easy to use
- Lettering, labels and buttons meet contrast on the paper and on every band in all four palettes.
- The drop shade is decoration only; the lettering meets contrast without it.
- The gold scroll shift, the shade growing in and the menu's swing stop when a visitor asks for reduced motion or the site's motion is off.
06 / FAQ
Roadside questions
- Can Roadside show a tap list or a menu?
- Yes. The menu block lists sections with prices and short tags such as strength or gluten free.
- Which color palette does Roadside start with?
- Feed Sack. Denim, Diner and Night Market, the dark one, keep the same lettering and shade.
- Is Roadside only for breweries?
- No. It suits any small, plainspoken business with a place people drive to: diners, farm stands, orchards, hardware stores, garages and barbers.