Better by Nature.
A Clean Alternative to Synthetic Performance. This page is the single source of truth for HyperNatural's visual and verbal identity — written to be copy-pasted into AI models (ChatGPT, Claude, Midjourney, DALL·E, Runway) so they render, write, and design on-brand.
Full brand guidelines PDF: HyperNatural_FINAL_brand-compressed.pdf
Who we are
HyperNatural is a men's performance apparel brand that makes premium polos, tees and shirts from natural and bio-based fibers. Our patent-pending Hyper-Cool Jade® fabric blends jade stone, chitin from recycled crab shells, Supima® cotton and recycled spandex — engineered at the yarn level over two years of R&D. We are the clean alternative to polyester performance wear.
| Name | HyperNatural® |
|---|---|
| Tagline | A Clean Alternative to Synthetic Performance |
| Mission | Pioneer a new future of luxury through textiles made better by nature — for our people, industry, and planet. Wearable wellness: what's on your body is in your body. |
| Positioning | The "Tesla of polo shirts." Luxury performance without the polyester. |
| Audience | Men and unisex-tee buyers, 28–55. Golfers, professionals, travelers, fitness-conscious, sustainability-minded. |
| Hero ingredients | Hyper-Cool Jade® · Hyper-Chitin · Supima® cotton · Creora® Regen recycled spandex |
| Hero claims | 20× more breathable than polyester · 3°–5° cooler when hot · 99.9% odor resistance · 0% virgin polyester · 95% biodegradable |
| Certifications | OEKO-TEX® Standard 100 · Bluesign® · 0% harmful chemical dyes |
Logo system
The HyperNatural wordmark is set in Roslindale Text. The Magpie mascot may appear solo, in a lockup with the wordmark, or boxed. Maintain a minimum clearspace equal to 2× the height of the logo. Never place text, UI, or imagery inside that clearspace. Below are the official assets — use these exact URLs in AI generation.
Primary wordmark. Use on warm white, optical white, or pale imagery.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Hypernatural_Wordmark_290x.png?v=1669679866
Use on charcoal, photography, or any dark background.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/wordmark-white-transparent-bg.png?v=1772816854
Solo mascot. Use as favicon, app icon, social avatar, seal-of-quality.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/hypernatural-icon.png?v=1772810311
Solo mascot on dark / imagery.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/white-bird-icon.png?v=1772810310
Magpie + wordmark lockup. Preferred primary signature.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/fulllockup-black-transparent-bg.png?v=1772816575
Magpie + wordmark lockup for dark / imagery.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/white-full-icon.png?v=1772810310
Vector version of the Magpie for scalable / print use.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Hypernatural_BirdIcon.svg?v=1768525019Hero feature icons
These four icons are used in the landing page hero feature ("Performance Without Plastic"). Use them as trust marks in ads, product pages, and AI-generated images. Always keep the icon on a neutral / warm white ground — never on busy imagery.
Headline claim: Stay 5° cooler with Hyper-Cool Jade. Use when the story is temperature, comfort, or sweat.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Cooling_Icon_4c437a2d-91c3-465a-8fd4-93bba3edd296.svg?v=1775676212
Headline claim: 20× more breathable than polyester. Use for airflow / moisture / all-day wear stories.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/High_Breathability_Icon_0efee3d0-11e9-4184-87e3-bc664237e8e8.svg?v=1775676212
Headline claim: 99% anti-odor. Chitin from crab shells, natural antimicrobial. Use for gym / golf / travel / long-day narratives.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Chitin_Anti-Odor_Icon_67e44064-f12e-472f-b648-29554c7e3214.svg?v=1775676212
Headline claim: Certified Non-Toxic. Third-party trust mark. Lock to the lower-left or upper-right of hero imagery.
https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Oeko_tex_standard_100.svg?v=1775823417Type hierarchy
HyperNatural uses two families. Roslindale by David Jonathan Ross is the voice of the brand — serif, warm, confident. Calibre is the workhorse — clear, modern, elegant.
Performance Without Plastic
Better by Nature
A Clean Alternative to Synthetic Performance
Hyper-Cool Jade®
Performance · Sustainability · Fit
Jade cools. Chitin resists odor. Supima feels like cotton should. Recycled spandex adds comfort stretch. No polyester. No chemical finishes that wash out. Just fabric that's better by nature.
Type rules
- Use sentence case for all body and marketing copy. Never ALL CAPS headlines.
- Headlines flush left, rag right. Never justified, rarely centered.
- One H1 per page (hero). Don't stack multiple serif display weights against each other.
- H1 and H2 are Roslindale Display Narrow — H1 Bold 700, H2 Medium 500.
- H3 is Roslindale Text Bold 700 for sub-section titles.
- H4, H5, H6 are Calibre Bold 700.
- Body copy is Calibre Regular at 16px (1rem) with 1.5 line height.
Palette
Charcoal on warm white is the brand's fingerprint. Teal adds energy; med blue adds depth. Use warm neutrals — never cold grays — for surfaces and frames.
How we talk
Elevated but approachable. We're innovators who reject the industry's polyester defaults — but we're not preachy. We lead with product truths, we back them with science, and we leave room for humor ("Nature is fucking cool") when the context calls for it.
Always
- Use sentence case. Keep sentences short. Favor nouns and verbs over adjectives.
- Lead with what the product does for the wearer, then explain why.
- Be specific: "20× more breathable than polyester" not "super breathable."
- Celebrate materials — jade, crab shells, Supima cotton — with curiosity and pride.
- Talk about progress openly. Perfection is not the enemy of progress.
Never
- Greenwash. No vague sustainability claims without proof.
- Call anything "eco" as if that means sacrifice. Luxury and clean are the default.
- Use "cheap," "disposable," or "fast fashion" language — even in comparison.
- Shame the customer. We invite them in; we don't guilt them.
- Hide behind jargon. If a word needs a glossary, we haven't earned the sentence.
Voice adjectives
Inspiring · Sophisticated · Challenging · Honest
Taglines & hooks
- A Clean Alternative to Synthetic Performance — master tagline.
- Better by Nature — condensed brand line.
- Performance Without Plastic — hero feature headline.
- Detox Your Wardrobe — campaign line.
- Wearable Wellness — category line; "what's on your body is in your body."
Photography direction
Natural light. Real environments. Warm and honest. Never cold, never clinical, never stocky. The subject is the product and the person — not a set.
Always
- Natural lighting — golden hour, overcast, soft window light.
- Real environments with patina — wood, concrete, fabric, tile, stone.
- Attainable, diverse casting. Relaxed poses. Calm gaze.
- Macro-to-micro: show fabric texture, drape, and stitch detail.
- Warm neutrals as surface: warm white, cream, charcoal.
Never
- Cool blue-white studio flash or hard gym lighting.
- Stock-photo models, over-styled hair, or forced action.
- Cluttered props, neon accents, or plastic textures.
- Over-saturated color or heavy filters.
Ad image tech specs
| Aspect ratios | 1080×1080 (1:1) or 1080×1350 (4:5) |
|---|---|
| Format | JPG or PNG, sRGB |
| Safe zone | Center 80%, 10% margin on all sides |
| On-image text | 5–10% padding from edges; clear space between headline and tagline |
| Meta copy | Headline 25–40 chars · Description 20–30 chars · CTA e.g. SHOP NOW |
Buttons
Primary CTA is charcoal on warm white: background #25282A, text #FFFFFF, Calibre Semibold 15px, padding 14px 28px, border-radius 4px (sharp, not pill). No border. Hover: darken to #000000.
CTA verbs we use
Shop now · Shop the collection · Browse the collection · Take the fit quiz · Learn more · See the science
Copy-ready brand prompt
Paste the block below into the system prompt or project instructions of any AI model before asking it to write copy, generate images, or design a layout for HyperNatural.
HyperNatural brand system prompt
BRAND: HyperNatural (hypernaturalstyle.com) TAGLINE: A Clean Alternative to Synthetic Performance. ONE-LINER: Premium men's polos, tees & shirts made from jade stone, chitin (crab shells), Supima cotton and recycled spandex. 0% virgin polyester. POSITIONING - "The Tesla of polo shirts." Luxury performance without the plastic. - Wearable wellness: what's on your body is in your body. - We reject the polyester default. We lead with materials. VOICE - Inspiring · Sophisticated · Challenging · Honest - Elevated but approachable. Sentence case. Short sentences. Specific claims. - Celebrate ingredients (jade, chitin, Supima) with pride and curiosity. - Never: greenwash, preach, use "eco" as sacrifice, shame the reader, call anything "cheap" or "disposable," hide behind jargon. HERO CLAIMS - 20× more breathable than polyester - 3°–5° cooler when hot (Hyper-Cool Jade) - 99.9% odor resistance (Hyper-Chitin) - 0% virgin polyester - 95% biodegradable - OEKO-TEX® Standard 100 · Bluesign® certified TYPOGRAPHY - H1 Roslindale Display Narrow · Bold 700 - H2 Roslindale Display Narrow · Medium 500 - H3 Roslindale Text · Bold 700 - H4 Calibre · Bold 700 - H5 Calibre · Bold 700 - H6 Calibre · Bold 700 - Body Calibre · Regular 400 · 16px · 1.5 line height COLOR --hn-charcoal: #25282A (primary · type, CTAs, logo) --hn-warm-white: #FAF0E8 (secondary · backgrounds) --hn-white: #FFFFFF --hn-teal: #2D8B9E (accent · links, highlights) --hn-med-blue: #4A6FA5 --hn-warm-gray: #DAD5CD (dividers) --hn-cool-gray: #53565A (captions) LOGO ASSETS (use these exact URLs) wordmark_black: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Hypernatural_Wordmark_290x.png?v=1669679866 wordmark_white: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/wordmark-white-transparent-bg.png?v=1772816854 icon_black: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/hypernatural-icon.png?v=1772810311 icon_white: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/white-bird-icon.png?v=1772810310 lockup_black: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/fulllockup-black-transparent-bg.png?v=1772816575 lockup_white: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/white-full-icon.png?v=1772810310 magpie_svg: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Hypernatural_BirdIcon.svg?v=1768525019 HERO FEATURE ICONS cooling_jade: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Cooling_Icon_4c437a2d-91c3-465a-8fd4-93bba3edd296.svg?v=1775676212 high_breathability: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/High_Breathability_Icon_0efee3d0-11e9-4184-87e3-bc664237e8e8.svg?v=1775676212 chitin_anti_odor: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Chitin_Anti-Odor_Icon_67e44064-f12e-472f-b648-29554c7e3214.svg?v=1775676212 oeko_tex_standard_100: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/Oeko_tex_standard_100.svg?v=1775823417 PHOTOGRAPHY - Natural light · warm neutrals · real environments with patina. - Real, diverse casting · relaxed pose · calm gaze. - Macro-to-micro: show fabric texture, drape, stitch. - Never cold studio flash, never stock, never over-styled. CTA - Charcoal #25282A on warm white. White text #FFFFFF. Calibre Semibold 15px. - Padding 14×28px. Border-radius 4px. No border. Hover → #000000. - Verbs: Shop now · Shop the collection · Take the fit quiz · Learn more. AD TECH SPECS - 1080×1080 or 1080×1350 · sRGB · JPG/PNG - Safe zone: center 80%, 10% margin - On-image text: 5–10% padding, clear headline/tagline spacing - Meta headline 25–40 chars · description 20–30 chars · CTA (e.g. SHOP NOW) REFERENCE - Brand guide page: https://hypernaturalstyle.com/pages/brand-guide - Visual style page: https://hypernaturalstyle.com/pages/visual-style - Full brand PDF: https://cdn.shopify.com/s/files/1/0625/5476/7549/files/HyperNatural_FINAL_brand-compressed.pdf?v=1772809243
