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The whole brand, on twenty sheets.

Turo Turo Chili Crunch — naming, mark, colour, type, pattern, illustration and merch, drawn up as a board and a nineteen-page guide. Jump to any page.

Brand Board & Style Guide · v1.3 · Sept 2026
Brand Board — single sheet
Registuroturo · Turo Turo Chili Crunch Brand Board / Vol. 01 / Sept 2026
Heat, handed over.
Small-batch garlic & shallot chili crunch for people who put it on everything — Filipino by lineage, Californian by kitchen.
Name — Regi's + turo-turo, the point-at-the-food counter.
Mark — the lip-point: a mouth mid-gesture.
Line — Signature · Extra Spicy · Avocado Oil.
Voice — warm before clever. Talk like you're passing the jar.
Colour
Turo Pink
#E51D73
Kanin Cream
#F8EFDC
Uling
#2B211C
Dugo Berry
#AF1A62
Rosas Blush
#F3D6E1
Dahon Mint
#C2F8C4
Sili Red
#C33A1E
Mantika Gold
#E9C87E
60 cream ground · 20 uling ink · 15 Turo Pink gesture · 5 support. One pink moment per composition.
Typography
Bricolage Grotesque
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Sometype Mono
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Display 800 · Body 400 · Labels mono 700, uppercase, +0.19 em.
Logo kit
Knockout lockup. 1X clear space. Min 72 px / 18 mm. Turo Dot below 48 px.
The wave — crests & fields
Illustration — it goes on everything
Photography
Warm key light, hands in frame, mid-motion. Never sterile white-sweep flat-lay.
Lines that carry
Heat, handed over.
Point. We'll pass it.
Opo. One more spoon.
Registuroturo LLC · California · registuroturo.com Brand Board v1.0
Brand Guide — page 01 / 19
Registuroturo  ·  Turo Turo Chili Crunch Brand Board & Style Guide  /  Vol. 01  /  Sept 2026
Heat, handed over.
Small Batch  ·  Garlic & Shallot  ·  Made in California
Brand Guide — page 02 / 19
ContentsRegisturoturo Brand System
What's
inside.
01Cover 02Contents 03The Name & The Gesture 04Positioning & Personality 05The Mark — Anatomy 06Logo Kit — Colorways 07Logo — Placement & Misuse 08Color — Core Palette
09Color — Support & Ratios 10Typography — Two Voices 11Typography — Scale & Rules 12The Wave — Pattern System 13Illustration System 14Photography Direction 15Voice & Messaging 16In The Wild 17Quick Reference
Registuroturo — Brand System v1.002
Brand Guide — page 03 / 19
01 — OriginThe Name & The Gesture
Where it comes from
Named for a
counter. Drawn
from a mouth.
Registuroturo = Regi's + turo-turo — the Filipino point-at-the-food eatery, where nobody hands you a menu. You walk up, you look, you point. Someone spoons it onto your rice.
And when Filipinos point, we often don't use a finger at all. We purse the lips and aim. That's the mark. A mouth mid-gesture — which is also, conveniently, where a chili crunch is headed.
Sayreh·jees·TOO·roh·TOO·roh ShortTURO TURO — never “RTT”, never “Registuro” LegalRegisturoturo LLC · California · registuroturo.com
The jar moves across the table
The one line
“Heat, handed over with tenderness.”
Origin03
Brand Guide — page 04 / 19
02 — FoundationPositioning & Personality
Positioning statement
Small-batch garlic & shallot chili crunch for people who put it on everything — Filipino by lineage, Californian by kitchen.
The promise
We fry garlic and shallot slowly, in pans small enough to watch. Nothing is scaled until it can be scaled without losing the crunch. You get a jar that tastes like it came from someone's kitchen, because it did.
Category
Specialty condiment / chili crisp · Premium tier · DTC + specialty grocery
Who it's for
The Condiment Collector
Six hot sauces in the door of the fridge. Follows food creators. Buys the jar because the jar is good, stays because the crunch is better.
The Diaspora Cook
Cooks adobo on Sunday and pasta on Tuesday. Wants a Filipino product that isn't explaining itself to anyone.
The Gifter
Needs a $20–40 object that looks considered. Buys three.
Personality dials
CoolWarm
SeriousPlayful
QuietLoud
CasualCrafted
HeritageModern
We are / we are not
Bold, warm, precise, generous
Exotic, artisanal, hidden-gem, spicy-bro
Four things we always say
A Small batch, no shortcuts.
Fried in pans, not vats. Counts, not adjectives.
B Filipino, unexplained.
Turo-turo, kamayan, the lip-point. Stated, not translated.
C It goes on everything.
Rice, eggs, pizza, ice cream. The illustrations prove it.
D Handed over.
The jar always moves toward someone.
The
line
Signature
14 oz · the everyday heat
Extra Spicy
14 oz · for the ones who ask
Avocado Oil
8 oz · clean, high-smoke
Foundation04
Brand Guide — page 05 / 19
03 — IdentityThe Mark — Anatomy, Clear Space, Scale
Primary lockup
1X
X = the cap-height of the letter T in TURO. Keep a minimum of 1X of clear space on all four sides of the lip silhouette. Nothing enters that field — no type, no rules, no photography edge, no other logo.
Anatomy
01
The lip-point
A mouth pursed mid-gesture. Reads as a mark, a mouth, and a pointing hand at once. Never redrawn, never smoothed.
02
TURO TURO
Custom brush lettering, knocked out of the lip. Two stacked lines, optically centered — not mathematically.
03
Regi's
The signature. Small, personal, always above. It is what keeps the brand a person and not a factory.
The Turo Dot
Silhouette only. Favicon, jar cap, bullet marker, story sticker, embroidery. Use below 48 px, where lettering would fill in.
Secondary lockup — with descriptor
Garlic & Shallot Chili Crunch
Small Batch · California
Descriptor sits right, mono, ranged left, separated by a hairline at 1X. Never beneath the mark — the lip already points sideways.
Minimum sizes
Digital
72 px tall
Print
18 mm tall
Dot only
16 px / 6 mm
Below these thresholds the counters close and the gesture is lost.
Identity05
Brand Guide — page 06 / 19
04 — IdentityLogo Kit — Approved Colorways
Eight ways
to wear it.
The lockup is a knockout: the lettering is a hole, not white ink. Whatever sits behind the mark shows through it. Only the silhouette carries colour — and only one of these eight.
Primary
Turo Pink on Kanin Cream
Reverse
Kanin Cream on Turo Pink
Night
Kanin Cream on Uling
Soft
Uling on Rosas Blush
Cool
Turo Pink on Dahon Mint
Mono — Positive
1-colour print, stamping, foil
On pattern
Cream lockup, bold crest only
Over image
White only, image darkened ≥ 35%
File set: SVG (master) · PNG @1x/2x/3x transparent · EPS mono · PDF vector Any colourway outside these seven requires sign-off.
Identity06
Brand Guide — page 07 / 19
05 — IdentityPlacement & Misuse
Eight ways
to ruin it.
The mark is hand-drawn and asymmetric on purpose. It already carries all the personality it needs. Everything below is an attempt to add more, and every one of them subtracts.
Always
Use the supplied master file
Scale proportionally, from a corner
Keep 1X clear space
Place on a flat, calm field
Let the background read through the letters
Rule of thumb
If you are decorating the logo, you are covering for a weak layout.
Stretch or condense
Rotate or tilt
Recolour off-palette
Add shadow, bevel, glow
Pink on a busy photo
Turo Turo
Set the name beside the mark
Box, badge, or outline it
Drop below 100% opacity
Identity07
Brand Guide — page 08 / 19
06 — ColourCore Palette
Three do the
work. Five
season it.
Cream is the room. Pink is the shout. Uling is the weight that keeps the shout from turning into noise. Ninety per cent of everything we make uses only these three.
Primary · 20%
Turo
Pink
HEX  #E51D73
RGB  229 · 29 · 115
CMYK  0 · 87 · 50 · 10
PMS ≈  213 C
The lip. The shout. Headlines, the mark, one CTA per screen. Never a background for body copy.
Base · 60%
Kanin
Cream
HEX  #F8EFDC
RGB  248 · 239 · 220
CMYK  0 · 4 · 11 · 3
PMS ≈  7499 C
Rice. The default page, the label field, the negative space. Warm — never swap it for pure white.
Ink · 20%
Uling
HEX  #2B211C
RGB  43 · 33 · 28
CMYK  0 · 23 · 35 · 83
PMS ≈  Black 7 C
Charcoal, not black. All body text, all rules, all lids. Carries the smoke of the fry.
Colour08
Brand Guide — page 09 / 19
07 — ColourSupport Palette, Ratios & Contrast
Support — flavour & seasoning
Dugo Berry
#AF1A62
175·26·98
0·85·44·31
Deep pattern ground. Packaging panels, hero crests.
Rosas Blush
#F3D6E1
243·214·225
0·12·7·5
Extra Spicy field. Soft grounds, PR tissue.
Dahon Mint
#C2F8C4
194·248·196
22·0·21·3
Avocado Oil field. Cool relief, scallion note.
Sili Red
#C33A1E
195·58·30
0·70·85·24
Crest linework, chili flake, illustration edge.
Mantika Gold
#E9C87E
233·200·126
0·14·46·9
Oil, yolk, lamplight. Accent only — never type.
Product colour-coding
Signature
Extra Spicy
Avocado Oil
One SKU, one field colour. Everything else on the label — mark, lettering, legal, seigaiha — stays constant across the line.
Tints & shades — interface only
Pink 50 · 200 · 400 · 600 core · 800 · 900  — hover, focus, pressed, links.
Uling 50 · 200 · 400 · 600 · 800 · 900 core  — rules, dividers, disabled, ink.
Contrast — verified (WCAG 2.1)
Uling on Kanin Cream  13.7:1  AAA
Uling on Dahon Mint  13.1:1  AAA
Uling on Rosas Blush  11.6:1  AAA
Kanin on Dugo Berry  5.8:1  AA
Kanin on Sili Red  4.7:1  AA large
Turo Pink on Uling  3.6:1  AA large only
Cream on Turo Pink is 3.9:1 — never set body copy there. Display sizes ≥ 24 px / bold only.
The 60 / 20 / 15 / 5
60
20
15
Cream ground · Uling type & structure · Turo Pink for the one thing that matters on the page · a sliver of support colour. Pink stops working the moment there are two of it.
Approved pairings
Aa
Aa
Aa
Aa
Aa
Aa
Never
Pure white (#FFF) as a page ground
Pure black (#000) for type
Gradients, or pink-to-orange “heat” ramps
Two support colours in one composition
Turo Pink beside Dugo Berry — they fight
Colour09
Brand Guide — page 10 / 19
08 — TypographyTwo Voices
Display & TextVariable · opsz 12–96 · wght 200–800
Bricolage
Grotesque
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 &?!—“”
A grotesque with the corners left on. Its slightly irregular joins and wide optical range give headlines the same hand-made warmth as the label lettering, while staying completely legible at 12 px. It is the voice of the brand speaking.
Use for — headlines, product names, body copy, UI, packaging front-of-pack.
Weights — 800 display · 700 subhead · 500 UI · 400 body.
Always — set optical size to match: opsz 96 above 40 px, opsz 14 below.
Label & SpecVariable · wght 400–700
Sometype
Mono
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 &?!—“”
The counter voice. Humanist monospace does the unglamorous work — net weights, lot codes, ingredient decks, nav labels — and in doing so signals a real facility with real batches behind the pretty jar.
Use for — eyebrows, captions, specs, nutrition, lot & best-by, buttons, footers.
Set — uppercase, tracked +0.16 em to +0.19 em, 9–11 px.
Never — as a headline, or for anything longer than two lines.
Typography10
Brand Guide — page 11 / 19
09 — TypographyScale, Setting & Rules
The scale
D1 / 150
Point.
D2 / 92
We'll pass it.
D3 / 58
Garlic & Shallot
H1 / 40
Fried slow, in small pans
H2 / 25
Signature · Extra Spicy · Avocado Oil
Body / 15
Fourteen ounces of garlic, shallot and chili suspended in oil.
Label / 9.5
Net wt 14 oz (396 g) · Lot · Best by
Setting rules
Display tracking −0.03 to −0.045 em
Body 15 px / 1.62, max 62 characters
Headlines rag left, never justified
Break headlines on meaning, not width
Sentence case for headlines
Never
A third typeface
All-caps Bricolage headlines
Faux bold, italic, or outline
Centred body copy
Type over the busy part of a photo
In use
Signature
Garlic & Shallot
Chili Crunch
The one we started with. Toasted, savoury, loud enough to notice and quiet enough to eat every day.
Net wt 14 oz (396 g)
Hierarchy demo — dark
Opo.
One more spoon.
Mono for the facts. Bricolage for the feeling. Pink for exactly one word.
Fallback stack
Bricolage Grotesque → Inter, Helvetica Neue, system-ui, sans-serif
Sometype Mono → IBM Plex Mono, ui-monospace, monospace
Typography11
Brand Guide — page 12 / 19
10 — Graphic LanguageThe Wave — Pattern System
The wave does
two jobs.
A seigaiha — overlapping arcs, three rings deep — carried over from the label. It runs in two tiers, and the tier decides the volume of the whole piece. Crests shout. Fields hold still. Never both in one composition.
Tier 01 — Crest
Full-bleed artwork, anchored to the bottom edge, cropped — never floated in a box. Covers, jar sleeves, hero panels, PR box interiors.
Tier 02 — Field
Seamless tonal tile, 232 × 283 px at 1×. Sits behind content at low contrast. Web sections, label grounds, packing tissue.
Cream on Berry
Hero. Covers, primary packaging.
Cream on Sili Red
Heat cue. Extra Spicy, warnings.
Sili Red on Blush
Editorial. Recipes, social, print.
Mint on Mint
Tonal crest. Avocado Oil only.
Kanin Cream field
Rosas Blush field
Dahon Mint field
Rules
Crests bleed off at least two edges
Fields tile at 100% — never stretched
Type sits on the flat area above a crest
Never rotate, mirror or arch the wave
Never set body copy over a crest
Never recolour outside the eight approved
Graphic Language12
Brand Guide — page 13 / 19
11 — Graphic LanguageIllustration System
It goes on
everything.
Hand-painted, loose-edged, palette-limited. Every plate in the library is a plate that has been improved by the jar — which is the entire argument of the brand, made without a single word of copy.
Medium
Digital gouache. Visible brush edge, no vector fills.
Palette
Rosas, Sili Red, Kanin, Seafoam, Mantika. No new hues.
Rule
Chili crunch is always visibly ON the dish, never beside it.
Ground
Always cut out. Floats on cream or pink — never in a box.
Graphic Language13
Brand Guide — page 14 / 19
12 — Graphic LanguagePhotography Direction
Warm light.
Real hands.
Mid-motion.
Photography is where the tenderness lives. Shoot the moment just before or just after the spoon lands — the pour, the pass, the reach. The jar is rarely the subject; it is what somebody is doing something with.
Always
One warm key source, hard-ish, from the side
Hands in frame — reaching, holding, passing
Steam, drips, crumbs, a used napkin
Banana leaf, woven mat, worn wood
Shallow depth, subject slightly off-centre
Never
Sterile white-sweep CPG flat-lay
Cool or blue-shifted grade
Perfect symmetry, tweezered garnish
Fire, flames, skulls, “extreme heat” tropes
Hero — the spread
Action — the pour
Emotion — the hand-off
Range — the line-up
Graphic Language14
Brand Guide — page 15 / 19
13 — VoiceTone & Messaging
Talk like
you're passing
the jar.
Not selling it. Passing it. That single adjustment fixes most copy problems before they happen — it strips the pitch, keeps the warmth, and leaves room for a joke.
Five principles
01 Warm before clever.
02 Specific beats superlative. Counts, weights, minutes.
03 Tagalog where it's true, never as garnish.
04 Explain by context, not parenthesis.
05 Short. Then shorter.
Words we don't use
exotic · authentic · hidden gem · artisanal · elevated · flavour journey · umami bomb · ethnic · fusion · addictive
Say it this way
“Garlic, shallot, chili, oil. Fried slow, in small pans.”
“Our authentic artisanal small-batch premium chili crunch.”
“Opo. One more spoon.”
“Experience the exotic flavours of the Philippines!”
“Point at what you want. That's how turo-turo works.”
“Turo-turo (a traditional Filipino point-and-choose eatery concept).”
Tone by channel
PackFactual, calm. Mono does the talking. WebConfident, short. One idea per screen. SocialLoose, funny, second-person. Emoji sparingly. EmailLike a text from a friend who cooks. SupportPlain, fast, apologise once and fix it.
Naming & spelling
BrandRegisturoturo — one word, no hyphen, capital R only. Counterturo-turo — lowercase, hyphenated, no italics. LineSignature · Extra Spicy · Avocado Oil. Size14 oz (396 g). Numerals, never spelled out. Heat“heats”, not “levels” or “SKUs”.
Lines that carry
Heat, handed over.
Point. We'll pass it.
Crunch worth pointing at.
Boilerplate — 40 words
Registuroturo makes small-batch garlic and shallot chili crunch in California. Named for the turo-turo counters where you order by pointing, it's built on one idea: heat, handed over. Three heats. Fourteen ounces. Goes on everything.
The one-line test
If you can't imagine saying it out loud while handing someone the jar, it isn't our copy yet. Read it aloud. Cut until it survives.
Voice15
Brand Guide — page 16 / 19
14 — ApplicationIn The Wild
The system,
doing its job.
Cream field, mono facts, one pink gesture, one illustration. That formula holds from a 14 oz label to a billboard. Anything that can't be built from it needs a different idea, not a new colour.
Extra Spicy
Garlic & Shallot
Chili Crunch
CONTAINS: SESAME, SOY
STORE COOL & DRY · AVOID SUNLIGHT
REGISTUROTURO.COM
NET WT 14 OZ (396 G)
Opo.
One more
spoon.
9:16 · Story frame 03
ShopOur StoryRecipesCart (1)
Small batch · California
Heat,
handed over.
Garlic and shallot, fried slow and suspended in oil. Three heats. Goes on everything.
Shop the three Recipes
Application16
Brand Guide — page 17 / 19
15 — ApplicationMerch — Apparel
Worn, not
branded.
The wave prints as a hem border, never a chest graphic. It touches the bottom hem and rises about a hand's width, ending on a straight horizontal line low near the hips. The mark goes on the upper back or the left chest — never both, never large on the front.
Tee · berry hem
Tee · back mark
Camp shirt · mint hem
Camp shirt · mint allover
Application17
Brand Guide — page 18 / 19
16 — ApplicationMerch — Objects & Print
Everything
else it lands on.
The wave and the mark travel further than the jar does. A tote in a grocery aisle, a cap on a line cook, a sticker on someone else’s laptop — each one is the brand carried somewhere it was not sold. Same discipline everywhere: cream ground, one pink gesture, nothing decorated.
PR box · Extra Spicy
Bottle · sticker cluster
Stickers · laptop cluster
Tote · cream canvas
Cap · corduroy, embroidered patch
Sticker · car window
Application18
Brand Guide — page 19 / 19
17 — ReferenceOne Page, Everything
Heat, handed over with tenderness.
Registuroturo LLC · California
registuroturo.com · @registuroturo
Signature · Extra Spicy · Avocado Oil
14 oz (396 g) · 8 oz (227 g)
Brand System v1.0 — September 2026
Colour
7
#E51D73 · #F8EFDC · #2B211C · #F3D6E1
#C2F8C4 · #C33A1E · #E9C87E · #AF1A62
Type
Bricolage Grotesque
Sometype Mono
Display 800 · Body 400 · Labels mono 700, +0.19 em, caps
Ratio
60 cream / 20 uling / 15 pink / 5 support
The five checks
Is the ground cream, not white?
Is there exactly one pink gesture?
Do the facts sit in mono?
Does the logo have 1X of air?
Is somebody handing something over?
Point.
We'll pass it.
Reference19