Internal Reference
Dr. Harvey's Design System
A comprehensive guide to the colors, typography, components, and patterns that define the Dr. Harvey's brand experience.
01 — Principles
Design Principles
Non-negotiable visual rules that maintain brand cohesion across every surface, component, and layout.
RULE 01
Text Must Harmonize With Its Background
On colored backgrounds, body text should be a dark shade of that background's hue — not neutral gray. Gray text on a tinted surface looks washed out.
Pink bg + dark rose text (#6B3A52)
Cool bg + dark navy text (#3A4A5C)
Any colored bg + gray text (#3A3A3A)
RULE 02
No Side-Stripe Borders
Never use thick border-left or border-right as accent decoration on cards, alerts, or callouts. Use full tinted backgrounds with leading icons instead.
Tinted background + icon + subtle full border
border-left: 4px solid on alerts or cards
RULE 03
Tint Neutrals Toward Brand
The neutral gray scale carries a subtle warm tint (~340° hue) for subconscious brand cohesion. Pure grays should never appear in the theme.
Warm-tinted neutrals: #242123, #3C393B, #645F64
Pure grays: #222, #666, #999, #CCC
02 — Foundation
Color Palette
Our color system is built around a warm magenta brand palette, supported by functional greens, informational blues, and a refined neutral scale.
Brand — Primary
#AC194E
--color-brand-primary
Primary CTAs, buttons
#DB2777
--color-brand-200
Highlights, secondary CTA
#BD355E
--color-brand-dark
Active nav, hover states
#94143B
--color-brand-darker
Pressed states, emphasis
#E44780
--color-brand-500
Highlights, accents
#B96A8B
--color-brand-muted
Muted accents, labels
#FBE9F9
--color-brand-light
Light backgrounds, tints
Functional — Green & Nature
#007059
--color-dark-green-900
Primary CTA, action buttons
#31866B
--color-success-brand
Natural / organic messaging
#10B981
--color-success-500
Success feedback, validation, in-stock
#059669
--color-success-400
Hover on success elements
#ECFDF5
--color-success-bg
Success backgrounds
#F0F7F5
--color-dark-green-100
Subtle green tint
Functional — Information & Trust
#2F73AA
--color-info-500
Informational elements
#0176A2
--color-info-600
Links, trust indicators
#243153
--color-info-deep
Deep blue accents
#080A39
--color-info-deep-100
Primary text color
#DCEDF5
--color-info-bg
Info backgrounds
Accents — Purple, Orange & Gold
#862C91
--color-light-purple-900
Purple buttons, special
#744E77
--color-purple-700
Muted purple accent
#FF9500
--color-orange-900
Sale badges, warnings
#F6C94B
--color-warning-400
Warnings, attention
#DDDDFA
--color-purple-100
Light purple tint
Neutrals — Gray Scale
#242123
neutral-900
Near black
#3C393B
neutral-800
Dark text alt
#645F64
neutral-600
Secondary text
#716D72
neutral-500
Muted text
#847F8F
neutral-400
Placeholder text
#D1CED2
neutral-300
Borders
#D6D6E1
neutral-100
Dividers
#F5F5F7
black-100
Light backgrounds
#FAF8F9
neutral-50
Page background
Semantic Backgrounds
#F7F3EA
warm-light
Warm sections
#F7FAFE
cool-light
Cool sections
#FBF3F6
dark-pink-100
Pink-tinted sections
#F3F9ED
success-subtle
Subtle green sections
Recommended Color Pairings
Primary on White
Brand magenta CTAs and links on clean white backgrounds for maximum contrast and click-through.
Nature & Wellness
Dark green text on light green backgrounds communicates natural ingredients and pet wellness.
Trust & Authority
Deep navy text on cool-light backgrounds builds confidence through professional calm.
Warmth & Emotion
Deep brand tones on the lightest pink create an intimate, caring feel for testimonials.
03 — Typography
Type System
A three-tier hierarchy creates visual rhythm: editorial serifs for impact, rounded sans for warmth, and clean sans for readability. All fonts loaded via Adobe Typekit.
Recommended Type Hierarchy
H1 – H2
p22-mackinac-pro
Light · -0.035em tracking · 1.2 line-height
p22-mackinac-pro
Light · -0.035em tracking · 1.2 line-height
Editorial authority for hero & section headings
H3 – H6
filson-pro
Medium weight
filson-pro
Medium weight
Confident, structured subheadings with geometric precision
Body
museo-sans
Regular · 300 weight
museo-sans
Regular · 300 weight
Clean, legible body text for paragraphs, descriptions, UI labels, and form elements. Museo Sans provides excellent readability at small sizes while maintaining the brand's refined character.
Accent
filson-soft
Light · Friendly moments
filson-soft
Light · Friendly moments
Warm, rounded voice for promotional callouts, badges, and Subscribe & Save messaging
Font Specimens
P22 Mackinac Pro
48px
Nourishing the ones who love us back
36px
Made with the finest whole food ingredients
24px
Real nutrition you can see, smell, and feel good about
18px
Crafted by a veterinary nutritionist with over 40 years of experience in holistic pet health
Filson Pro
32px
Better ingredients for better health
22px
Your dog deserves real food, not processed kibble
17px
Explore our complete range of base mixes, supplements, and treats
14px
Structured clarity for navigation, labels, and supporting content
Filson Soft
22px
Save 10% when you subscribe
16px
Free shipping on orders over $49 · Subscribe & Save 10%
13px
NEW · BEST SELLER · LIMITED EDITION
Use for promotional messaging, badges, and moments that benefit from a warmer, friendlier tone.
Museo Sans
19px
Dr. Harvey's was founded on a simple idea: pets deserve the same quality of nutrition as humans.
16px
Our base mixes are dehydrated blends of organic grains, vegetables, and herbs. Simply add water and your choice of protein for a complete, balanced meal that your dog will love.
14px
Free shipping on orders over $49. Autoship subscribers save 10% on every order.
12px
Ingredients: Organic oats, organic brown rice, organic flaxseed, dehydrated sweet potato, organic barley
Pacifico
36px
Love at first bite
24px
made with love
Use sparingly for emotional or playful accent moments only. Never for body text or headings.
Heading Scale
Eyebrow
11-12px / uppercase
Compare Formulas
Brand Primary
Our Ingredients
Neutral
Filson Pro · 600 weight · 2-2.5px tracking · Always uppercase. Use above main headings to signal category or context. Brand Primary (#AC194E) for branded and promotional sections. Neutral (#626262) for informational and editorial contexts.
<h1>
48px / 32px mobile
Nourishing Every Bite
<h2>
40px / 28px mobile
Our Ingredients Philosophy
<h3>
22px / 20px mobile
Why Fresh Food Matters
<h4>
19px / 17px mobile
Vet-Formulated Base Mixes
<h5>
17px
Subscribe & Save Benefits
<h6>
16px
Shipping Information
Font Pairing Showcase
Real Food for Real Dogs
Crafted with whole food ingredients your dog will love
Our base mixes combine dehydrated organic grains, vegetables, and herbs into a complete foundation for your dog's daily nutrition. Just add water and protein for a fresh, balanced meal in minutes.
Real Food for Real Dogs
Crafted with whole food ingredients your dog will love
Our base mixes combine dehydrated organic grains, vegetables, and herbs into a complete foundation for your dog's daily nutrition. Just add water and protein for a fresh, balanced meal in minutes.
Real Food for Real Dogs
Crafted with whole food ingredients your dog will love
Our base mixes combine dehydrated organic grains, vegetables, and herbs into a complete foundation for your dog's daily nutrition. Just add water and protein for a fresh, balanced meal in minutes.
04 — Components
Buttons
Buttons follow a clear hierarchy: brand magenta for primary actions, green for purchase/success flows, dark green for eco-messaging, and purple for special promotions.
05 — Forms
Form Elements
Inputs use light borders and subtle shadows for depth, with blue focus rings for accessibility. Labels are set in 14px Museo Sans medium weight.
06 — Spatial System
Spacing & Layout
Consistent spacing, radii, and shadows create visual harmony across all components and page sections.
Border Radius
XS
1px
Inputs
5px
MD
6px
LG / Buttons
8px
Cards
12px
Pill
9999px
Shadows
Input / Default
Card / Subtle
Tooltip / Elevated
Hover / Lift
Responsive Breakpoints
| Name | Width | Usage |
|---|---|---|
| xs | 380px | Small mobile devices |
| sm | 640px | Large mobile / small tablet |
| md | 768px | Tablet portrait |
| 2md | 991px | Tablet landscape / navigation |
| lg | 1024px | Desktop |
| 2lg / xl | 1280px | Wide desktop |
| xl (container) | 1440px (90rem) | Max container width area |
07 — Assets
Placeholder Image
When a merchant has not yet assigned an image to a section or block, we use Shopify's native image placeholder SVG as a fallback. This is the only accepted placeholder across the theme.
Preview
Card / Hero size
Thumbnail size
Usage
Use {{ 'image' | placeholder_svg_tag }} as the fallback wherever a section or block expects an image. Wrap it in a conditional so the placeholder only renders when no image is assigned:
{%- if section.settings.image -%}
{{ section.settings.image | image_url: width: 800 | image_tag }}
{%- else -%}
{{ 'image' | placeholder_svg_tag }}
{%- endif -%}This pattern applies to product cards, hero banners, collection images, split-content blocks, and any other component that accepts a merchant-uploaded image. The SVG scales to fill its container, so no additional sizing is needed.
08 — Patterns
Component Patterns
Reusable component patterns that combine typography, color, and spacing into cohesive UI elements.
Badges & Labels
New
Best Seller
Sale
Coming Soon
Limited
Link Styles
.primary-link
View all dog food products
.sketch-underline
Discover the difference
Nav link
Shop Dogs
Alerts & Notifications
Your order has been placed! Check your email for tracking details.
Subscribe & Save members get free shipping on every order.
This item is running low in stock. Order soon to avoid delays.
We couldn't process your payment. Please check your card details and try again.
Cards
🌱
Canine Health
Our original base mix with organic grains, vegetables, and herbs for complete daily nutrition.
✨
Paradigm
A grain-free, low-carb base mix designed for dogs with special dietary needs.
💐
Raw Vibrance
A complete raw food supplement with probiotics and omegas for raw-fed dogs.
09 — In Context
Section Examples
Full-width layout patterns showing how the design system comes together in real e-commerce page sections. Each demonstrates a different arrangement of typography, color, imagery, and calls to action.
01
Hero Banner
Homepage hero, landing page above-the-foldNourishing the Ones Who Love Us Back
Whole food nutrition crafted by a veterinary nutritionist with over 40 years of experience. Real ingredients you can see, smell, and feel good about.
02
Feature Grid
Value props, "Why Choose Us"Why Pet Parents Trust Dr. Harvey's
Three principles guide everything we make.
Whole Food Ingredients
Every ingredient is real, recognizable food — organic grains, dehydrated vegetables, and therapeutic herbs.
Made with Love
Small-batch production in our own facility ensures the quality and care your pet deserves.
Vet Formulated
Developed by Dr. Harvey himself, a veterinary nutritionist with decades of clinical experience.
03
Split Content — Image Left
Product story, ingredient spotlightWhat Makes Our Base Mixes Different
A foundation for fresh, homemade meals
Our base mixes are dehydrated blends of organic grains, vegetables, and herbs. Simply add water and your choice of protein for a complete, balanced meal your dog will love.
04
Testimonial / Social Proof
Reviews, testimonialsAfter switching to Dr. Harvey's, my dog's energy, coat, and overall health transformed completely. I only wish I had found it sooner.
Sarah M.
Pet parent to Luna, a 7-year-old Golden Retriever
05
Product Showcase
Featured products, collection gridBest Sellers
Best Seller
Canine Health
From $16.99
Paradigm
From $22.99
Veg-to-Bowl
From $14.99
Raw Vibrance
From $29.99
06
CTA Banner — Dark Background
Subscription push, mid-page conversion
07
Icon Stats Row
Trust metrics, brand credibility100K+
Happy Pet Parents
Trusted by families across the country
40+
Years of Expertise
Decades of veterinary nutrition research
Free
Shipping Over $49
Fast delivery right to your door
5-Star
Customer Reviews
Consistently top-rated by pet parents
08
Split Content — Text Left with Checklist
Ingredient benefits, product detailsWhat's Inside Every Bag
Only ingredients you'd recognize from your own kitchen — no mystery ingredients, ever.
- Organic whole grains and ancient seeds
- Dehydrated vegetables and leafy greens
- Therapeutic herbs for digestive health
- No preservatives, fillers, or mystery ingredients
- Human-grade, USA-sourced ingredients
09
FAQ Section
Product Q&A, support contentFrequently Asked Questions
How do I transition my dog to Dr. Harvey's?
We recommend a gradual 7-day transition. Start by mixing 25% Dr. Harvey's with 75% of your current food, then increase the ratio every two days until fully transitioned.
How much should I feed my dog?
Feeding amounts vary by your dog's weight, age, and activity level. Use our feeding calculator on each product page for personalized recommendations.
Are your products grain-free?
We offer both grain-inclusive and grain-free options. Paradigm is our grain-free base mix, while Canine Health and Veg-to-Bowl include organic whole grains.
Can I cancel my subscription anytime?
Absolutely. There are no commitments or cancellation fees. You can pause, skip, or cancel your subscription at any time from your account dashboard.
10
Newsletter / Footer CTA
Email signup, exit-intent conversion
11
"Made with Love" Brand Story
About section, founder storyA Lifetime Dedicated to Pet Nutrition
For over 40 years, Dr. Harvey Cohen has been on a mission to bring real, whole food nutrition to every dog's bowl. What started as a simple idea in a small kitchen has grown into a movement of pet parents who believe their dogs deserve better.
made with love
Dr. Harvey Cohen, Founder
12
Promotional Banner with Labels
Sales, seasonal promotions
Sale
New
limited time only
Spring Into Savings — 20% Off All Base Mixes
Stock up on your dog's favorite meals and discover new flavors. Use code SPRING20 at checkout. Offer valid through the end of the month.
13
Pet Parent Community Grid
UGC, community stories, social proofFrom Our Pet Parent Community
our family
Real stories from real families who made the switch to whole food nutrition.
Best Seller
Luna's Canine Health Journey
Luna has been thriving on Canine Health for two years. Her coat has never been shinier!
Staff Pick
Max's Raw Vibrance Results
After switching to Raw Vibrance, Max's digestion improved within the first week.
New
Bella Tries Paradigm
Our picky eater finally found a grain-free food she gets excited about every mealtime.
14
Ingredient Spotlight
Ingredient details, sourcing storyfarm fresh
Organic Sweet Potato
Organic
Non-GMO
Slowly dehydrated to lock in nutrients, our organic sweet potatoes provide a rich source of fiber, vitamins A and C, and natural sweetness dogs love.
Rich in beta-carotene for eye & immune health
Gentle on sensitive stomachs
Sourced from certified organic U.S. farms
15
Seasonal / Holiday Promo
Holiday campaigns, limited editionshappy howlidays
Limited Edition
Give the Gift of Real Nutrition This Season
Treat the pups in your life to something truly special. Our holiday bundles are curated with best-selling base mixes, supplements, and treats — beautifully packaged and ready to give.
16
Pricing Tiers
Cost-per-day comparison, product valueWhy Dr. Harvey's?
Fresh Feeding, Priced for Every Dog
Whether you're switching from kibble or looking for a simpler way to feed fresh, our complete meals make real nutrition affordable for every size pup.
Small
Under 30 lbs
Cost Per Day
$2.74
*Estimated cost by weight
Most Popular
Medium
31 – 50 lbs
Cost Per Day
$6.17
*Estimated cost by weight
Large
51 lbs+
Cost Per Day
$9.60
*Estimated cost by weight
17
How-To Steps
Feeding instructions, product how-toFeeding Guide
How to Make
Fresh, homemade meals in minutes — just add hot water!
1
Measure
Measure the correct amount using a measuring cup. Refer to our downloadable Feeding Guidelines for weight-based portions (detailed instructions are also included with every bag).
2
Add Hot Water
Pour hot water over the mix and let sit for 10–12 minutes to fully rehydrate. The food will expand and soften into a fresh, aromatic meal.
3
Add Protein & Oil
Mix in your choice of cooked protein and a teaspoon of oil for healthy fats. We recommend our Health & Shine Omega-3 or Alaskan Fish Oil.
Feeding guidelines are included in every bag. Download the feeding guidelines for your specific product.
18
Product Comparison
Flavor/formula comparison, variant selectionCompare Formulas
Choose Your Dog's Favorite Protein
Switch between beef and chicken for variety, or discover the flavor they love most. Both formulas are complete, balanced meals — just add water.
Beef Formula
Rich, hearty beef with nutrient-dense organ meats for complete daily nutrition.
Key Nutrition
22%
Protein
4%
Fiber
8%
Fat
10.5%
Moisture
500K
CFU
360
Kcal/cup
Ingredients
Beef, Organic Oats, Bovine Plasma, Organic Barley, Organic Spelt, Organic Triticale, Organic Kamut, Carrots, Tricalcium Phosphate, Potatoes, Sweet Potatoes, Cranberries, Coconut, Chia Seeds, Pumpkins, Green Beans, Beets, Broccoli, Spinach, Eggshell
See all ingredientsChicken Formula
Lean, delicious chicken with collagen support for joints and coat health.
Key Nutrition
21%
Protein
3.5%
Fiber
8%
Fat
10.5%
Moisture
500K
CFU
380
Kcal/cup
Ingredients
Chicken, Organic Oats, Organic Barley, Organic Spelt, Organic Triticale, Organic Kamut, Dried Chicken Collagen, Carrots, Tricalcium Phosphate, Potatoes, Sweet Potatoes, Cranberries, Coconut, Chia Seeds, Pumpkins, Green Beans, Beets
See all ingredients
18b
Product Comparison — Landscape
Single formula detail, recipe toggle, ingredient focusExplore Recipes
Find the Perfect Formula
Each recipe is a complete, balanced meal made with real, whole-food ingredients your dog will love.
Chicken Formula
Lean, delicious chicken with collagen support for joints and coat health.
Ingredients
Chicken, Organic Oats, Organic Barley, Organic Spelt, Organic Triticale, Organic Kamut, Dried Chicken Collagen, Carrots, Tricalcium Phosphate, Potatoes, Sweet Potatoes, Cranberries, Coconut, Chia Seeds, Pumpkins, Green Beans, Beets, Broccoli, Spinach, Eggshell, Inulin, Parsley, Yeast, Alfalfa, Dried Kelp, Lecithin, Ground Flaxseed
Key Nutrition
21%
Protein
3.5%
Fiber
8%
Fat
10.5%
Moisture
500K
CFU
380
Kcal/cup
Beef Formula
Rich, hearty beef with nutrient-dense organ meats for complete daily nutrition.
Ingredients
Beef, Organic Oats, Bovine Plasma, Organic Barley, Organic Spelt, Organic Triticale, Organic Kamut, Carrots, Tricalcium Phosphate, Potatoes, Sweet Potatoes, Cranberries, Coconut, Chia Seeds, Pumpkins, Green Beans, Beets, Broccoli, Spinach, Eggshell, Beef Hearts, Beef Lungs, Inulin, Parsley, Yeast, Alfalfa, Dried Kelp, Lecithin, Ground Flaxseed
Key Nutrition
22%
Protein
4%
Fiber
8%
Fat
10.5%
Moisture
500K
CFU
360
Kcal/cup
Fish Formula
Wild-caught fish rich in omega-3s for brain health, skin, and a radiant coat.
Ingredients
Wild-Caught Whitefish, Organic Oats, Organic Barley, Organic Spelt, Organic Triticale, Organic Kamut, Carrots, Tricalcium Phosphate, Potatoes, Sweet Potatoes, Cranberries, Coconut, Chia Seeds, Pumpkins, Green Beans, Beets, Broccoli, Spinach, Eggshell, Salmon Oil, Inulin, Parsley, Yeast, Alfalfa, Dried Kelp, Lecithin, Ground Flaxseed
Key Nutrition
20%
Protein
3.5%
Fiber
7%
Fat
11%
Moisture
500K
CFU
350
Kcal/cup
19
Quality Standards
Certifications, trust-building, authority
Purity
Tested
Tested
Human
Grade
Grade
Made in
the USA
the USA
Certified Clean and Third-Party Tested
Every batch of Dr. Harvey's is manufactured in our own facility using human-grade ingredients sourced from trusted U.S. suppliers. Our formulas are tested for purity, potency, and safety — so you can feed with complete confidence.
†Human-grade designation applies to ingredients prior to manufacturing in accordance with AAFCO guidelines. ††Testing conducted by independent third-party laboratories. Results may vary by batch. Certifications apply to products manufactured at our primary facility.
20
What Makes Us Different
Brand differentiators, value props with detailOur Promise
What Makes Dr. Harvey's Different?
Whole Food Ingredients
Every ingredient is real, recognizable food — organic grains, dehydrated vegetables, and therapeutic herbs you can see and identify.
No Artificial Anything
Free from preservatives, fillers, artificial dyes, and chemical additives. If it wouldn't belong in your kitchen, it doesn't belong in our food.
Made In-House
Small-batch produced in our own USA facility. We never outsource manufacturing — every bag is made under our direct supervision.
Full Transparency
Every ingredient is listed on every label. No proprietary blends, no hidden fillers, no fine print to decode.
21
Feature Card Grid — Warm Background
Value props, content preview, benefits gridWhat's Inside
What You'll Discover
Everything you need to start feeding fresh — from simple first steps to the science behind why real food transforms your dog's health.
Real, Whole Ingredients
Every ingredient is something you'd recognize from your own kitchen — no mystery ingredients, ever.
Just Add Water
Fresh meals ready in minutes. No cooking, no prep, no mess — just wholesome nutrition made simple.
Complete & Balanced
Meets AAFCO standards for all life stages when prepared as directed with protein and oil.
Easy to Transition
A simple 7-day switch from kibble. Most dogs take to it immediately — picky eaters included.
Subscribe & Never Run Out
Autoship delivery on your schedule. Save 10% on every order with no commitments.
40+ Years of Trust
Formulated by Dr. Harvey Cohen with decades of veterinary nutrition expertise and real results.
22
Multi-Testimonial Carousel
Social proof, reviews, customer storiesWhat Pet Parents Say
Real Stories, Real Results
Every day we hear from pet parents who are amazed at the difference real food has made in their dog's life.
Sarah M.
Pet parent to Luna, Golden Retriever
After switching to Dr. Harvey's, my dog's energy and coat transformed completely. I only wish I had found it sooner.
Michael R.
Pet parent to Bruno, French Bulldog
We struggled with allergies for years. Within weeks of switching, the itching stopped and his skin cleared up completely.
Jennifer L.
Pet parent to Maggie, Border Collie
My senior girl moves like a puppy again. The difference in her joints has been remarkable since we made the switch.
David K.
Pet parent to Max, Labrador
The pickiest eater in our house now runs to his bowl. Dr. Harvey's changed mealtime completely for our family.
Amanda T.
Pet parent to Rosie, Dachshund
Our vet noticed the improvement before we even mentioned the food switch. That says everything about the quality.
Robert & Lisa P.
Pet parents to Cooper, Beagle
We feed all three of our dogs Dr. Harvey's now. The quality is unmatched and the results speak for themselves.
Sarah M.
Pet parent to Luna, Golden Retriever
After switching to Dr. Harvey's, my dog's energy and coat transformed completely. I only wish I had found it sooner.
Michael R.
Pet parent to Bruno, French Bulldog
We struggled with allergies for years. Within weeks of switching, the itching stopped and his skin cleared up completely.
Jennifer L.
Pet parent to Maggie, Border Collie
My senior girl moves like a puppy again. The difference in her joints has been remarkable since we made the switch.
David K.
Pet parent to Max, Labrador
The pickiest eater in our house now runs to his bowl. Dr. Harvey's changed mealtime completely for our family.
Amanda T.
Pet parent to Rosie, Dachshund
Our vet noticed the improvement before we even mentioned the food switch. That says everything about the quality.
Robert & Lisa P.
Pet parents to Cooper, Beagle
We feed all three of our dogs Dr. Harvey's now. The quality is unmatched and the results speak for themselves.