Artemis Therapeutics — Design System Reference

Brand at a Glance

Artemis Therapeutics decodes and restores your body's original intelligence through practitioner-formulated botanicals, regenerative science, and consciousness-based healing. Founded 2009, San Diego.

The repositioning: The brand moved from allergy relief to regenerative wellness and longevity. All "allergy," "seasonal," "sinus," "relief" language is gone from product claims. The website is complete. Amazon still has old messaging everywhere — that's what we're fixing.

White space we own

Science + Nature + Spirit. Thorne is science-only. Moon Juice is vibes-only. Artemis owns the whole human. This three-part identity drives every design choice — the teal (science), the gold (nature/warmth), the sacred geometry (spirit).

Where Artemis sits — the critical balance

Herbal Tea Co • Moon Juice • ARTEMIS • AVEA • Thorne • AG1
← vibes / herbalism longevity science →

The test for every design choice: If someone looks at our Amazon listing and thinks "herbal supplement company" — the balance is wrong. If they think "clinical lab brand" — also wrong. They should think: "This is a science-backed longevity brand that also has soul."

The vocabulary that signals longevity: Senolytic. Cellular defense. Glutathione precursor. Immune intelligence. Mast cell stabilization. Histamine pathway modulation. These aren't marketing words — they're the actual mechanisms. When Simo sees these on the Amazon images, they should feel like confident science, not herbal supplement jargon.

Element	Value
Tagline	"Your Body's Original Code"
Secondary	"Rooted in Nature. Refined by Science."
Emotional frame	Wellness → Optimization (never Suffering → Relief)
Founders	Nathalie Babazadeh, L.Ac. (18+ yrs clinical) & Kacey Moe, MS Holistic Nutrition
Flagship	Lucidia — 5-ingredient daily formula, practitioner-formulated since 2009
Design heritage	Evolved from REN School of Consciousness brand system (Pantone-matched)

Logo System

Primary: AT Watercolor Monogram

Secondary: Horizontal Wordmark

AT watercolor monogram is the current primary mark for digital and social. The deer wordmark is the legacy identity for website header and formal contexts. Vector AI files included in your Brand Reference folder.

Color System

Three color families derived from the REN School Pantone palette. Every color has a specific role — not interchangeable.

Teal Family — Authority, Science, Depth

Darkest

Midnight Teal

#1A3540

Deep shadows, outline buttons on dark

Primary

Deep Teal

#244B5A

CTAs, dark sections, hero, headings

Links

Link Teal

#2D7D9A

Clickable text links in body copy

Gold Family — Warmth, Nature, Premium

Dark

Dark Gold

#8A7424

Outline buttons on light bg

Signature

Amber Gold

#CC9F53

Feature accent, CTA on dark bg

Muted

Muted Gold

#A88A3D

Shadows on gold only

Neutral Family — Breathing Room, Readability

Text

Near Black

#2C2C2C

Text on gold (never pure #000)

Body

Charcoal Green

#3D4543

Primary body text, dark accent bg

Muted

Warm Gray

#D0CFCD

Borders, shadows, muted text on dark

Warm

Sand

#E8DFC8

Warm shadows on cream

Oat

Warm Oat

#F0EBE3

Section separation bg

Soft

Soft Cream

#F9F6F0

Component bg, callout boxes

Primary

Warm Cream

#FAF7F2

Primary page bg, buttons on teal

Clean

White

#FFFFFF

Button labels, pillar cards

Color Distribution Target

75–80% Backgrounds

15–20%

Backgrounds (cream/white/oat) dominate. Teal for brand surfaces (hero, cards, footer). Gold for max 2 accent elements per page.

Contrast Failures

Gold text on cream = FAIL. Gold on cream doesn't pass WCAG contrast. Never use gold as text or button color on light backgrounds. Gold works on dark teal or charcoal only.

Gray text on white = FAIL. Too faint to read.

Proven Pairings

Combination	Use For
Teal bg + Cream text	Hero sections, dark feature blocks, footer
Cream bg + Charcoal text	Default page, most content sections
Charcoal bg + Gold accent	Premium feature sections (only scheme where gold is the CTA button)
Gold bg + Near Black text	Promotions, announcements, high-impact CTAs
Oat bg + Teal elements	Section separation, testimonials, alternating with cream

Extended Palette for Image Generation

For botanical illustrations and visual assets — extends the core palette:

Sage Green

#8B9A7B

Deep Forest

#2A5434

Warm Stone

#A09889

Typography

Cormorant Garamond

This is Montserrat at weight 300 — the body text that carries the teaching. Clean, modern, readable. It never competes with the serif headings. One serif element per component, rest sans-serif.

Heading (Cormorant 600) + Body (Montserrat 300)

Use	Font	Weight	Size
Page titles, hero headlines	Cormorant Garamond	600–700	48–60pt
Section headers	Cormorant Garamond	600	28–32pt
Subheadings, pull quotes	Cormorant Garamond	Italic 400	20–24pt
Section labels	Montserrat	600	11–14px, uppercase
Body text	Montserrat	300–400	14–18px
Buttons	Montserrat	600	15px
Small/credits	Montserrat	400	9–10pt

Typography Rules

Cormorant never below 24px — it gets spidery at small sizes.

ONE serif element per component. Two Cormorant elements in the same component = wedding invitation.

Letter-spacing: Cormorant headings: -0.01em to 0. Montserrat body: 0 to +0.02em. ALL-CAPS labels: 0.08–0.12em.

Never use pure black #000000. Darkest text color is Near Black #2C2C2C. Body text uses Charcoal #3D4543.

Three Visual Registers

Artemis uses three distinct visual languages. Each serves a specific context. For Amazon images, the Science Register is primary.

Primary — Amazon, Product, Blog

Science Register: Fine-Line Botanicals

Detailed pen-and-ink style botanical illustrations on textured cream paper. Precise teal and charcoal lines with gold accent outlines. Sacred geometry (Flower of Life) at 15–20% opacity as a semi-transparent frame behind the subject.

Think: Apothecary reference book meets sacred geometry. Scientific precision with consciousness depth.

6 Rules: Fine-line ink • Teal + charcoal lines, gold accents • Textured cream paper + sacred geometry frame • One botanical subject, framed by geometry • PNG, high-res (2200px+ blog, 2000px Amazon) • No text burned into images (except Amazon per their guidelines)

Accent — Dividers, Watermarks, Consciousness Content

Spirit Register: Gold Line Art + Sacred Geometry

Single-weight organic line drawings and mathematical sacred geometry patterns in brand gold. Inherited from REN School of Consciousness. Always the accent layer — never the hero.

Use as: Section dividers, corner accents, background watermarks at 15–20% opacity (prominent frame, not subtle), carousel break slides, email flourishes.

Motifs: Spiral rose, Seed of Life, Flower of Life, Metatron's Cube, Vesica Piscis, organic spirals, petals, waves, leaves.

Amazon gallery and A+ images should use the Science Register (fine-line botanical) as their primary visual language. Spirit Register elements (gold sacred geometry) can appear as accent frames or background patterns. The Social/Marketing Register (watercolor) is not appropriate for product listing images.

Signature Botanicals (Science Register)

Cinnamon

Reishi

Rose

Organic Rings

These are the current Science Register botanical illustrations (v2). Fine-line ink on textured cream with sacred geometry framing. These define the visual tone for Amazon images.

Each botanical has a specific rendering approach:

Botanical	Rendering	Content Mapping
Cinnamon	Detailed bark texture, gold accent on highlights	Topical oils, warming medicine
Rose	Fine-line petals with teal/charcoal veining	Heart, beauty, women's health
Reishi mushroom	Detailed cap and underside anatomy in teal ink	Immune intelligence, longevity
Herbs and ferns	Fine leaf veining, spring energy	General wellness, spring content
Organic rings	Concentric curves (from REN spiral rose)	Consciousness, wholeness

Sacred Geometry Patterns

Four mathematical patterns that bridge the Science and Spirit registers. Rendered in gold stroke on teal or cream backgrounds. Used at 15–20% opacity as frames behind botanical subjects, or at full opacity as accent elements.

Seed of Life

Foundation, beginnings, cellular intelligence

Flower of Life

Wholeness, interconnection, "the whole human"

Vesica Piscis

Duality, balance — where science meets spirit

Metatron's Cube

Structure, systems thinking, DNA/methylation content

These patterns appear at 15–20% opacity as semi-transparent frames behind botanical subjects (Science Register), or at full opacity as standalone accent elements (Spirit Register). They represent the mathematical order underlying nature — the bridge between science and spirit.

Design Restraint Rules

The restraint IS the design. These rules prevent the "2000s old school" look that happens when every element gets full brand treatment.

The Gold Budget

Amber Gold #CC9F53 appears on maximum 2 element types per page. Pick two: CTA button (on dark bg), one eyebrow/label, one divider line. Everything else uses teal, charcoal, or gray. When everything is gold, nothing is gold.

Element Density

Maximum 5–6 distinct visual elements per component or image module. Benchmark: AG1's popup has 5 elements. If a viewer needs to figure out what kind of component they're looking at, there are too many component types.

Border Radius — 4 Tokens Only

Token	Value	Use For
sm	4px	Chips, small buttons, tags, badges
md	8px	Cards, inputs, standard buttons
lg	12px	Modals, large cards, dialogs
pill	9999px	Pill buttons, avatars, toggles

No other radius values. 18+ distinct radius values is the #1 tell that AI generated the design.

Spacing Grid — 8px Base

All spacing snaps to: 4 • 8 • 16 • 24 • 32 • 48 • 64 • 96 px

No values between grid lines (no 14px, 18px, 22px). This creates the unconscious visual rhythm that premium brands have.

The Never List

No dashed borders

Groupon/coupon energy. Use solid 1.5px or background color.

No gold top-borders on cards

2015 WordPress theme accent. Background alone differentiates.

No hover-lift effects

2018–2019 "translateY(-1px)". Background color shift only.

No serif + serif stacking

Wedding invitation energy. ONE serif element per component.

No stock wellness photos

Smoothie bowls, yoga poses, stacked stones. Every brand has these.

No glossy/glass/neon

Clinical, mass-market. Artemis is matte, warm, crafted.

No busy collages

One subject per frame. Generous breathing room.

No pure black #000

Too harsh. Use Near Black #2C2C2C or Charcoal #3D4543.

No pure white page bg

Too clinical. Use Warm Cream #FAF7F2 or Soft Cream #F9F6F0.

No 3D ceramic renders

Deprecated. Replaced by fine-line botanical illustrations.

No all-caps nav text

Generic template look. Title case + subtle letter-spacing.

No blue/purple cosmic imagery

That was REN-specific, not Artemis.

Reference Compositions

Six templates that define what a perfect Artemis design looks like. Use these as the north star — if your work doesn't feel like one of these, something is off.

Ingredient Mechanism Card

"Quercetin — Your Body's Senolytic Cleanup Crew"

Background: Solid Deep Teal. Flat, no gradient.
Top 20%: Montserrat SemiBold 14px in Cream, all-caps, wide tracking: INGREDIENT INTELLIGENCE
Center: Cormorant Bold 36px in white (ingredient name), then Montserrat 16px in Warm Gray (one mechanism line)
Bottom: Hairline rule in Amber Gold, 1px, 60% width. Below: Montserrat 10px URL in Warm Gray.
No image element. Text-only. The restraint IS the design. Museum placard, not supplement ad.

Data / Stat Card

"17 Years. Same Five Ingredients. Born in Practice."

Background: Solid Charcoal Green #3D4543
Center: The number in Cormorant Bold 120px, Amber Gold. Below: Montserrat 16px context line in Warm Gray.
Bottom strip: 80px band of Midnight Teal. Montserrat 10px tagline in Gold.
No image. Oversized number commands the frame. Data speaks for itself.

Educational Carousel (5 slides)

"Methylation: Your Body's Master Switch"

Slide 1 (title): Deep Teal bg. Cormorant 40px title in white, subtitle in Gold. Gold ornamental flourish centered at bottom (Spirit Register accent).
Slides 2–4 (teaching): Warm Cream bg. Left-aligned. Montserrat SemiBold 18px section header in Teal, then Regular 14px bullets. Optional 200px botanical accent bottom-right.
Slide 5 (CTA): Deep Teal bg. Cormorant Italic 24px in Cream, Montserrat in Gold below: URL.
Rhythm: Dark/light alternation creates visual pulse. Teaching slides are scannable — bold keyword + short explanation.

Founder Quote Card

"The body already knows how to do this. Our job is to stop interfering."

Background: Solid Soft Cream #F9F6F0
Center: Spiral rose motif as watermark at 6% opacity in Sand. Over it: Cormorant Italic 22px quote in Deep Teal, max 2 lines.
Below: Thin gold rule, 40% width. Attribution in Montserrat SemiBold 12px.
No photo, no headshot. The near-invisible spiral rose gives the card soul without clutter. Quietest palette version = most elegant.

Journal Article Teaser

"NAC vs. Glutathione — Which Should You Take?"

Background: Warm Cream #FAF7F2
Top 55%: Image zone — watercolor botanical in rounded container (8px radius, 24px padding from edges).
Below image: Montserrat SemiBold 11px in Gold, all-caps: THE JOURNAL
Title: Cormorant Bold 28px in Deep Teal, left-aligned, 48px margin.
Bottom: Montserrat 12px byline in Charcoal: "By Kacey Moe, MS · 8 min read"

"The Protocol" Card — Uniquely Artemis

"The Burnout Recovery Stack — 4 Steps"

Background: Solid Deep Teal #244B5A
Top: Montserrat SemiBold 11px in Gold, all-caps: THE PROTOCOL
Title: Cormorant Bold 32px in white.
Numbered steps: Gold numbers (Cormorant Bold 28px) + white product/action name (Montserrat SemiBold 14px) + gray explanation (Montserrat 12px). Steps separated by 20px.
Bottom: Gold wave icon (Spirit Register pillar marker), 30px centered. URL in Warm Gray 10px.
Why it's special: No other supplement brand does numbered protocol cards mixing owned products with lifestyle recs.

Photography Direction

When real photography is needed — founder portraits, lifestyle, product styling — follow a spring golden-hour aesthetic.

The dual aesthetic

Photography = the Nature/warmth side. Spring greens, golden light, hands with herbs, real moments. This is what makes Artemis feel human and alive instead of clinical.

Amazon infographics = the Science/longevity side. Clean typography, structured data, comparison tables, ingredient mechanisms. The draft gallery images below carry the science credibility. Both sides are Artemis — the art direction challenge is making them feel like one brand.

AI-generated direction references — showing the target aesthetic. Click any image to zoom. People OK per Nathalie — but face shots must be real photography (AI faces always look fake). Hands/close-ups work well as AI references.

Spring herbs — morning dew, golden backlight

Reishi on forest floor — moss, ferns, canopy light

Overhead botanical preparation with mortar and herbs

Botanical preparation — sage, nettle, mortar

Morning ritual — capsules, plants, golden light

Herb garden hands — tactile, spring green

Golden hour harvest — close-up, real

The Science / Longevity Side

These show the OTHER dimension — the one that separates Artemis from herbalism brands. Clean, intentional, scientific precision with warmth. Click to zoom.

Backlit leaf showing cellular vein structure

Cellular vitality — "Your Body's Original Code"

Fibonacci spiral in unfurling fern fiddlehead

Nature's geometry — Fibonacci spiral

Reishi architecture — Lucidia ingredient

Nature's Hidden Code

Macro photography that reveals the architecture inside living systems. These ARE "Your Body's Original Code" — the tagline as a visual language. Click to zoom.

Glowing mycelium network threads on dark soil

Underground intelligence — mycelium network

Leaf vein network — nature's circuit board

Reishi pore structure — living honeycomb

Do

Lush green + golden hour light (morning or evening)
Mossy forest floors, reishi growing on logs
Herb gardens, dewdrops on ferns
Sunlight filtering through forest canopy
Tactile close-ups: hands in soil, plant textures, earth, stone, water
Calm, contemplative moments
Spring energy and fresh greens
Muted natural greens — never oversaturated

Never

Autumn/brown/orange tones
Posed action shots
Stock models — only real team members
Glossy product photography
Busy lifestyle backgrounds, flat lays
Midday harsh light
Oversaturated or filtered looks
Generic spa/wellness imagery

Product Photography

Bottle shots: Clean, warm light on cream or transparent background. Single product per frame, centered, generous breathing room. No glossy surfaces. White HDPE bottle, ribbed white cap, beige/cream label with wood-grain spiral texture, "lucidia" in large teal vertical text on left side.

For Amazon specifically: Some images need white backgrounds per Amazon main image requirements. Lifestyle/infographic images can use the cream textured backgrounds per the Science Register.

Product — Lucidia

Practitioner-formulated daily wellness formula for cellular regulation, immune optimization, and longevity support — not seasonal relief, not a general multivitamin. Same five ingredients since 2009. $29.99/bottle (60 capsules, 1-month supply). $26.99 with subscription (10% off).

Why "longevity formula" matters for Simo

The old Amazon listing says "allergy relief." The new one needs to say cellular longevity. This isn't a label change — it's a completely different visual register. "Allergy relief" = green box, pollen imagery, tissue boxes. "Cellular longevity" = clean science, molecular precision, practitioner credibility, sacred geometry. The images should make a shopper think "this is what my doctor's biohacker friend takes" — not "this is what I grab during pollen season."

The Five Ingredients

Ingredient	Longevity Frame
Quercetin (Sophora Japonica)	Senolytic (clears zombie cells), mast cell stabilizer, cardiovascular protectant
NAC (N-Acetyl Cysteine)	Glutathione precursor, liver detox, cellular defense
Reishi Mushroom (Lingzhi)	Adaptogenic immunomodulator, longevity mushroom, 2000+ years TCM use
Bromelain (pineapple-derived)	Anti-inflammatory protease, lymphatic clearance, enhances quercetin bioavailability
Stinging Nettle (organic, US-grown)	Histamine pathway modulation, mineral-rich, adrenal support

Benefit Framework

Balance

Regulate immune intelligence and histamine pathways

Nourish

Revitalize blood, organs, and vascular function with bioavailable botanicals

Clear

Support lymphatic drainage and cellular cleanup for clarity and energy

Clean

Optimize liver detox via glutathione and clear metabolic debris

Bottle Description (for product photography direction)

White HDPE bottle with ribbed white cap. Beige/cream label with wood-grain spiral texture. "lucidia" in large teal vertical text on the left side of the label. Clean, minimal, pharmacy-adjacent — not glossy or lifestyle-branded.

The Allergy Rule — Critical for Amazon

Never use in product images or copy: "allergy relief," "natural antihistamine," "seasonal relief," "treats allergies," "sinus support," "breathe freely."

Frame through longevity instead: "immune optimization," "cellular defense," "histamine pathway balance," "mast cell stability." The repositioning from allergy relief to longevity is the core reason for the Amazon image refresh.

Amazon Image Specifications

Gallery Images (7 required)

Spec	Value
Dimensions	2000 x 2000px (square)
Format	JPEG, sRGB color profile
Main image (slot 1)	Product on pure white background, 85% fill
Gallery images (slots 2–7)	Infographic, lifestyle, detail shots — cream/brand backgrounds allowed
Text in images	Allowed — Cormorant headings, Montserrat body, brand colors
Product fill	80–85% of frame for main image

A+ Content Modules (5 modules)

Spec	Value
Image widths	970px (full) or 300/362px (multi-column)
Format	JPEG or PNG, sRGB
Text in images	Required — A+ images carry the storytelling
Typography	Same brand fonts: Cormorant headings, Montserrat body
Colors	Full brand palette. Teal, cream, gold per normal distribution.

Amazon Compliance

Amazon OCR scans image text. The allergy rule applies to images too — no "allergy relief," "seasonal," "sinus," or "antihistamine" in any image text.

No disease claims in images. Structure/function only: "supports healthy immune response" not "treats immune dysfunction."

FDA disclaimer required when making structure/function claims: "These statements have not been evaluated by the FDA..."

Competitive Context

What the landscape looks like and where Artemis fits. Study these before the session — the Amazon listing should feel like it belongs in the same visual league as these brands, not like an herbal supplement from 2015.

Brand	Visual Style	How Artemis Differs
AG1	Clean black + green, data-driven, encyclopedic education	Artemis has warmth and spiritual depth. Steal: data card format, ingredient education depth.
Thorne	Clinical white, minimal, science-only	Too cold. Artemis adds nature + consciousness dimension.
Seed	Monochrome green, geometric, controlled	Too narrow. Steal: tonal consistency across every touchpoint.
Moon Juice	Pastel gradients, dreamy, vibes-only	No science backbone. Artemis leads with mechanisms, not aesthetics.
FOY	Warm, joyful, emotional	Closest in warmth. Artemis adds practitioner credibility + consciousness dimension.

What Only Artemis Has

Three visual registers (Science + Spirit + Social) — no other supplement brand has this layered visual language.

Fine-line botanical illustrations — apothecary reference meets sacred geometry.

Gold sacred geometry consciousness motifs — inherited from REN School.

Three-voice system (Nathalie/Kacey/Felix) — most brands have one.

Science + Nature + Spirit — the whole human. Nobody else occupies this space.

Appendix

REN Icon System

Six gold line-art icons inherited from the REN School of Consciousness. Available at 1000x1000px PNG with transparent backgrounds. Can be applied in any brand color + white.

Balance

Decode

Nourish

Protect

Regenerate

Restore

REN Icon System — Content Mapping

Icon	Motif	Content Mapping
ICONS_01	Ornamental scroll divider	Email section breaks, blog pull-quote frames, packaging accents
ICONS_02	Mountain + sun	Longevity, aspiration content
ICONS_03	Lotus / 5-petal formation	Consciousness, meditation, spirit content
ICONS_04	Wave	Flow, nervous system, burnout content
ICONS_05	Heart with leaf	Nourish, gut health, nutrition content
ICONS_06	Tree of life / flame	Growth, methylation, regenerative systems

Existing Brand Assets in Your Folder

Asset	Description
AT monogram (PNG)	Watercolor AT mark — primary brand mark for digital/social
Logo vector (AI, PNG)	Artemis deer wordmark — horizontal and stacked
Logo (CMYK/RGB/Pantone AI)	Print-ready vector logo files
Favicon monogram	Small format brand mark
Botanical illustrations	Cinnamon, Reishi, Rose, Organic Rings — Science Register v2
Brand icons	Balance, Decode, Nourish, Protect, Regenerate, Restore
Photography	Apothecary, golden flatlay, hands with herbs

For Review

Amazon Images — Current Drafts

These are the images currently uploaded to Amazon (latest iteration). This is what we need your art direction on. Full-resolution versions are in the Current Drafts folder.

Key context

Slot 1 (main product photo) is missing. We need a real bottle photograph on white background — AI generation fails on label text. Your direction on the product photography shoot would be invaluable.

All other images were generated with AI tools (watercolor botanicals + HTML/CSS text templates + Playwright screenshots). They're a starting point, not finished work.