Color
Six colors, all from the harbor. Ink is the one you see most: the cup, the wordmark, the headers. Indigo is Ink in daylight. Fog is the marine layer, Milk is the paper, Butter is morning sun on the water, and Sand is kraft and wood. Take values from the tiles.
Ink carries most of what we make: the cup, the card, the carrier. Indigo is the print on cloth and the second tone of the checker. Fog and Milk are the paper and the pale grounds, Butter is for the moments you want people to notice, and Sand is kraft and wood.
Pairings that stay readable. Ink on Milk, Fog, Butter and Sand carries all text, and so does Milk on Ink or Indigo. Fog, Butter and Sand never sit on each other with type.
Screens show the palette truest. In print, Indigo and Butter go flat in CMYK, so match the Pantone references on cups, bags and menus where you can. Ink prints well either way; keep it a deep blue-black, not plain black.