The easy version. Colors, fonts, rules, and the exact phrases we use — copy and paste, word for word. If everyone uses this page, everything we make looks and sounds like one brand.
Copy the code that starts with # into any tool (Canva, Word, email builders). Use ONLY these. When in doubt: red + white + black is always right.
Our main color. Buttons, headlines you want loud, accents. If a design has one color, it's this one.
Our bold pop color. Use it next to red when something should feel electric. Never use any other purple.
Our black — use this code instead of plain black. Backgrounds for a serious, premium feel; white text on top.
Our light background. Warmer and richer than plain white — use it behind text-heavy sections.
Our text color on light backgrounds. Softer than pure black — use for headlines and body text on cream or white.
Text on red, purple, or black. Cards and clean space. Simple.
Two fonts, both free on Google Fonts and built into Canva. No substitutes, no scripts, no fun fonts — ever.
Always ALL CAPS. Always bold. Use for titles, big statements, and anything that should feel like a shout. Want extra punch? Make one word italic and red.
Body text, emails, captions, descriptions, fine print. Normal sentence case. If it's more than one line of reading, it's Inter.
Non-negotiable, in everything we write — emails, posts, labels, texts to customers.
FORMULA 15 Protein Powder (always a space in FORMULA 15) · AMP UP Protein Energy Bars · Protein Oatmeal Cream Pies. Never "F15," never just "bars," never just "cream pies."
What we sell is FORMULA 15 Protein Powder. A shake is what the customer makes with it. Selling copy says powder; "your daily shake" is fine when talking about drinking it.
"Baked fresh" describes Protein Energy Bars and Protein Oatmeal Cream Pies only. FORMULA 15 Protein Powder is mixed fresh — never baked.
Say "Amish Country" or "small-town Amish communities." Never name a state — production spans several.
It's always "Your Daily Performance Nutrition System." Every word, every time.
TEAM AMP UP. (Not "AMP UP Nation" — retired.) And "autoship" is one word, never hyphenated.
Say "change your flavor anytime." Never say "cancel anytime" — cancellations require 30 days' notice, so we sell the flavor freedom, not the exit.
Taste, freshness, where it's made, attitude — say anything. Health results, weight loss, "cures," comparisons to competitors — don't write it. If a customer says it in a review, don't repeat it in our words. When unsure, ask Brittany.
Our official sayings, from the brand ethos pages. Copy them word for word into captions, emails, replies, and conversations. Don't invent new slogans — pull from here. Red and purple tiles are the heavy hitters.
Open warm, close with a phrase from The Schedule or The Big Ones. Product names in full, every time. Flexibility = "change your flavor anytime."
Headline from the Phrase Bank, word for word. Oswald caps for the graphic, one red italic word if you want punch. Colors from Part 1 only.
Lead with Small Town Strong and the fresh story. "Your shelf, on the schedule." Full product names in every pitch and price sheet.
Two fonts, six colors, phrases from the bank. If it needs more than that, it's a Brittany project — send it up before publishing.
If you're ever unsure what to say or how it should look, the answer is on this page — and if it isn't, ask Brittany before it goes out. That's the whole system.