Pepper St Francis · social

Instagram logo

The Pepper. wordmark as the logo. Instagram crops to a circle and renders as small as 32 px in comments, so each is shown exactly that way.

Tone

Two flat tones

No third colour, no tints, no gradients — every design is a genuine two-ink job. Both assets exist in both calibrations.

Black on white

Pure #000000 on #FFFFFF — everything, both polarities.

Download .zip
Cool
#0F1317 #ECEFF2

Cool white and cool black, both with a slight blue bias. Neither is pure — the off-white prints as paper, the blue-black reads as a chosen colour rather than a default.

Download Cool
Crisp
#000000 #FFFFFF

True mono. Maximum contrast, and exactly what a one-colour print or a single-thread embroidery actually uses.

Download Crisp

The options

Both polarities, as Instagram will show them

Solid
Solid reversed
32 px
Solid

Word knocked out of the dark tone, as big as the circle allows. Best when Instagram shrinks it.

PNG SVG PNG rev SVG rev
Bands
Bands reversed
32 px
Bands

Bars above and below, word in the clear middle.

PNG SVG PNG rev SVG rev
Seal
Seal reversed
32 px
Seal

Word large with the place name arced around it.

PNG SVG PNG rev SVG rev
Sunset
Sunset reversed
32 px
Sunset

Word on a plate over a banded sun setting into the sea.

PNG SVG PNG rev SVG rev

Highlight

The story, nine frames

1080 × 1920, text inside the story safe area so Instagram's own chrome never covers a line. Tap order is 01 to 09. Two frames flip to light on purpose — they carry the joke and the call, and the change of ground marks them as beats.

The register is the sundowner: warm, unhurried, open. Everyone is welcome at six.

Story highlight

Nine frames, three cover options, and the copy as a text file.

Download .zip
Frame 1
01

Pepper.

Frame 2
02

Around six, the sun does something here that nobody has ever properly described.

Frame 3
03

So we stopped trying / and started pouring sundowners instead.

Frame 4
04

Barefoot on warm stone. Still wet from the sea. / Someone's cousin arriving with more ice.

Frame 5
05

Nobody's in a hurry. Nobody's counting. / The braai will be ready when it's ready.

Frame 6
06

A right-hander so good a film crew called it perfect in 1966 and went home happy.

Frame 7
07

Come as you are. Bring whoever. / Stay for the light.

Frame 8
08

Get peppered.

Frame 9
09

Pepper. St Francis Bay, Eastern Cape.

Cover

Highlight covers

Instagram crops the cover to a small circle, so these are centred and simple. SUNDOWNERS is the recommended label — warm, unmistakably South African, and it says what the brand is about.

SUNDOWNERS
SUNDOWNERS PNG
GET PEPPERED
GET PEPPERED PNG
Peppercorn
Peppercorn PNG

Bio

Coastal apparel from St Francis Bay, Eastern Cape. Get peppered.

64 characters of the 150 allowed. Alternates and the longer pinned-post caption are in content/pages/story.md.

Link in bio

About page

A full-screen, mobile-first page for the bio link — the story set over the photography, ending on Get peppered. Content stays visible even if the script never runs.

pepper-st-francis.web.app/about.html Open the about page →→

Everything

Social kit

All 28 grid tiles, 8 story tiles, 24 moodboard photos, the story frames, taglines and bios.

Download .zip

Grid

28 ready-to-post tiles

1080 × 1080. Type-only tiles in the duotone, plus taglines set over photography. Click any to download.

Stories

8 story tiles

1080 × 1920, same taglines, safe-area aware.

Moodboard

24 reference photos

Placeholder, not final. These are Unsplash-licensed stock — free for commercial use — and they set the mood: golden hour, water, gathering, fire. But the brand strategy calls for photography that is specifically St Francis: the canals, white walls and black thatch, the chokka fleet, the point. Use these to brief a shoot, then replace them.

Golden hour over water Calm water, low sun Waves on the shore Still water Sunset over the bay Sea under cloud Surfing, golden hour Surfer silhouette on a wave Board under the arm, shorebreak In the water at sunset Carrying a board up the beach Alone on the shore Everyone on the beach at sunset Two of them walking On the dock, six o'clock Silhouettes on the water Fire on the shore Around the fire Beach fire, group Late, still going The fire pit After dark Driftwood fire Embers by the water

Bios

32 options, plus 4 multi-line

Instagram allows 150 characters; counts are exact. None use the word "salt" — ordinary English, but also the other brand's name, and a bio is the single most-compared line of copy you have. #1 is the recommendation: it says what the brand is, where it's from and what to do about it, in one line.

What the brand is

1Coastal apparel from St Francis Bay, Eastern Cape. Get peppered.64
2A coastal brand out of St Francis Bay, Eastern Cape. Est. 2026.63
3Tees, caps and stickers from St Francis Bay, Eastern Cape.58
4Coastal goods made for the good hour. St Francis Bay, Eastern Cape.67
5Pepper — coastal apparel from the Eastern Cape. Get peppered.61
6Apparel for the six o'clock crowd. St Francis Bay, Eastern Cape.64
7We make things to wear at the water. St Francis Bay, Eastern Cape.66
8Coastal apparel. St Francis Bay, Eastern Cape. Everyone welcome.64
9Clothing for people who stay for the light. St Francis Bay, EC.63
10Made on the Eastern Cape for long evenings. Get peppered.57
11Coastal apparel and good company. St Francis Bay, Eastern Cape.63
12An Eastern Cape coastal brand. Tees, caps, stickers. Get peppered.66

Brand + what it stands for

13Coastal apparel from St Francis Bay. Come as you are.53
14Made for sundowners. Worn everywhere. St Francis Bay, Eastern Cape.67
15Coastal apparel from St Francis Bay. Nobody's counting.55
16Built for sun, sea and long evenings. St Francis Bay, Eastern Cape.67
17Apparel from the Eastern Cape. Bring whoever. Get peppered.59
18Coastal apparel from St Francis Bay. Stay for the light.56

Short

19Pepper. St Francis Bay, Eastern Cape. Get peppered.51
20Coastal apparel. Eastern Cape. Get peppered.44
21St Francis Bay, Eastern Cape. Get peppered.43
22Pepper. Coastal apparel. Est. 2026.35
23Made at the water. Eastern Cape.32
24Coastal apparel. Get peppered.30

Feeling-led

25Sun, sea and sundowners. St Francis Bay, Eastern Cape. Get peppered.68
26Barefoot by six. Coastal apparel from St Francis Bay, Eastern Cape.67
27Where the light goes gold. Coastal apparel from St Francis Bay.63
28Everything slows down at six. Coastal apparel. Eastern Cape.60
29No shoes. No rush. Coastal apparel from St Francis Bay, Eastern Cape.69
30Long days, longer evenings. St Francis Bay, Eastern Cape.57
31Made for six o'clock. Coastal apparel. St Francis Bay, Eastern Cape.68
32The good hour, bottled. Coastal apparel. St Francis Bay.56

Multi-line

Instagram bios accept line breaks. These read better on a profile than one long run-on line.

Coastal apparel — St Francis Bay, Eastern Cape
Come as you are. Stay for the light.
Get peppered.
97 chars
Pepper.
Coastal apparel from the Eastern Cape.
Get peppered.
60 chars
St Francis Bay, Eastern Cape
Tees · Caps · Stickers
Get peppered.
65 chars
Made for the good hour.
St Francis Bay, Eastern Cape
Come as you are.
69 chars

Taglines

40 to work with

Grouped by job. The top three carry the brand; the rest are for captions, tags, product copy and stickers.

The line — use everywhere

  • Get peppered.The call. Invitation and pun at once.
  • Stay for the light.The second-strongest. Works on a tee, a tag and a caption.
  • Come as you are.The open door. Says the whole positioning in four words.

Invitation

  • Bring whoever.
  • Bring the cousins.
  • Everyone's welcome at sunset.
  • Come get peppered.
  • Pull up a chair.
  • There's always another glass.

The hour

  • Sun, sea, sundowners.
  • The good hour.
  • Made for six o'clock.
  • Everything slows down at six.
  • Where the light goes gold.
  • Long days, longer evenings.
  • Stay till the lights come on.
  • This is the good part.
  • The sun does the rest.

Unhurried

  • Nobody's counting.
  • Ready when it's ready.
  • No shoes. No rush.
  • Turn your phone over.
  • Later is fine.

Barefoot & sea

  • Barefoot by six.
  • Better barefoot.
  • Still wet from the sea.
  • Sand in the bakkie.
  • Slip-slops on.
  • Peppered by the sun.

Place

  • Eastern Cape, six o'clock.
  • See you at the point.
  • Chokka boats and cold beers.
  • Warm stone, cold drink.
  • This side of the Kromme.
  • Wind optional. Sun compulsory.

Product side (tags, care labels, packaging)

  • Made for the good hour.
  • Wear it out. Wear it in.
  • Built for the sea.
  • It'll fade. That's the idea.
  • Some sand may be included.

How the word is fitted

Set across the widest chord and sized to fill it. Monospace tracking tightened 8.5% to buy back width Space Mono's fixed advances would waste.

It goes soft at 32 px. Seven characters across a 32 px circle gives about a 4 px cap height, so in comments it reads as a shape rather than a word. Inherent to a wordmark at this size; Solid handles it best.

Profile

How the mark sits on a phone

Solid, as Instagram will crop it. Bio is the recommended line.

Instagram profile on a phone

In the world

Place, without a caption

Canals, thatch, Seal Point, the point, sundowners, chokka, fire, the wind. Specific to this coast. Click any to download.

Canals at six o'clock The canals
White walls and black thatch White walls
Seal Point lighthouse Seal Point
The point at golden hour The point
Sundowners on the terrace Sundowners
Chokka boats coming in Chokka
Fire on the shore The braai
Wind over the dunes The wind

Ready to post

Type on the photographs

1080 × 1080. Space Mono over the stills, same overlay as the existing grid tiles. The call, the door, the hour.

Get peppered Get peppered.
Come as you are Come as you are.
Stay for the light Stay for the light.
The good hour The good hour.
See you at the point See you at the point.
Chokka boats and cold beers Chokka boats
Ready when it's ready Ready when it's ready.
Wind optional sun compulsory Wind optional.

Type tiles

Eight more, no photograph

Duotone only. Stickers, the tailgate, the call.

Get peppered type tile Get peppered.
Stay for the light type tile Stay for the light.
Come as you are type tile Come as you are.
Stickers type tile Stickers.
The tailgate format type tile The tailgate
Sand in the bakkie type tile Sand in the bakkie.
No shoes no rush type tile No shoes. No rush.
Bring whoever type tile Bring whoever.

Stories

Four more, 9:16

Type inside the story safe area. Same stills, taller crop.

Stay for the light story Stay for the light.
Barefoot by six story Barefoot by six.
Come as you are story Come as you are.
Nobody's counting story Nobody's counting.