{
  "brand": "PetProvo",
  "source_website": "https://www.petprovo.co.za/",
  "status": "Portfolio CI showcase based on existing identity; new application concepts are proposals.",
  "existing_logo": "north-client-petprovo-logo.webp",
  "palette": {
    "Forest": "#215B4A",
    "Cream": "#FFF3DD",
    "Harvest": "#E18214",
    "Brass": "#B68C58",
    "Ink": "#143C31"
  },
  "typography": {
    "headings": "Bungee",
    "body": "Helvetica / Arial"
  },
  "voice": "Warm. Playful. Helpful.",
  "logo_rules": [
    "Use the supplied existing logo without redrawing its shapes.",
    "Preserve aspect ratio and leave clear space of at least 20% of the logo height.",
    "Use a clean light plate when the existing full-colour artwork loses contrast.",
    "Do not add shadows, glows, outlines or arbitrary recolouring to the logo."
  ],
  "proposed_pattern": "north-ci-petprovo-pattern.svg",
  "proposed_application": "Proposed loyalty & delivery insert",
  "identity_direction": "Keep the existing gold character logo, Bungee headlines and forest palette. Extend that language into tactile care cards, campaign frames and small moments of playful guidance."
}