Food First
Food is how we show up for people. When they are sick, when they have a baby, when they are grieving or celebrating. Food is personal. It carries culture, dignity, joy, and trust.
FareRx Brand Identity v2.0
The brand identity for Food is Medicine.
The single source of truth for how FareRx looks, speaks, and shows up—for every agent, contractor, partner, and team member.
120,000+
Grocery Bags Delivered
15,000+
Members Served
99.7%
Delivery Success Rate
4.9 / 5
Member Satisfaction
Overview
Member hospitality is the engine.
FareRx delivers medically tailored groceries and clinical nutrition services to health plan members. We treat every member like family. That emotional connection builds trust. Trust drives adherence. Adherence delivers outcomes.
Member Hospitality
We answer before the second ring. Every member gets a dedicated rep. Calls average 3+ minutes. This is not customer service. This is hospitality.
Outcomes Over Everything
86% retention. 99.7% delivery success. 92% medication adherence maintained or improved. We lead with data because the data is the argument.
Clinical Credibility
SOC 2 Type II. HIPAA-compliant. CMS first-tier entity. Credentialed with Blues. We built the compliance infrastructure before we asked for the contracts.
Logo
The F mark and wordmark.
The FareRx logo is a rounded rectangle containing a stylized F. It references a prescription label, a cutting board, and a doorstep. The wordmark uses a deliberate weight split so the “prescription” part carries clinical weight. Display the mark and wordmark together unless space prohibits it.
On creamOn whiteDownload logo assets
Production-ready assets with no font dependency.
Use the full lockup wherever space allows.
Use the mark alone for favicons, app icons, and tight spaces at 20px or larger.
Maintain clear space equal to the mark’s width on all sides.
Rotate, distort, add drop shadows, or partially cover the logo.
Place the full-color logo directly on a photograph.
Recreate the mark in another typeface or modify the F letterform.
Tagline
Food is Medicine.
The period is non-negotiable. It is not a slogan. It is a statement of clinical fact and company conviction. The tagline appears below the wordmark in the full lockup and can stand alone as a headline.
Food is Medicine.
Food is Medicine.
Always set the tagline in Playfair Display Italic. Never bold. Never all-caps. The italic carries the warmth and conviction. When used below the wordmark, it appears lighter; as a standalone headline, it can be larger.
Color
Yellow is the signature.
In a sea of blue healthcare companies, FareRx is yellow. That is intentional. Yellow signals warmth, energy, and optimism. It says food, not pharma. Warm neutrals create breathing room without going clinical.
Brand Yellows
Gold
Accents, highlights, and badge backgrounds.
Gold Deep
Interactive hover states and emphasis.
Gold Light
Gold Mist
Brand Darks
Black
Ink
Primary text and navigation color.
Ink Soft
Warm Neutrals
Cream
Standard deck and brand-guide background.
Cream Light
Alternates with white on the web.
Border
Graphite
Ash
Typography
Four fonts, four jobs.
Each typeface has a specific role. Display carries the brand’s warmth. Body does the work. Wordmark holds the identity. Mono handles clinical data and system references.
Playfair Display
Headings, tagline, pull quotes, hero text, and deck titles.
Plus Jakarta Sans
Paragraphs, UI text, descriptions, navigation, and buttons.
Charoe Bold / DM Sans
Logo wordmark and lockup only. Charoe Bold is canonical; DM Sans is the web substitute.
JetBrains Mono
CPT codes, section labels, metadata, tokens, and badge text.
We built FareRx around a simple but powerful idea: food is personal.
FareRx delivers medically tailored groceries and clinical nutrition services. We treat every member like family. Trust drives adherence. Adherence delivers outcomes.
97802 MNT INITIAL · 97803 MNT FOLLOW-UP
SOC 2 TYPE II · HIPAA-COMPLIANT
Voice
How FareRx talks.
Voice is the brand’s most defensible asset. Every healthcare company can ship groceries. Not every company can make someone feel like family on the phone. The voice is what compounds.
Hospitality over clinical
Talk to people like family. Use short sentences, warm delivery, and no medical jargon without translation. If it sounds like a discharge summary, rewrite it.
Lead with the proof
We have the data. Lead with outcomes, not promises. The numbers are the argument.
Direct, never soft
Use active verbs and say the thing clearly. Direct is not cold. Keep it kind.
The system is broken. Say it.
Healthcare treats food as an afterthought. Nutrition benefits are fragmented. FareRx is allowed to name the problem.
Food is personal
Food carries culture, dignity, joy, and trust. Menus reflect member communities, not generic meal kits. The grocery bag is the handshake.
Respect people’s intelligence
Translate; do not dumb down. Explain clearly. Never condescend. Be bilingual when needed and readable when appropriate.
Copy in action
This is FareRx
Fresh groceries included. Expert care, covered by your insurance.
Members stay because they feel seen. 86% come back.
We answer the phone before the second ring.
Trust is built at the doorstep, not in a portal.
Your bag has 9 new recipes this week. All of them work with what’s inside.
Not FareRx
Our innovative solution leverages food-as-medicine to optimize health outcomes for plan populations.
FareRx is revolutionizing the intersection of nutrition and healthcare delivery.
We are delighted to offer a comprehensive suite of nutrition services.
It’s worth noting that our retention metrics demonstrate strong engagement.
Members can potentially access nutrition education opportunities through our platform.
Never use these words
leveragedelveit’s worth notingin today’s landscaperevolutionizeutilizesynergyholistic / wholisticstakeholderoptimizeseamless
Use patient on patient-facing care journeys and member for enrolled plan participants and member-reported program data. Always use HIPAA-compliant, never HIPAA-safe.
Components
UI building blocks.
Only components that exist in the product or will ship within 90 days. No aspirational UI. These are the patterns contractors and agents should reach for.
The Outcomes Card
The contrast is the brand.
The left column is mono and muted: the metric. The right column is body font and full weight: the result. System data meets human-readable insight.
YOY Retention86%
Delivery Success99.7%
Med Adherence92% maintained or improved
Dose-Response3.7x at 12 weeks vs. 4 weeks
Member Satisfaction4.9 / 5
Tokens
Design tokens for dev handoff.
Copy these variables into any codebase. Every value in this guide references these tokens. If a color or spacing value does not appear here, it should not exist in the product.
/* === FareRx Design Tokens v2.0 === */
/* Brand Yellows */
--gold: #FCE38A;
--gold-deep: #FBD758;
--gold-light: #FDEFBC;
--gold-mist: #FEF8E0;
/* Brand Darks */
--black: #000000;
--ink: #111111;
--ink-soft: #2A2A2A;
/* Warm Neutrals */
--cream: #EDEBE4;
--cream-light: #F5F3EE;
--graphite: #4A4540;
--ash: #8B8680;
--border: #D8D4CC;
/* Typography */
--font-display: "Playfair Display", Georgia, serif;
--font-body: "Plus Jakarta Sans", system-ui, sans-serif;
--font-wordmark: "DM Sans", sans-serif;
--font-mono: "JetBrains Mono", monospace;
/* Spacing */
--space-xs: .5rem;
--space-sm: 1rem;
--space-md: 1.5rem;
--space-lg: 2.5rem;
--space-xl: 4rem;
/* Radii */
--radius-sm: 6px;
--radius: 12px;
--radius-lg: 20px;
--radius-pill: 100px;