Batch 87 is my brand. I built it from scratch: the strategy, the name, the system, the story. The goal was accessible premium, the space between mass grocery and ultra-niche that most food brands miss. Too cheap and you're forgettable. Too precious and no one buys twice. The hard part is restraint. Every choice (color, typeface, hierarchy, voice) had to feel confident, not asking for approval. That meant near-black for authority, an editorial serif like a food magazine, zero shadows (contrast beats decoration), and muted gold used so sparingly it lands. The result is Obsidian, a complete token system (color, typography, spacing, radius, elevation, icons) in W3C DTCG format for Tokens Studio. Everything from jar labels to the website runs on the same tokens. New SKU? Add a flavor accent. New channel? It already fits.