The brick is a standard red brick, nothing special other than the shape and texture you desire. The color is secondary only that you end up seeing parts of the brick telegraph through after the paint/"lime wash" is applied. After you lay the brick, paint it, let it dry, and power wash to get the desired result. This technique is HIGHLY specialized. I have found some painters able to perform, and others could not. You must talk about the technique and require a sample to be done before proceeding with that sub. Do NOT show them a picture and have them commit to doing what's in the picture. Each sub will install with their own technique that must be observed in place to ensure you get the final look you want.

Did you use a white mortar as well?

Standard gray mortar.