Visual Identity Style Guide
1. Logo
Primary Logo: A clean wordmark (sans-serif or serif with soft curves).
Secondary Logo: A monogram (first letters of the brand) for smaller use cases like social icons.
Logo Usage Rules:
Always keep a clear space equal to the height of the letter “x” around the logo.
Never distort, crop, or add effects to the logo.
2. Color Palette
(Minimal, aspirational palette with grounding neutrals and one strong accent for energy.)
Primary Colors
Soft Cream:
#FAF9F6(Background / neutral base)Charcoal Black:
#1A1A1A(Primary text / logo color)
Secondary Colors
Sage Green:
#B8C5B9(Calm, natural vibe)Blush Pink:
#F6D6D6(Feminine, aspirational accent)Gold Accent:
#D4AF37(Premium highlights, buttons, or key callouts)
✨ Tip: Limit gold to no more than 10% of visuals to maintain a clean look.
3. Typography
(Mix of elegant serif for headers + modern sans-serif for body for aspirational yet approachable feel.)
Headings (H1 / H2):
Font: Playfair Display (serif)
Use Case: Website headlines, campaign visuals, quotes
Subheadings / Accent Text:
Font: Montserrat Semi-Bold (sans-serif)
Use Case: Section headers, calls-to-action
Body Copy:
Font: Lato Regular (sans-serif)
Use Case: Website body text, social captions, product descriptions
Quotes / Emphasis Text:
Font: Italic Playfair Display
Use Case: Pull quotes, brand mottos, Instagram graphics
4. Imagery Style
Natural lighting, clean backdrops, soft shadows
Neutral tones with pops of blush or sage
Lifestyle shots: morning routines, journals, fitness, coffee, flowers
Aspirational yet approachable
5. Graphic Elements
Thin line icons (outline style, minimal)
Geometric or circular frames
Subtle gold accent lines for premium feel
6. Examples in Use
Instagram: Alternating lifestyle shots + quotes with consistent color overlays
Website: Cream background, black text, sage/ blush accents for CTA buttons
Packaging: White with gold foil logo, sage inner lining for subtle surprise