Brand Guide

The system behind every page: a warm neutral palette, a two family type system, and the rules that keep it consistent across Instagram, TikTok and this site.

01 Colour

The palette

#FBF3E9

Cream Sand

Primary surface

token: cream / background

Default page background and large open areas. Never use as text colour except on deep brown surfaces.

#EAD7C3

Warm Beige

Secondary surface

token: gold-light / border

Section bands, card fills, dividers, hairline borders and input fields. Use it to separate blocks without adding shadows.

#DBAE94

Blush Tan

Accent

token: gold / accent

Primary buttons, pills, badges, icons and doodles. Pair only with deep brown text (4.6:1). Never place cream text on it.

#B98B72

Terracotta Clay

Decorative only

token: brown

Hover states, illustrative strokes, image overlays and large display flourishes. Do not use for body copy on cream, it fails AA.

#5C4033

Deep Brown

Text and dark surfaces

token: espresso / foreground

All body copy, headlines and labels on light surfaces (8.5:1 on cream). Also the fill for full-bleed dark sections, with cream text on top.

02 Accessibility

Contrast rules

Body text always uses Deep Brown on Cream or Beige, which clears WCAG AA with room to spare. Captions use the muted brown tint. Blush Tan and Terracotta Clay are surfaces and decoration, never small text on light backgrounds.

Deep Brown on Cream Sand: 8.5:1AAA, default body text
Deep Brown on Warm Beige: 6.9:1AAA, cards and bands
Deep Brown on Blush Tan: 4.6:1AA, buttons and badges
Cream Sand on Deep Brown: 8.5:1AAA, dark sections
Muted Brown #7A5C49 on Cream: 5.5:1AA, captions and eyebrows
Terracotta Clay on Cream: 2.7:1Fails, decorative only

03 Type

Type system

Display

Fraunces

900 Black, 400 Light for numerals

Hero name, section headings, statistics
Tight tracking (-0.015em), sentence or lowercase for a casual editorial tone
Minimum size 1.9rem, it is never used for body copy or UI labels

Text

Montserrat

400 Regular, 500 Medium

Body paragraphs, captions, country names, buttons and navigation
Body 1.0625rem / 1.7 line height, max 65 characters per line
Eyebrow labels: 0.6875rem, uppercase, 0.34em tracking, muted brown

04 Principles

How it comes together

Warm neutral first

Cream and beige carry the layout. Tan and clay appear in small doses, roughly a 70 / 20 / 10 split across any screen.

Space over decoration

Generous margins, one idea per band. If a section feels busy, remove an element rather than adding a border.

Soft geometry

Rounded corners from 1.25rem up to full pills. Images sit in soft rounded frames, never hard rectangles.

Quiet motion

Fade and slide reveals on scroll, 300 to 700ms, gentle easing. Motion supports reading, it never competes with it.