Brand Board & Guide
El-Fittings' visual identity (logo, palette, type, and signature details) gathered in one place so every touchpoint, from a hangtag to the homepage, feels like the same boutique.
01 ยท Mark
El-Fittings' existing mark, the dress-on-hanger silhouette and the Fraunces-set wordmark, stays exactly as is. It's the signature, used as an accent across packaging, stationery, and headers rather than redrawn or recolored.
Keep space equal to the height of the dress icon free on every side. Never let text, photography, or other marks crowd the hanger or the gown's hem.
Don't render the wordmark smaller than 90px wide on screen or 20mm in print. Below that, "Clothing and More" stops reading cleanly.
Don't recolor the gradient, flatten it to a single color, stretch it, add a drop shadow, or place it on a busy photograph without a solid or blurred backing.
02 ยท Palette
Rose leads: it's the color people should associate with El-Fittings first. Rose Deep and gold support it; ivory and blush keep everything feeling soft and boutique rather than loud.
Rose is the color to reach for first: on the homepage, packaging, buttons, and anywhere the brand needs to be instantly recognizable. Rose Deep and gold support it; they don't replace it.
Neutrals: backgrounds & structure
Logo accent: mark only, not for backgrounds or UI
03 ยท Typography
Three faces, three jobs: a serif for warmth and occasion, a sans for everyday reading, and a bold condensed face reserved for one loud moment: the ticker.
Display / Wordmark
Fraunces: headlines, product names, pull quotes. Italic for warmth and emphasis.
Body / UI
Manrope: paragraphs, navigation, buttons, forms. Canva: DM Sans is the closest available substitute.
Quality fabrics, considered fits, and a fitting room that actually fits you, with curated pieces for everyday confidence.
Impact / Ticker only
Oswald: reserved for the scrolling top banner and short punchy eyebrows. Never body copy.
04 ยท In application
How the identity carries across packaging, product, lifestyle imagery, and campaign content.
05 ยท Voice
"Warm and confident, never pushy. The tone of a boutique stylist who knows you, not a discount megaphone."
"New in this week: pieces we think you'll love" reads better than "BUY NOW, LIMITED STOCK."
State quality plainly (fabric, fit, finish) rather than over-claiming with superlatives.
Speak to one customer at a time (her size, her order, her style), never a faceless mailing list.