Fernhill brand book
Fernhill
Linen bedding, slept in and never ironed. The brand is quiet: one serif, paper and oat, a fern that grows across the page.
Mark
A hill and a fern.
A single line for the hill, a frond growing from it. Drawn with one pen weight. Used on the bag, the tag and the favicon.
Type
Instrument Serif, and nothing loud.
Slept in.
Not ironed.
Not ironed.
Instrument Serif for every heading and the wordmark, with italics for the turn of a sentence. Inter, small, for everything else.
Colour
Paper, oat and fern.
Paper#F6F1EApage
Oat#E4D8C4panels, the bag
Fern#4F6B4Athe accent
Clay#B4553Asmall details
Dew#DDE6E0quiet tint
Ink#2B2521text, buttons
Graphic
The fern line and the weave.
The fern line grows across the page as you scroll. The plain weave sits behind calls to action, never behind body text.
Product art
The linen bag and tag.
Voice
Say less, and mean it.
Do
- Short sentences about the fabric and the night.
- Use numbers people can check: 165 gsm, 40 cm walls.
- Let the photos breathe; one caption each.
Do not
- Say "luxury", "indulge" or "elevate".
- Invent numbers or claims we cannot back up.
- Put more than one button on a screen.