1. Brand Identity
1.1 Brand Vision
To inspire and elevate modern living by offering premium home and garden products that combine elegance, functionality, and quality craftsmanship.
1.2 Brand Mission
Mafett is committed to delivering carefully curated home and garden essentials that enhance both interior and exterior spaces, blending style and practicality to meet the needs of discerning customers.
1.3 Brand Values
- Quality: We believe in long-lasting products made from high-quality materials.
- Functionality: Our designs are not just beautiful; they are practical and user-friendly.
- Style: We offer modern, timeless pieces that enhance the aesthetics of any home.
- Sustainability: Where possible, we aim to use sustainable materials and eco-friendly practices.
- Customer-Centric: Our goal is to always meet and exceed our customers' expectations.
2. Logo Usage
2.1 Primary Logo
The primary Mafett logo features the brand name in a clean, modern typeface that reflects sophistication and simplicity. The logo should be used as the main identifier across all platforms.
- Color: Black on white background (preferred), or white on darker backgrounds.
- Clear Space: Always maintain a minimum clear space around the logo to preserve its visibility. This space should be equal to the height of the "M" in the logo.
- Minimum Size: The logo should never be smaller than 40px in height for digital use or 1.5 cm in print to ensure legibility.
2.2 Secondary/Alternative Logo
A secondary version may be used in grayscale or single-color formats when the primary logo does not fit the design context.
2.3 Incorrect Usage
- Do not distort or stretch the logo.
- Do not change the colors of the logo beyond approved brand colors.
- Do not place the logo on overly busy backgrounds that affect its clarity.
- Do not apply effects like shadows, gradients, or bevels.
3. Color Palette
The Mafett color palette is sophisticated, modern, and timeless, reflecting the elegance of the brand. These colors should be consistently used across all branding materials.
Primary Colors
- Mafett Black: #000000
- Soft White: #F5F5F5
Secondary Colors
- Smoked Oak: #6E5F56 (Inspired by our product range in wood finishes)
- Muted Grey: #A1A1A1
Accent Colors
- Soft Gold: #C5A87C (Used sparingly for accents, icons, and highlights)
These colors should be the foundation of all visual design elements, ensuring brand consistency.
4. Typography
4.1 Primary Typeface
The primary typeface for the Mafett brand is Montserrat. This clean and modern sans-serif font reflects the brand’s simplicity and elegance.
- Headlines & Titles: Montserrat Bold
- Body Text: Montserrat Regular
- Emphasis Text: Montserrat Semi-Bold
4.2 Secondary Typeface
For occasions where Montserrat is not available (e.g., email signatures), Arial or Helvetica can be used as fallback options.
- Font Colors:
- Black: #000000
- Soft White: #F5F5F5
- Muted Grey: #A1A1A1
5. Tone of Voice
Mafett’s tone of voice should always convey a sense of warmth, elegance, and expertise. The brand speaks in a friendly yet professional manner, reflecting our commitment to quality and style.
5.1 Key Characteristics of Mafett’s Voice:
- Warm and Welcoming: “Transform your space into a cozy and stylish retreat with Mafett’s curated homeware collection.”
- Knowledgeable and Helpful: “Crafted from high-quality materials, our furniture is designed to last and enhance your living space.”
- Inspiring and Visionary: “Discover timeless pieces that will elevate your home and make every day more beautiful.”
- Clear and Direct: “Browse our selection of premium products designed for modern living.”
5.2 Dos and Don’ts:
- Do: Use positive, engaging language.
- Don’t: Use overly formal or technical jargon that might alienate customers.
6. Imagery Guidelines
6.1 Photography Style
Mafett’s visual identity should reflect the elegance and practicality of its products. Photography should be clean, bright, and focused on the product’s design details.
- Lighting: Natural or soft, evenly lit images are preferred to showcase product texture and quality.
- Backgrounds: Neutral settings (light grays, whites, or muted tones) to keep the focus on the product. Styled product photos may include subtle home or garden environments to give context, but should never be cluttered.
- Product Angles: Use multiple product angles to highlight craftsmanship and functionality.
6.2 Do’s and Don’ts
- Do: Use high-resolution images for web and print.
- Don’t: Use overly saturated or highly edited images that distort the product’s appearance.
7. Applications
7.1 Website & Digital
- Ensure the Mafett logo is prominently displayed in the header.
- Maintain consistent use of brand colors and typography across all web and mobile platforms.
- All imagery should be optimized for web use, maintaining clarity and quality.
7.2 Print Materials
- All print collateral (brochures, packaging, etc.) must adhere to the brand color palette and typography rules.
- The primary logo should be used in its correct form, with ample clear space.
- Use high-quality images that align with the brand’s photography guidelines.
7.3 Social Media
- Maintain a consistent brand voice that is friendly, engaging, and professional.
- Use the color palette for post designs, banners, and highlights.
- All social media imagery should be on-brand, showcasing the product's functionality and style.
8. Brand Application Examples
- Packaging: Mafett's packaging should be minimal and elegant, with the logo placed prominently and cleanly. Use the brand colors as accents on the packaging for a premium unboxing experience.
- Business Cards: Simple and professional, featuring the logo on one side, with brand colors and typography applied consistently.
- Email Signatures: Use Montserrat or Arial font for consistency, and include the Mafett logo with the primary brand colors.
