DELAMU CO., LTD

1. Brand Essence

Tagline: “Embrace Your Lifestyle.”

Tone of Voice: Friendly, clear, and helpful — always approachable, never overly corporate.

Brand Personality: Organized, modern, stylish, and aesthetic.

2. Logo Usage

Use the official LAMU logo only as provided (horizontal + stacked versions available).

Do not stretch, recolor, or add effects.

Maintain a clear space around the logo equal to the height of the “L” in LAMU.

Preferred background: light neutral (F7F4EB) or deep charcoal (1F1C2D) for contrast.

3. Color Palette

Primary Colors

Deep Charcoal: #1F1C2D → Sophisticated, grounding base

Soft Cream: #F7F4EB → Clean, minimalist backdrop

Secondary Colors

Warm Taupe: #82777B → Elegant, balanced accent

Dusty Rose Gray: #B2A4A3 → Soft, subtle warmth

👉 Usage:

Backgrounds: Soft Cream (#F7F4EB)

Text & Headings: Deep Charcoal (#1F1C2D)

Accents (icons, highlights, CTAs): Warm Taupe (#82777B) and Dusty Rose Gray (#B2A4A3)

4. Typography

Headings: Libre Baskerville – Elegant serif, conveys sophistication and timelessness.

Body Text: Open Sans – Clean sans-serif, optimized for readability across digital and print.

👉 Pairing Rule: Use Libre Baskerville for titles, headings, pull quotes, and callouts. Use Open Sans for paragraphs, captions, and detailed product descriptions.

5. Photography & Visual Style

Look & Feel: Bright, airy, and minimalist with a focus on clean, organized spaces.

Use neutral backdrops (cream, light gray, soft natural tones) for consistency.

Showcase products in real-life lifestyle settings (organized kitchens, calm bathrooms, neat closets).

Avoid cluttered, dark, or overly staged photos. Stick with natural light.

6. Messaging Guidelines

Always highlight benefits + lifestyle value:

“Turns clutter into calm.”

“Designed for everyday simplicity.”

Avoid hard-sell or overly promotional language. Focus on organization as empowerment.

7. Affiliate & Partner Do’s & Don’ts

Do:
✔ Use provided product images and brand assets.
✔ Describe products as functional, stylish, and easy-to-use.
✔ Link directly to LAMU’s website or approved marketplaces (Amazon store).

Don’t:
✘ Alter the logo or create unofficial versions.
✘ Use LAMU’s name in unauthorized PPC ads.
✘ Present LAMU in ways that conflict with our values (cluttered, chaotic, misleading).

8. Social Media Guidelines

Hashtags: #lamuhome #organizingwithlamu

Tone: Playful, positive, helpful tips & lifestyle hacks.

Content Style: Quick organizing tips, before & afters, lifestyle visuals.