Brand Universe — Complete Guidelines
The world
beyond
the screen.
Packaging — Shipping — Tissue — Tags — Apparel — Photography — Instagram — Lookbook — Icons — Guidelines
01
Mission
02
Colour
03
Typography
04
Voice
05
Packaging
06
Photography
07
08
Apparel
09
Lookbook
10
Icons
We build the world
our pets deserve
to live in.
Brand Promise
UrbanLoved makes things that belong in a beautiful home — designed for pets, chosen by people who refuse to compromise on either. Every object we make earns its place through restraint, material quality, and an obsessive attention to how things feel.
What We Are Not
Not cute. Not loud. Not a pet store. We are a design brand that happens to make things for pets and the people who love them.
Positioning
The intersection of Muji's quiet conviction, Aesop's material honesty, and the emotional warmth of the relationship between a person and their animal.
Ivory
Background / Primary surface
HEX #F7F3EC
CMYK 0 2 7 2
PMS 9182 C
All primary backgrounds, packaging base, tissue paper.
Linen
Secondary surface
HEX #EDE7DA
CMYK 0 4 11 7
PMS 9183 C
Section dividers, card backgrounds, subtle hover states.
Stone
Mid-tone accent
HEX #B8A898
CMYK 0 9 17 28
PMS 7528 C
Captions, labels, secondary type, tag printing.
Charcoal
Primary text / Logo
HEX #2C2720
CMYK 0 10 28 83
PMS 412 C
All primary typography, logo mark, product tag ink.
Olive
Tonal accent
HEX #6B7045
CMYK 3 0 36 56
PMS 7751 C
Used sparingly. Photography props, seasonal accents only.
Never
Use more than two colours in a single composition. Ivory and Charcoal are always sufficient. Colour is an absence of noise.
Sparingly
Olive appears once per season, in photography only — never in type, UI, or packaging ink. Its restraint is the point.
Always
Reproduce Ivory accurately in print. The warmth is intentional and specific. Cool white is a different brand entirely.
Primary — Cormorant Garamond
Aa Bb Cc
Dd Ee Ff
The quiet life.
Specimen
For our loved ones — a thoughtful collection of modern essentials for pets and the homes they inhabit. Every object earns its place through quiet consideration.
Light 300
For our
Regular 400
loved ones
Medium 500 Italic
The quiet life
Semibold 600
UrbanLoved
Secondary — DM Mono
ABCDEFGHIJK
LMNOPQRSTU
For our loved ones
Role
DM Mono is used exclusively for labels, section numbers, captions, UI elements, and technical specifications. It never competes with Cormorant — it serves it.
All caps, tracked 0.28em
Navigation, section labels
Sentence case, tracked 0.12em
Captions, product specs
10–12px only
Never used at display sizes
Type Scale — Dark Application
Display
For our loved ones.
Headline
The quiet life.
Subheading
Crafted for those who care.
Body
Every object earns its place through quiet consideration and material honesty.
We write like this
For our loved ones.
Things that belong in a beautiful home.
Quiet enough to disappear. Present enough to be felt.
Made to last longer than a season.
A bed for the one who stays.
We never write like this
Your fur baby deserves the best! 🐾
Premium quality at affordable prices.
Shop now — limited time offer!
The #1 pet brand trusted by millions.
Because pets are family too! 💕
Understated
We never shout. We don't use exclamation marks. The product earns attention — the copy does not beg for it.
Specific
"Warm ivory linen" not "soft fabric". "Unbleached cotton twill" not "natural materials". Precision is a form of respect.
Emotionally direct
We acknowledge the relationship without sentimentalising it. Pets are part of the home. That is enough.
Present tense
We write in the present. Not "will transform your space" but "belongs in any room".
01 — Shipping Box
02 — Tissue Paper
03 — Product Tag
Shipping Box
Material
1.4mm rigid greyboard, laminated warm ivory uncoated
Finish
Letterpress-debossed wordmark, no UV, no foil
1-colour: Charcoal ink only
Rule
No logos on exterior faces except the debossed wordmark. The box should feel like a gift before it is opened.
Tissue Paper
Material
22gsm acid-free tissue, warm ivory
Finish
Tone-on-tone geometric micro-pattern, screen printed
Stone ink on Ivory — barely perceptible
Rule
Two sheets minimum per order. Folded, never crumpled. The opening experience is part of the product.
Product Tag
Material
600gsm natural cotton rag, untrimmed edges
Finish
Letterpress printed both sides
Front: wordmark + 'For our loved ones'. Reverse: material spec + care.
Rule
Natural linen twine only. No plastic loops. No barcodes on the visible face.
Sticker Seal
Material
75mm round, uncoated kraft stock
Finish
1-colour letterpress
Wordmark centred, 8pt, Charcoal
Rule
Used to seal tissue folds. One sticker, placed precisely at centre. Never use tape.
"Make the room feel like the animal
has always lived there."
Photography brief — all seasons
One subject per frame
The dog, the bowl, the light. Never two subjects competing. The eye needs somewhere to land and nowhere else to go.
Available light only
North-facing windows, overcast days, or the hour after sunrise. Never flash, never ring lights, never artificial warmth.
The product is never the hero
The room is the hero. The light is the hero. The animal is the hero. The product earns its place by belonging.
Negative space is load-bearing
At least 40% of every frame is empty. Not blank — considered. The quiet around the subject amplifies it.
Film grain is required
Shoot digital then add grain in post, or shoot on film. Clean, noiseless images look like a different brand.
No eye contact
Animals look away, at the window, asleep, at rest. Human hands may appear but never faces. We are observers, not participants.
Never shoot or publish
Pets in costumes or accessories that read as costumes
Colourful backgrounds, pop colours, saturated tones
Cluttered surfaces — one object maximum per surface
Stock photography of any kind
Product shots on white infinity backgrounds
Lifestyle photography with visible brand names other than UrbanLoved
Any photograph taken outdoors in direct sunlight
Humans smiling at the camera
Handle
@urbanloved
Bio
Modern essentials for pets and the homes they live in.
For our loved ones.
Grid colour temperature
Every image is graded to the same LUT before posting. The grid must read as a single cohesive body of work, not a collection of individual photos. Warm ivory shadows, slightly cool midtones, no blown highlights.
Grid cadence
Post 3× per week, never more.
Every 3rd post is text-only — a quote, a thought, a short sentence.
No two product posts in a row. Always separate with a lifestyle or editorial image.
The grid reads as one object when zoomed out. Check before posting.
Captions
Maximum 2 sentences. Often 1.
No hashtags in captions. 5 hashtags maximum in a comment.
No calls to action. No 'link in bio'. No discount codes.
Write as you would write in a letter, not an ad.
Stories
Stories use a black (#2C2720) or ivory (#F7F3EC) background only.
Font used in Stories: DM Mono, all caps, stone colour.
No stickers, GIFs, polls with playful graphics, or question boxes with emojis.
Unboxing videos only when the product and packaging are camera-ready.
Philosophy
Apparel exists to extend the brand into the physical world — not to generate revenue. Every piece must be so considered that someone wears it because it is beautiful, not because it is branded.
Never
Printed graphics, illustrations, or slogans beyond the wordmark.
Never
Synthetic fabrics or blends. Natural only.
Always
Sewn-in care label in DM Mono, ivory on charcoal, inside left seam.
Always
Packaged in tissue and a branded sticker seal, same as products.
Crewneck Sweatshirt
Fabric
500gsm 100% organic cotton fleece
Colour
Ivory / Oatmeal only
Logo placement
Left chest — 3cm wordmark, letterpress
Note
No back print. No sleeve print. No size label on exterior.
Tote Bag
Fabric
600gsm natural undyed canvas
Colour
Unbleached natural
Logo placement
Front centre — 6cm wordmark, screen print in Charcoal
Note
Flat bottom, short handles. Dimensions: 38 × 42 × 10cm.
Staff Apron
Fabric
Waxed cotton canvas, warm stone colour
Colour
Stone
Logo placement
Chest pocket — 2cm embroidered wordmark in Ivory thread
Note
Used by studio staff, events, and pop-ups only. Never sold.
Wrapping Ribbon
Fabric
15mm grosgrain, warm linen colour
Colour
Linen
Logo placement
No text — clean ribbon only
Note
Used to tie tissue in lieu of tape. Available in linen and charcoal.
Specification
Format
210 × 270mm portrait, perfect-bound
Pages
48pp + cover
Cover
300gsm Conqueror Laid, uncoated, debossed title only
Interior paper
150gsm Munken Lynx, warm white uncoated
5-colour: CMYK + 1 PMS warm ivory flood on cover
Binding
Perfect bound, exposed Charcoal spine with wordmark only
Frequency
Twice yearly. Spring and Autumn.
Distribution
With first orders of each season, selected press, design hotels
"The lookbook is the brand distilled into an object. It should be kept."
Content structure — every edition
pp 01–04
Cover + Editorial Statement
Full-bleed photography. One sentence per spread. No product visible.
pp 05–18
The Season
12 editorial spreads. Lifestyle photography. Minimal captions.
pp 19–32
The Objects
Product photography. Each object one full page. Spec on the right page, set in 8pt DM Mono.
pp 33–42
The Home
Interior spreads showing products in situ. 2–3 per spread maximum.
pp 43–48
Materials & Making
Behind the scenes. Raw materials, studio, hands at work.
Primary wordmark
UI Icon set — 1px stroke, 24×24px grid
Stroke weight
Always 1px. Never filled. Never 2px. The thinness is the character.
Grid
24 × 24px grid. 2px padding from edge. All geometry snaps to 0.5px.
Corners
Stroke-linecap: round. No square ends, no arrow-heads except directional icons.
Colour
Icons inherit text colour only. Never a separate icon accent colour.