Sample brand guide. Linden Row is a made-up business. Made by Maddrell Design.

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Brand guide

Brand guide · Version 2

Quiet, considered, well kept.

Linden Row is a small Paddington boutique selling natural-fibre womenswear. The brand should feel like the store: calm, uncluttered, a little formal, never loud. Everything below follows from that.

02

Colour

A warm neutral set pulled from the store itself: lime-washed plaster, raw timber, brass, charcoal knit. No accent colour. Colour in the brand comes from the clothes.

Paper#F6F3EDPage background. Cards. Inputs.
Sand#ECE6DCPanels, hero text blocks, image backing.
Charcoal#1D1B19Text, buttons, footer. 15.5:1 on paper.
Taupe deep#6A5C4DSecondary text and hover. 5.8:1 on paper.
Taupe#7D6E5EBorders and graphics only. 4.4:1, not for small text.
Line#CFC6B8Hairlines and dividers.
Ink soft#3D3833Body copy on sand. 9.3:1.
Alert#8A2F22Form errors only. 7.6:1.

Rough proportion of use: paper 55, sand 25, charcoal 15, taupe 5.

03

Type

Bodoni Moda for display: high contrast, fashion-house, used at large sizes and sparingly. Hanken Grotesk for everything else. Both are free on Google Fonts.

Display hero
Bodoni Moda 400
52–156 px, line 0.9

Considered clothes for every day.

Display 2
Bodoni Moda 400
32–56 px, line 1.05

The autumn edit

Heading 3
Bodoni Moda 400
26 px

Visit the store

Body
Hanken Grotesk 400
17 px, line 1.6

Natural fibres, quiet colours and cuts that last. A small store with a short list of labels we know well.

Label
Hanken Grotesk 500
12.5 px, caps, +0.2em

Shop new arrivals

Eyebrow
Hanken Grotesk 400
12 px, caps, +0.28em

Womenswear · Paddington, Sydney

Price
Hanken Grotesk 400
tabular figures

$189   $229   $695

04

Photography

Natural light, real space, no models posed for the camera. We sell what the room feels like as much as the garment.

Wide view of the Linden Row store with rails and timber tables
Room. Wide, level, soft daylight, nothing staged in the foreground.
Folded knitwear stacked on a pale timber table
Surface. Folded stacks on timber or stone. Texture first, slightly overhead.
Linen shirts and dresses hung on a brass rail
Rail. Garments hung with even spacing, colour running light to dark.

Product photography

A sand linen shirt with rolled sleeves, flat lay on pale limestone
Flat lay. One garment, limestone or oak, daylight from the window side, 4:5.
A model walking down a street in a taupe wool coat
On model. Natural light, a real street, mid-stride. Never posed to camera.
Close view of natural linen weave
Texture. Fabric macros in soft daylight, no props.
A tan leather tote on a limestone block beside an olive sprig
Standing. Accessories on a stone block with one natural prop at most.

Do

  • Product on a flat lay of stone, linen or timber, 4:5, shot in daylight.
  • Warm, slightly muted grade. Shadows soft, never black.
  • One garment per frame, plus a detail crop of fabric or stitching.

Do not

  • Cut-out products on pure white or a coloured studio sweep.
  • Filters, heavy contrast, flash, or text laid over the picture.
  • Stock imagery of people laughing at salads. Real store, real stock.

05

Voice

The friend with the good wardrobe, not the salesperson. Short sentences, plain words, specific about fabric and fit. Australian spelling.

Do

  • Say what it is made of and how it fits.
  • Lead with the useful fact, then stop.
  • Use "we" for the store, "you" for the customer.
  • Prefer "colour", "organise", "cosy".

Do not

  • Hype: "must-have", "obsessed", "game-changer".
  • Urgency tricks: "last chance", countdown timers.
  • Exclamation marks, emoji, all-caps shouting.
  • Claims we cannot back up.

SayA fine-gauge merino crew that sits close without clinging.

NotOur obsessed-over, must-have sweater is HERE and selling fast!!

SayThirty days to return anything unworn.

NotShop now before it is gone forever!

06

Components

Square corners everywhere. Hover and press change colour only: no shadows, no growing. Every target is at least 44 px tall. Focus is a 2 px outline in the text colour.

Announcement bar and header

Free delivery over $250  ·  Thirty-day returns

Sample site. Linden Row is a made-up business.

ShopLookbookVisit
Bag (2)

Charcoal bar, free-delivery threshold first. Header is sticky: nav left, wordmark centre, bag right. On phones the nav becomes a Menu button.

Buttons

Add to bagContinue shoppingShop all pieces
ShopLookbook

Hover: primary goes taupe deep; ghost fills charcoal; light goes sand; outline fills paper. Colour only.

Filter chips and sort

Colour and size

Round swatches link between colourways. Selected state is a charcoal ring.

Input

Please enter a valid email address.

Product card, quick add and hover view

  • NewA black merino crew jumper folded on limestone
    Merino crewBlack$229

    Resting: front view.

  • Close view of the neckline of the black merino crew
    Merino crewBlack$229

    Hover or focus: crossfades to the detail view.

  • A sand linen shirt, flat lay

    Select size

    Relaxed linen shirtSand$189

    Quick add: size picker slides up inside the image.

Cart drawer

Your bag

You are $21 away from free delivery.

Merino crew

Black · Size M

$229
Total (AUD)
$238.95
Checkout $238.95 (demo)

Slides in from the right on every page, with a free-delivery progress line. The checkout button only shows a demo notice.

Accordion

Details
  • 100% European flax linen
Delivery

Standard $9.95, free over $250.

Newsletter success

Welcome to the list.

LINDEN10Copy code

07

Motion

Quiet and brief. Movement is used only to explain where something went, never to decorate.

Do

  • Hover and press: colour only. Images may crossfade to a second view.
  • Cart drawer: slide in from the right, 0.38 s, with a dimmed page behind.
  • Sections fade in on scroll (opacity only, 0.9 s).
  • Respect reduced motion: every transition and fade switches off.

Do not

  • Scale, lift, tilt or add shadows on hover.
  • Parallax, scroll-jacking or auto-playing carousels.
  • Sliding or bouncing text.
  • Pop-ups that appear before someone has read the page.