A quiet, restrained look. Cool gray backgrounds, no bright accent colors, hairline text, and photography-led layouts. Built for high-end couples, destination weddings, and private corporate retreats.
High-net-worth couples · destination
weddings · private corporate retreats
01 of 03
Style guide v1
Type-only — no graphic mark, no monogram, no shortening to "FLC." The serif typeface and generous letter spacing do the work.
Fraunces
(Canela / GT Sectra in production)
All caps
0.3em tracking · 400 weight
36 px / 24 px
Ink #1F1D1A on light
Bone #EAE2D4 on dark
There is no bright accent color. Brass is allowed once per page for a single thin line. The brand's distinctive look comes from restraint, not color.
Fraunces, a contemporary serif, for headlines. Inter, a clean sans-serif, for body and labels. Emphasis is shown with italic rather than bold or color.
All spacing uses multiples of 8 pixels. Main sections have 200 pixels of vertical space; reduce to 140 only when really needed. When in doubt, leave more empty space — it's a feature of the brand.
Navigation is text-only with thin separator dots — no icons, no dropdowns. The "Enquire" call-to-action uses just a thin underline rather than a filled button, keeping the look quiet and restrained.
Three core components used across the site: portfolio cards (image and type only, no border), form fields (thin underline that thickens on focus), and the inventory tool (a floating white card with generous breathing room).
No border. No shadow. No radius. The image and the type are the entire card.
1px hairline only · labels above · no placeholder inside fields · 2px ink hairline on focus.
Floating white card · 120px breathing room · no header, shadow, or border.
Photography is quiet and close-up — natural window light or candlelight, a single subject in focus, texture as the primary subject. People appear only in fragments (a hand, a shoulder), never as bridal portraits.
Sample headlines that show the brand's tone of voice — direct, restrained, and quietly confident. Italic appears only for emphasis. Use these as a reference for how copy should sound across the site.
Rules that keep the brand consistent. Use these as guardrails when making decisions about new pages, copy, or photography.
A filled button. No primary color rectangle behind type.
An accent color used decoratively. Brass is for one hairline per page or nothing.
The phrase "Get Quote Now." It is always "Enquire."
Drop shadows, rounded corners on cards, gradients.
An icon next to a nav item. Nav is type only.
Centered body copy. Headlines may center; body is left-aligned.
A hover state that changes color — opacity only.
Marketing pop-ups, exit-intent modals, newsletter slams.
Show prices. Pricing is by enquiry.
Social media icons in the top nav. Footer only, text-only.
A sample homepage that pulls everything together — wordmark, colors, typography, components. Full-bleed photography, generous whitespace, and the quiet typographic style applied across a real page.
The collection began as a single bolt of Belgian flax in 1984 and grew, one acquisition at a time, into the largest editorial-quality linen archive on the West Coast.
CONTINUE READINGA look at how this design system shows up across business cards, social posts, event materials, and email signatures.
v1 · for internal review