Love Is Project — Brand Identity System

Section 01

Colour Palette

Five colour families drawn from Love Is Project's global artisan heritage. Red is the signal — the brand's identity and primary call to action. Maroon adds warmth and depth. Beige keeps the canvas calm and readable, echoing the natural materials of the artisan communities. Grey provides structure. Artisan Earth grounds the brand in the landscapes where the work happens.

Primary: Brand Red

Brand Crimson

#C4141C

Hero overlays, dark banners and stripes behind white text

Brand Red

#ED1C24

Primary headings, CTAs, logo, core brand accent

Rose Tint

#F7BDC1

Light feature sections, tag backgrounds, section tints

Blush

#FDEBEC

Gentle highlights, notice banners, ultra-light warm backgrounds

The brand's defining colour. Brand Red (#ED1C24) is the primary accent for headings, buttons, and brand marks. Reserve Crimson (#C4141C) for dark hero sections where text is white. Rose Tint and Blush are for light-touch moments where you want brand warmth without visual intensity.

Secondary: Warm Maroon

Deep Maroon

#8F3A2F

Header background, dark overlays with white text

Maroon

#AB4737

Announcement bar, dark palette backgrounds, secondary CTAs

Warm Blush

#E7C1BC

Pull quote fills, feature block backgrounds

Petal

#F6E7E5

Refined editorial section backgrounds

Maroon brings depth without the intensity of the primary red. Use Deep Maroon (#8F3A2F) behind white text only. Maroon (#AB4737) works as a rich brand background for announcement bars and dark feature panels. Warm Blush and Petal create readable surfaces for longer content.

Neutral: Warm Beige

Sand

#D9CCBA

Cards, sidebars, darker neutral surfaces

Warm Beige

#EFE7DA

Footer background, solid panel backgrounds with black text

Linen

#F3EEE6

Versatile section backgrounds, table alternates

Cream

#F7F3EC

Default canvas, light accent backgrounds, ultra-light surfaces

Beige is the brand's warm canvas system. It replaces cold white in most layout contexts, echoing the handcrafted materials and earthy tones of the artisan communities. Cream (#F7F3EC) is the default page background. Warm Beige (#EFE7DA) is used for the site footer.

Utility: Structural Grey

Slate

#5F6972

Full-bleed sections behind white text — use sparingly

Mid Grey

#8B939A

Header borders, dividers, muted UI text and metadata

Cloud

#DDE3E7

Tables, forms, settings pages, structural backgrounds

Frost

#EEF1F3

Ultra-light structural backgrounds, app and admin UI

Grey handles structure without adding brand warmth. Use it for borders, dividers, admin UI, and technical contexts where you need neutrality. Avoid using grey tones in brand-forward creative work — default to beige instead.

Accent: Artisan Earth

Forest

#6E705F

Overlay stripes with white text, accent dark sections

Sage

#8B8D78

Compact cards, dark accent surfaces, chips (dark palette accent BG)

Meadow

#D9DBCF

Section backgrounds with black text, artisan story panels

Mist

#EFF0EA

Canvas backgrounds for nature-themed and artisan sections

Reserved for specific contexts — artisan story sections, sustainability messaging, and UI elements that reference the natural world. It connects the brand to the landscapes of Kenya, Indonesia, Ecuador, India, Mexico, and Guatemala where the work is made.

Section 02

Typography

Love Is Project uses two typefaces. Oswald carries the brand's display voice — condensed, commanding, and confident. Archivo handles body copy and UI text — clean, humanist, and highly readable at every size. Together they balance visual strength with the warmth the brand voice requires.

Oswald Display & Headings — Google Fonts (free)

Love Is
Project

300 / Light

400 / Regular

500 / Medium

600 / SemiBold

Archivo Body & UI Text — Google Fonts (free)

What does love
mean to you?

300 / Light

400 / Regular

500 / Medium

600 / SemiBold

Type Scale

Display

Love Is Project

64px / Oswald SemiBold 600

The common thread

48px / Oswald SemiBold 600

Handmade with love

36px / Oswald SemiBold 600

Artisan communities

28px / Oswald Medium 500

Body Large

Every bracelet is made by hand. Every purchase pays a fair wage.

18px / Archivo Regular 400

Body

What starts out little can become big. A kernel of an idea, and a modest bracelet, have created jobs for thousands.

16px / Archivo Regular 400

Caption

Photo by Tommaso Riva · Ngong Hills, Kenya

14px / Archivo Regular 400

Section 03

Tone of Voice

The Love Is Project voice is built on five interlocking pillars. Each one reflects what was found throughout the brand's published books, founder letters, artisan stories, and the question Chrissie Lam has asked strangers in over 50 countries: What does love mean to you?

The Voice in One Sentence

"Genuine, globally curious, and quietly bold — the voice of a woman who has traveled the world asking strangers what love means to them, and who built a business from the answers."

Pillar 01

Human First

Every piece of content puts people at the centre — the artisan who made it, the customer who wears it, the stranger who sparked it all. Use names, locations, and direct quotes wherever possible. Never speak in abstract corporate language because the product is not abstract. It exists because of human hands and human stories.

Pillar 02

Purposeful Warmth

The tone is warm and open-hearted, but it always has somewhere to go. Love Is Project does not write copy just to feel good. It writes copy that reminds the reader why love matters, who benefits, and what the act of buying means. Warmth in service of purpose — never warmth for its own sake.

Pillar 03

Global Curiosity

The brand was born from travel and conversation. Its voice reflects that — interested in other cultures, other definitions of love, other ways of living. Uses greetings, phrases, and place names from around the world. Approaches difference with genuine wonder and never exoticises or talks down to any culture.

Pillar 04

Grounded Optimism

Love Is Project believes the world can be better. But it does not float above the messiness of real life. Chrissie Lam has written openly about leaving a stable career, about Shark Tank without a deal, about building something from nothing. The brand is honest about struggle. Its optimism is earned, not assumed.

Pillar 05

Quiet Confidence

The brand does not shout about its impact. It shows it through stories, numbers, and the voices of the women it works with. There is deep pride in the craftsmanship and the mission — expressed through demonstration, not declaration. Show don't tell, always.

Context	Tone Direction	Example Opening
Product copy	Specific, story-first, grounded in place and maker	"Handbeaded by Maasai women in Ngong Hills, Kenya, this bracelet was the one that started it all."
Email / founder voice	First-person, anecdote-led, honest, lands somewhere meaningful	"Coming back to Kenya after two years away felt like coming home."
Social captions	Question-driven, culturally grounded, invites response	"What does love mean to you? In Otavalo, Ecuador, Sisa told us: 'Love is sharing with family and others.'"
Impact / mission	Factual, specific numbers, story-backed optimism	"Love Is Project has created steady employment for more than 2,000 female artisans across 10 countries."
Wholesale / B2B	Professional but never corporate — mission still leads	"Every product in this collection is handmade. Every order directly funds the women who made it."

Language That Belongs

love community artisan handmade connection global purpose story impact together women made with love spread the love the common thread what love means to you real people, real impact pay it forward labor of love open heart

Words to Avoid

leverage synergy solutions optimize utilize empower (buzzword) disruptive game-changing best-in-class seamless authentic excited to announce we are pleased to share

Signature Language Pattern

Love is ___.

The brand's most distinctive structural pattern. "Love is purpose. Love is family. Love is the art of generating positive emotions." Use it in product copy, campaign lines, social captions, and email subject lines — but always deliberately, never as filler. It loses power if overused.

The Guiding Question

Before publishing any piece of copy, ask: does this feel like it was written by someone who has sat with a stranger on a plane and genuinely wanted to know what love means to them?

If the answer is yes, publish it. If it feels like it came from a marketing department, rewrite it.

Section 04

Buttons & UI

Love Is Project uses Layout C — sharp edges with zero border-radius on all interactive elements. Buttons are set in Archivo SemiBold, all caps, with light letter-spacing. The sharpness reflects editorial confidence; it is never softened with rounded corners.

On Red Dark Surface

On Maroon Dark Surface

On Light / Cream Surface

Element	Border Radius	Rule
Buttons	0px	Hard edge — never rounded
Badges & tags	0px	Square — consistent with button language
Cards	4px max	Minimal softening only where needed for readability
Callout blocks	3px	Barely perceptible — prevents harsh pixel corners only
Input fields	0px	Consistent with the overall sharp aesthetic
Dividers & rules	0px	Always structural, never decorative

Colour Role Rule

Brand Red = Actionable only

Buttons and CTAs. Every time a customer sees Brand Red it means "this does something." Never use it on badges, tags, or labels.

Maroon = Informational / promotional

Sale badges, discount tags, labels, and secondary outlined CTAs. Warm and attention-grabbing but not confused with a clickable button.

PDP Button Hierarchy

Primary — Brand Red filled. The only fully-saturated red element on the page.

Secondary — Maroon outlined. Upsell or alternative action. Clearly subordinate.

Save 30%

Sale badge — Maroon filled. Informational, not clickable. Never Brand Red (would compete with the button above).

Tertiary — Near-black outlined. Lowest weight. Utility actions only.

Section 05

Website Colour Schemes

The Shopify theme uses six named palettes across the site. Each defines the background, text, and accent colours for different page contexts. Use these as the reference for any Shopify work, email design, or digital asset that must match the live site.

Announcement Bar

Promotional notices, shipping thresholds, and brand announcements at the very top of the page

Background #AB4737 — Maroon

Text #FFFFFF — White

Header

Site navigation, logo area, main menu links, search bar, and cart icon

Background #8F3A2F — Deep Maroon

Text #FFFFFF — White

Border #8B939A — Mid Grey

Sale text #FDEBEC — Blush

Light Palette

Primary content areas, product pages, editorial sections, and default page background

Background #FFFFFF

Body text #000000

Primary accents #000000

Secondary accents #AB4737

Accent background #F7F3EC

Dark Palette

Feature sections, hero banners, promotional blocks with high contrast and brand presence

Background #AB4737

Text #FFFFFF

Primary accents #E7C1BC

Secondary accents #AB4737

Accent background #8B8D78

Bright Palette

Sale sections, promotional highlights, and soft brand moments on light backgrounds

Background #FDEBEC

Text #000000

Primary accents #AB4737

Secondary accents #FFFFFF

Accent background #F7F3EC

Footer

Main footer links, newsletter signup, and brand contact information

Background #EFE7DA — Warm Beige

Text #000000 — Black

Subfooter

Legal text, policy links, payment icons, and small-print at the very bottom of the page

Background #222222 — Near Black

Text #FFFFFF — White

Section 06

Section Colour Hierarchy

Rules for how colour flows across a page. The maroon header carries significant visual weight — every section below it must follow a deliberate rhythm so the page breathes rather than competes. These rules apply to the Shopify homepage, landing pages, and any multi-section document or email.

#	Section Type	Background	Purpose / Notes
01	Header	Deep Maroon#8F3A2F — fixed	Brand anchor. Non-negotiable. All other sections calibrate around this.
02	Hero / Banner	Full photographyNo fill — image carries it	Immediate exhale after the heavy header. Let the imagery breathe. No coloured background.
02b	Trust Bar	Near Black#222222 — white text	Reviews, press mentions, mission snippets. Compact single-row bar. Near-black gives high-credibility content the weight it earns and creates a sharp break between the hero and main content. Connects visually to the subfooter — dark header / dark trust bar / dark subfooter creates structured page bookends.
03	Product / Shop	White#FFFFFF	Product grids, best sellers, collection listings. Pure white for maximum product image legibility.
04	Story / Artisan	Artisan Earth Mist#EFF0EA	Artisan stories, country collections, impact content. Earthy, narrative warmth. Connects visually to where the products are made.
05	Product / Shop	White#FFFFFF	Always return to white between any two tinted sections. Never place two coloured sections back to back.
06	Campaign / Feature	Blush#FDEBEC	Promotional or editorial features — e.g. "The Pink Edit", seasonal collections, soft campaign moments. One per page maximum.
07	CTA / Newsletter	Maroon#AB4737 — with white text	Strong brand close before the footer. Email signup, "Give Love Get Love", bold campaign CTAs. One dark brand moment per page.
08	Footer	Warm Beige#EFE7DA	Warm landing. Navigation links, contact, social. Calm after the CTA moment above.
09	Subfooter	Near Black#222222	Legal text, policy links, payment icons. Always the final layer.

Rule 01 Never place two coloured sections back to back

White (#FFFFFF) is the reset. Any time two tinted sections appear in sequence — sage, blush, maroon, beige — a white product or content section must sit between them. Without this buffer the page reads as a patchwork of competing colours with no visual anchor.

Correct

Artisan Earth section → White product section → Blush campaign section

Avoid

Artisan Earth section → Blush campaign section (no white between)

Rule 02 CTA buttons are always Brand Red — not black

"Add to Cart", "Shop Now", "View Collection", and all primary purchase actions use Brand Red (#ED1C24) on light surfaces. Black buttons are generic Shopify defaults with no brand identity. The fix to "too much red" is reducing decorative red in section backgrounds — not removing it from the one element that drives conversion. On dark/maroon backgrounds, use the white button variant.

On white — Brand Red

On dark — White

On blush — Brand Red

Rule 03 Campaign / feature sections use Blush (#FDEBEC), not custom pinks

Two pink tones are available depending on how much visual impact the section needs. Use Rose Tint (#F7BDC1) when the section needs to feel punchy and distinct — e.g. "The Pink Edit" or a pink product campaign. Use Blush (#FDEBEC) for softer, supporting moments. Never use a custom or theme-picker pink outside the palette. The section heading and CTA button remain Brand Red or near-black regardless of which pink is used.

Rose Tint #F7BDC1

Punchy campaign sections, pink product features

Blush #FDEBEC

Soft supporting sections, subtle warm backgrounds

Correct

Rose Tint (#F7BDC1) for "The Pink Edit", Brand Red heading and CTA

Avoid

Custom theme pink outside the palette, or pink heading/button text

Rule 04 One dark brand moment per page

A full-width dark section (Maroon #AB4737 or Deep Maroon #8F3A2F) should appear once per page, typically as the penultimate section before the footer — used for newsletter signup, a bold mission statement, or a campaign CTA. Having more than one dark section per page (in addition to the header) creates a heavy, oppressive feel. The header already carries the maroon weight; the page needs room to breathe before returning to it.

Homepage Flow

Section-by-Section Colour Map

The exact colour sequence for the homepage, mapped to each real section. Use this as the brief whenever Shopify section colours need updating. The sequence below follows the white-between-tints rule throughout.

Page Preview

Header

Hero

Trust Bar

Best Sellers

Story Tiles

Collections

Pink Edit

Products

Artisan Impact

Newsletter

Press Logos

Founder Note

Footer

Subfooter

Section

Colour

Notes

Header

#8F3A2F

Fixed. White nav text + logo.

Hero

Full photo

No colour fill. Hero CTA button: White on Maroon overlay.

Trust Bar

#222222

Compact row. White text. Reviews + press mentions.

Best Sellers

#FFFFFF

White. Product grid. CTAs: Brand Red.

Story Tiles

#EFF0EA

Artisan Earth Mist. 3-up editorial image tiles linking to artisan stories.

Collections

#FFFFFF

White reset between tinted sections. Curated collection cards.

The Pink Edit

#F7BDC1

Rose Tint. Campaign feature. Heading + CTA: Brand Red. One per page.

Products / More

#FFFFFF

White reset after Pink Edit before the next tinted section.

Artisan Impact

#EFF0EA

Artisan Earth Mist. Country collections, artisan employment stats.

Newsletter CTA

#AB4737

Maroon. White text. "Give Love Get Love" or email signup. One dark maroon section per page.

Press Logos

#FFFFFF

White. Clean separator between dark newsletter section and founder note.

Founder Note

#6E705F

Forest (Artisan Earth dark). White text. Atmospheric and personal. Different from maroon — earthy rather than brand.

Footer

#EFE7DA

Warm Beige. Navigation links, contact, social icons.

Subfooter

#222222

Near Black. White text. Legal, policy, payment icons.

Note on the Founder Section

The Founder Note uses Forest (#6E705F) — a dark Artisan Earth tone — rather than the Maroon family. This is intentional: the earthy dark feels personal and grounded, distinct from the brand's commercial maroon. It is separated from the Newsletter CTA above it by the white press logos strip, so two dark sections do not sit adjacent. If the page ever loses the press logos strip, shift the Founder Note to Artisan Earth Mist (#EFF0EA) instead.