ATHARCART Product & Packaging Identity
ATHARCART
Product and packaging identity
Ivory and forest green, one leaf, one layout. Every ATHARCART product is built from the same parts, so any one of them is recognisable without a logo in sight.
The system in six parts
Gold and terracotta are too light for small text on ivory, so they appear only as lines, dots and bands.
The signature motif: one leaf
A single fine-line leaf with a central vein, at one weight. It appears once per surface, always upright, in forest green (ivory when reversed). Never tinted, patterned or joined by other illustration.
Primary packaging
Fixed structure on every carton: wordmark at the top, product name and a gold hairline in the middle, tagline beneath, the leaf above a thin category band. Only the name, tagline and band colour change.
Wordmark: Manrope 600, wide tracking. Product name: Cormorant Garamond 500. Tagline: Cormorant Garamond italic, the one place italics appear. Matte uncoated ivory stock; gold as a hairline only, never full-coverage foil. Product names shown are placeholders.
Labels and seals
Bottle and jar labels follow the same order: wordmark, product name, size and type, leaf, category dot. A forest-green seal with the ivory leaf closes boxes and pouches.
Serum
Shipping and unboxing
The outside is quiet; the inside is where the brand appears. The shipping box carries only the wordmark and leaf, with nothing promotional printed on it.
Thank-you insert
One message, one gold hairline border, the wordmark, the leaf. No discount codes on the front.
starts here.
Website product card
The photograph takes the majority of the card. Below it the order never changes: brand, name, rating, price, original price, saving, button.
Prices and ratings are placeholders.
Product photography
Every product is shot to one template so images sit side by side as a single set.
| Rule | Standard |
|---|---|
| Light | Soft window light from the upper left, warm, about 4500 K. Soft-edged shadows fall lower right. |
| Background | Warm ivory or stone, matte, no gradient. One soft leaf shadow may fall in the upper right. |
| Composition | Product centred on one horizontal line about 16% up from the bottom. At least 40% negative space. |
| Scale and angle | Same share of frame, eye-level camera, 50 mm equivalent. |
| Props | One botanical element at most, plus one natural material such as stone or linen. |
| Grade | Soft, realistic, slightly warm. No heavy contrast or filters. |
| Formats | 4:5 product and social, 1:1 grid, 9:16 story, 3:2 banner. |
Category colour coding
Ivory and forest green are the anchor in every category. Only the accent band and label dot change.
| Category | Accent | Where it appears |
|---|---|---|
| Skincare | Muted Blush #E8C9C5 | Carton band, label dot |
| Fragrance | Terracotta Rose #B86F68 | Carton band, label dot, subtle only |
| Beauty tools | Champagne Gold #C9A86A | Carton band, hairline rule |
| Self-care | Muted Blush #E8C9C5 | Carton band, label dot |
Logo placement and consistency
The wordmark is forest green on ivory (ivory on forest only when reversed), always horizontal, centred, and used once per surface. Clear space x on every side, where x is the height of the capital A. Minimum size 25 mm in print, 110 px on screen.
| Surface | Position |
|---|---|
| Carton, label, insert card | Centred, top |
| Shipping box | Centred on lid |
| Product card | Text wordmark above the product name |
| Social, ads | Centred, top edge |
Across website, Instagram, advertising, packaging, shipping box and thank-you card, these stay constant: ivory base with forest-green type, Cormorant Garamond for statements and Manrope for the rest, the centred wordmark, the single leaf, the photography template, and the naming order of ATHARCART, product name, tagline.
Do and don't
Do
- Keep ivory and forest green on every product.
- Use one leaf, once per surface.
- Leave at least a third of every pack and frame empty.
- Use gold only as a hairline.
- Keep the same structure on every carton, label and card.
- Shoot every product to the same template.
Don't
- Use neon, loud gradients or glossy finishes.
- Cover packs in gold foil or heavy pink.
- Mix in other botanical illustrations.
- Give a collection its own font or layout.
- Add starburst badges or several logos.
- Use generic stock photography or promotions on the shipping box.
