Privé

Privé · Brand Guide

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Our North Star

The world's best shopping, brought home to you.

Our Brand

The Concierge experience.

Simple. Seamless.

Your time is valuable. We handle everything.

White Glove.

You never see the work, only the result.

Trusted Insider.

The boutique two doors down from the one in the guidebook.

How to shop Paris without being in Paris.

Our Voice

Your inside line. Cool, calm & collected.

Confident, never loud.

Velvet ropes are soft. So is our confidence.

Quiet luxury, defined.

Restraint is the point. Our value is understood, not pushed.

Aspirational and useful, all at once.

Keep them coming back and wanting more.

An example slide showing the Privé editorial voice in practice.
A morning at the magazine.

Visual System

Palette

Background
#F9F4ED
Page ground. Reads as paper.
Surface
#EDE5D8
Card and quiet emphasis.
Elevated
#E3D8C8
Raised surface.
Gold (emphasis)
#7A5C28
Strong accent, italic turns.
Gold
#9A7A3A
Eyebrows, links, default accent.
Gold (subtle)
#C9A96E
Dividers, soft accents.
Ink
#0D0B09
Primary text.
Secondary
#3D3028
Legal-page body, soft text.
Muted
#7A6A58
Captions, meta.

Type

Two faces. Cormorant Garamond for editorial moments. DM Sans for everything else. The scale below mirrors the tokens in the master design file.

Headline · Display Cormorant Garamond · 64 / 64
A reason to come.
Headline · Large Cormorant Garamond · 45 / 64
Never to buy.
Headline · Medium Cormorant Garamond · 32 / 38
Your inside line.
Headline · Small Cormorant Garamond · 24 / 30
The clasp that tells you the bag is real.
Body · Large DM Sans · 23 / 28
The friend behind the velvet rope who hands you the inside line.
Body · Medium DM Sans · 16 / 24 · weight 300
The voice is hushed and white-glove. It does not shout. It does not sell. The vibe is quiet luxury, end to end.
Body · Small DM Sans · 13 / 20 · 0.02em
Set quietly. For captions, footers, supporting copy that should sit below the line.
Label · Large DM Sans · 16 / 24 · 0.08em uppercase
Behind the Velvet Rope
Label · Medium DM Sans · 13 / 20 · 0.08em uppercase
Our Promise
Label · Small DM Sans · 12 / 16 · 0.1em uppercase
Privé · Brand Guide

Privé · Brand Guide · Last updated