# 01 · The brand

## The idea: light through the canopy

Huxberry makes natural and organic sleep: wool, latex, cotton, timber. The identity should feel like standing in a forest clearing in the morning. The deep greens are the trees at the edge. Most of the space is the clearing itself: open, pale, warm and full of light.

That gives one rule that decides most design questions:

> **Mostly light, anchored by green.**

| Share of any page, spread or post | What fills it |
| --- | --- |
| About 80% | Light grounds: White, Sand, Linen |
| About 15% | Natural-light photography and soft green grounds (Pale Sage) |
| 5% or less | Deep colour: Forest Ink, Deep Green |

The green comes mostly from buttons, eyebrows, line art and the photographs themselves. Most web pages have no dark band at all. If a layout feels heavy, remove dark area before adding anything else.

**The look in four words:** bright, inviting, modern, premium.

## Personality

| We are | So we | We are not |
| --- | --- | --- |
| Calm | Leave space, use few elements, let images breathe | Loud, promotional, urgent |
| Honest | Name the material, show the certificate, give the number | Vague ("eco", "green", "clean") |
| Crafted | Use careful type, real textures, precise details | Glossy, synthetic, over-retouched |
| Quietly expert | Explain how things work in plain words | Technical for its own sake, or cute |

## Tone of voice

Write like a knowledgeable friend in the showroom: plain, specific, warm, never pushy.

**Principles**

1. **Specific over general.** "New Zealand wool from certified farms" beats "premium natural materials".
2. **Prove it.** Every organic or safety claim names its certificate (GOTS, GOLS, OEKO-TEX, RWS, CertiPUR-US) or it is not made.
3. **Short sentences, one idea each.** Headlines are usually under eight words.
4. **Sentence case everywhere.** Headlines, buttons, badges, menus. Capitals only for small eyebrow labels, and the style applies them, not the keyboard.
5. **No pressure.** "Lie down. Take your time." not "Hurry, sale ends tonight!"
6. **British English spelling** (colour, centre, organise) with AED prices written `AED 2,300`.
7. **No em dashes.** Use a full stop, a comma or a colon instead.

**Reference lines from the site that get it right**

- "Sleep closer to nature."
- "The air conditioner cools the room, not the bed."
- "Organic isn't a feeling. It's a certificate."
- "Lie down. Take your time."

**Words we use:** natural, organic (only when certified), breathable, wool, latex, crafted, made to order, certified, calm, rest.

**Words we avoid:** eco-friendly, green (as a claim), chemical-free, toxin-free, luxury (on its own), revolutionary, best ever, cheap, limited time only, exclamation marks.

## Registered marks

HUXBERRY is registered in the **UAE (326417)**, the **USA (7870942)** and **Saudi Arabia (1441018013)** in Class 20 (furniture, beds, mattresses and pillows). See [02 · Logo](02-logo.md) for when to show the ® symbol.

## Facts we state the same way everywhere

| Fact | Wording |
| --- | --- |
| Warranty, Huxberry mattresses | 15 years (every Huxberry mattress, including budget and youth ranges) |
| Warranty, Hypnos mattresses | 10 years |
| Certifications | Only those that apply to the product shown, worded for the part they cover |
| Reviews | Real reviews only, with the source (for example Google) and the date checked |