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.

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

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 for when to show the ® symbol.

Facts we state the same way everywhere