# Huxberry brand guidelines 2026.2
Updated 2026-09-28. Source: https://brand.huxapps.com/llms.txt
---
# 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 |
---
# 02 · Logo
## What changed in 2026
The wordmark is unchanged. Its **colour** changed: the default logo is now **single colour Forest Ink**, with the accent square in the same colour as the letters. The grey and coral version is now a legacy mark, kept only on signage and packaging that already exist, until they are reprinted.
Why: the old logo grey was a cool grey outside the warm palette, and coral was the only red-orange in a green and neutral system. Coral on Clay or Taupe measured 1.3:1 contrast, which is effectively invisible.
**The square is never deleted.** It is the top of the H's right stem. Without it the H reads as a lowercase h.
## Versions
| Version | File | Use on |
| --- | --- | --- |
| **Forest Ink (primary)** | `logo/huxberry-wordmark-forest-ink-r.svg` | White, Sand, Linen, Pale Sage, Mist, light photography. The default for everything |
| White | `logo/huxberry-wordmark-white-r.svg` | Forest Ink, Deep Green, Sage, Clay, Taupe, dark photography |
| Deep Green | `logo/huxberry-wordmark-deep-green-r.svg` | Optional on Sand and Linen for packaging, tags and embroidery |
| H mark | `logo/huxberry-h-*.svg` | Favicon, app icon, social avatar, labels, embroidery, anywhere under the minimum wordmark size |
| Legacy grey + coral | `logo/legacy-*.svg` | Existing signage and packaging only. Not for new work |
Files ending in `-r` include the ® symbol. Files without it are for markets and goods not yet covered (see below).
## Clear space and minimum size
| Rule | Value |
| --- | --- |
| Clear space | Width of the H stem on all four sides. Nothing enters it: type, image edges, rules |
| Minimum wordmark width, screen | 110 px |
| Minimum wordmark width, print | 30 mm |
| Minimum H mark, screen | 24 px |
| Minimum H mark, print | 8 mm |
| ® symbol | 27% of cap height, top flush with the caps |
## The ® symbol
- Use the ® version on material for the **UAE, USA and Saudi Arabia**, for goods in **Class 20** (furniture, beds, mattresses, pillows).
- Show it on the **first or most prominent** appearance in a document, not on every one.
- For Canada, and for goods outside Class 20 (bed linen, textiles), use the plain wordmark until registration covering them is confirmed.
## Placement
- **Web:** top left in the header, 130 to 160 px wide on desktop, 110 px on mobile.
- **Print:** bottom right or top left, aligned to the grid margin. Never centred on a cover unless it is the only element.
- **Photography:** only on a calm, flat area of the image. If no such area exists, put the logo on a Linen strip instead.
- **Social:** the H mark as the avatar. The wordmark is rarely needed inside posts because the account name is already there.
## Don't
- Don't use coral or logo grey in new work.
- Don't delete, move or resize the accent square.
- Don't recolour the logo outside the versions above (no Fern, Ochre or gradients).
- Don't add shadows, outlines, glows or 3D effects.
- Don't stretch, rotate, condense or re-type the wordmark.
- Don't place the logo on a busy part of a photograph.
- Don't lock the logo up with other words or a tagline inside its clear space.
---
# 03 · Colour
Green carries the brand, bright neutrals give it light, and every colour has one job. They are not interchangeable.
## Grounds: where everything sits
| | Name | Hex | RGB | CMYK (FOGRA39) | Job |
| --- | --- | --- | --- | --- | --- |
|  | **White** | `#FFFFFF` | 255 255 255 | 0 0 0 0 | Main band on the website, header, footer, cards on Sand |
|  | **Sand** | `#F3EFE5` | 243 239 229 | 6 5 12 0 | The alternating band, product image grounds, buying panels, hero band |
|  | **Linen** | `#FBFAF6` | 251 250 246 | 2 2 4 0 | Paper tone in print, email background, social text cards |
|  | **Pale Sage** (new) | `#E6EEE5` | 230 238 229 | to confirm with printer | Soft green ground: announcement bar, review summary, showroom panel, social cards |
|  | **Mist** | `#EFF4EF` | 239 244 239 | 7 4 7 0 | Quietest green ground: certification strips |
## The greens
| | Name | Hex | RGB | CMYK (FOGRA39) | Job |
| --- | --- | --- | --- | --- | --- |
|  | **Forest Ink** | `#24312A` | 36 49 42 | 79 51 73 81 | Headings, product names, interface text, the logo |
|  | **Sage** | `#537156` | 83 113 86 | 70 36 69 29 | **The action colour**: primary buttons, selected states, eyebrows, focus rings |
|  | **Deep Green** | `#365644` | 54 86 68 | 82 42 73 47 | Button hover, text links, product tags, dark panels (the hero text panel on phones) |
|  | **Slate Green** | `#48534D` | 72 83 77 | 72 51 60 45 | Running paragraphs, descriptions, captions |
|  | **Moss** | `#5E6F5C` | 94 111 92 | 64 40 62 29 | Secondary labels on light grounds |
|  | **Pale Green** | `#C9D7CE` | 201 215 206 | 26 10 22 0 | Fine print (captions, legal lines) on Forest Ink or Deep Green |
|  | **Fern** | `#A7C09B` | 167 192 155 | 39 10 45 5 | Botanical line art, patterns, charts. Never text, never buttons |
## Details
| | Name | Hex | RGB | CMYK (FOGRA39) | Job |
| --- | --- | --- | --- | --- | --- |
|  | **Hairline** | `#DCD8CC` | 220 216 204 | 17 14 22 0 | Rules, card borders, dividers, table lines |
|  | **Control** (new) | `#7F8B82` | 127 139 130 | to confirm with printer | Borders of inputs and selectors, so they are visible (3.5:1 on White) |
|  | **Honey** (new) | `#955B18` | 149 91 24 | to confirm with printer | Star ratings only |
|  | **Clay** | `#877A69` | 135 122 105 | 47 45 56 20 | An occasional warm band, large type only |
|  | **Taupe** | `#585048` | 88 80 72 | 63 59 65 42 | Narrow dark strips in print and packaging |
## Proportion
**Mostly light, anchored by green.** About 80% White, Sand and Linen; about 15% photography and soft green grounds; 5% or less deep colour. Most web pages have no dark band at all: the green comes from the buttons, the eyebrows and the photographs.
## Text and ground pairs
Contrast ratios (WCAG 2.1). ✓ = passes for all text (4.5:1). L = large text only (24 px or 19 px bold and up). ✗ = never.
| Text \ Ground | White | Sand | Linen | Pale Sage | Forest Ink | Deep Green | Sage | Clay |
|---|---|---|---|---|---|---|---|---|
| Forest Ink | 13.6 ✓ | 11.8 ✓ | 13.0 ✓ | 11.5 ✓ | · | 1.7 ✗ | 2.5 ✗ | 3.2 L |
| Deep Green | 8.2 ✓ | 7.1 ✓ | 7.8 ✓ | 6.9 ✓ | 1.7 ✗ | · | 1.5 ✗ | 2.0 ✗ |
| Sage | 5.4 ✓ | 4.7 ✓ | 5.2 ✓ | 4.6 ✓ | 2.5 ✗ | 1.5 ✗ | · | 1.3 ✗ |
| Slate Green | 8.0 ✓ | 7.0 ✓ | 7.7 ✓ | 6.8 ✓ | 1.7 ✗ | 1.0 ✗ | 1.5 ✗ | 1.9 ✗ |
| White | · | 1.1 ✗ | 1.0 ✗ | 1.2 ✗ | 13.6 ✓ | 8.2 ✓ | 5.4 ✓ | 4.2 L |
| Pale Green | 1.5 ✗ | 1.3 ✗ | 1.4 ✗ | 1.3 ✗ | 9.1 ✓ | 5.5 ✓ | 3.6 L | 2.8 ✗ |
| Honey | 5.5 ✓ | 4.8 ✓ | 5.3 ✓ | 4.7 ✓ | 2.4 ✗ | 1.5 ✗ | 1.0 ✗ | 1.3 ✗ |
**Text on any green or dark ground is White**, eyebrows included. Pale Green only for fine print such as captions and legal lines.
## What changed for the final 2026 brand
| Change | Why |
| --- | --- |
| **Sage is now the action colour** (buttons are Sage pills, Deep Green on hover) | Brighter and more inviting than Deep Green blocks, and still 5.4:1 with White text |
| **White and Sand are the main grounds**, alternating in full-width bands | Cleaner and brighter than an all-Linen page. Linen stays for paper, email and social |
| **Pale Sage added** | A soft green ground that lifts a section without a dark band |
| **Honey replaces Ochre** for stars | Ochre looked dull and failed contrast on White. Honey passes 5.5:1 |
| **Control added** | Hairline was too faint for input borders. Control is visible at 3.5:1 |
| **Retired:** Ochre `#9A7A31`, coral `#C45A4E` / `#E16F62`, apricot `#EDB67C` / `#F4D3B0`, logo grey | Off-palette, low contrast, or they made tags look cheap |
## Gradients and tints
- No decorative gradients.
- The one allowed gradient is a **photo shade**: Forest Ink from 50% to 0%, behind text on a photograph, only where the text needs it.
- No tints of brand colours outside this palette. A lighter green ground is Pale Sage or Mist. A lighter warm ground is Sand or Linen.
## Print colour
- The CMYK builds above are converted from sRGB with **FOGRA39 (ISO Coated v2)**, relative colorimetric. They are starting points for **coated** stock.
- On **uncoated** stock colours print darker and duller: ask the printer to convert from the sRGB values with their uncoated profile (FOGRA52 / PSO Uncoated v3) and approve a **hard proof**.
- Pale Sage, Control and Honey have no approved CMYK build yet. The printer proposes one from the sRGB value; approve it on a hard proof and record it here.
- Pantone matches for Forest Ink, Sage, Deep Green and Sand are chosen with the printer from a physical guide under D50 light, never on screen. Details in [08 · Print](08-print.md).
## Don't
- Don't use retired colours (coral, Ochre, apricot, logo grey) anywhere.
- Don't use pure grey or black for text. Text is Forest Ink; body copy is Slate Green.
- Don't put Honey on a button, link or heading. It is for stars.
- Don't use Fern or Pale Sage for text or buttons.
- Don't make a button any colour other than Sage (White on photographs).
- Don't stack two dark bands next to each other.
---
# 04 · Typography
## One family: Satoshi
| | |
| --- | --- |
| **Typeface** | **Satoshi**, by Indian Type Foundry |
| **Why** | A clean, modern sans with soft, open shapes. It reads as calm and premium at large sizes and stays very legible at small ones. One family keeps every page, post and brochure consistent |
| **Weights we use** | **Regular 400** (headlines and body), **Medium 500** (small headings, buttons, menus, badges), **Bold 700** (eyebrows, prices, table headers) |
| **Download** | Free from [fontshare.com/fonts/satoshi](https://www.fontshare.com/fonts/satoshi) |
| **Licence** | ITF Free Font License. Free for commercial use in web, print, social, video, packaging and PDFs. Staff may share the files internally. Do not post the font files on a public website or send them to other companies: agencies and printers download their own copy from Fontshare |
| **Web** | `` |
| **Fallback** | **Arial** (email, Office documents, any system without Satoshi) |
Arabic: Satoshi has no Arabic letters. See [09 · Social media](09-digital-marketing.md) for the Arabic pairing.
## The five rules
1. **Headlines are Regular, never bold.** Size and space make a headline, not weight. A Bold or Black headline is always wrong.
2. **Tight headlines, open body.** Headlines track in slightly (-0.02 to -0.025em). Body copy stays at 0 with a 1.6 line height.
3. **Sentence case everywhere**: headlines, buttons, badges, menus. Capitals only for small eyebrow labels, and the style applies them, not the keyboard.
4. **Nothing small.** Body text 16 px minimum on screen, nothing under 14 px anywhere. In print, nothing under 7.5 pt.
5. **Hierarchy from size and weight, not colour.** Headings Forest Ink, body Slate Green, eyebrows Sage. White on any green or dark ground.
## Web scale
| Style | Weight | Size | Line height | Tracking | Colour |
| --- | --- | --- | --- | --- | --- |
| Hero headline | Regular 400 | 40 px phone, up to 56 px desktop | 1.08 | -0.025em | Forest Ink, or White on a dark panel |
| Page title, product name | Regular 400 | 40 px | 1.1 | -0.025em | Forest Ink |
| Section heading | Regular 400 | 28 px phone, 40 px desktop | 1.15 | -0.02em | Forest Ink |
| Card heading, product card title | Medium 500 | 18 px (up to 24 px for feature cards) | 1.3 | -0.01em | Forest Ink |
| Intro paragraph | Regular 400 | 17 to 18 px | 1.6 | 0 | Slate Green |
| Body | Regular 400 | 16 px | 1.6 | 0 | Slate Green |
| Small, footer, caption | Regular 400 | 14 px | 1.5 | 0 | Slate Green |
| Menu | Medium 500 | 15 px (the top row never wraps) | 1.3 | 0 | Forest Ink |
| Button | Medium 500 | 15 to 16 px, sentence case | 1 | 0 | White on Sage |
| Eyebrow | Bold 700 | 14 px, caps | 1.6 | 0.08em | Sage (White on dark) |
| Badge, tag | Medium 500 | 14 px, sentence case | 1 | 0 | White on Deep Green |
| Price | Bold 700 | 16 to 22 px | 1.2 | 0 | Forest Ink |
Text sizes are identical on every page. A section heading on the homepage is the same size as one on a product page.
## Print and social sizes
The same rules, scaled: print sizes (brochures, booklets, leaflets, specification sheets) are in [08 · Print](08-print.md); social and video sizes are in [09 · Social media](09-digital-marketing.md).
## Numbers, prices and units
- Prices: `AED 2,300` (code, space, comma thousands, no decimals unless needed). On the website, the theme's dirham symbol is fine inside price widgets.
- Sizes: `160 × 200 cm` with a true multiplication sign and a space either side.
- Heights and weights: `27 cm`, `2.4 kg` with a space before the unit.
- Ranges: `7 to 9` in sentences, an en dash `7–9` in tables only.
- **No em dashes anywhere** in Huxberry copy. Use a full stop, a comma or a colon.
## Don't
- Don't use Fraunces, Inter, Figtree, Montserrat, Georgia or any serif. Arial is a fallback only.
- Don't set headlines in Bold or Black, or thicken them with a stroke.
- Don't type in capitals. Caps come only from the eyebrow style.
- Don't letterspace lowercase text.
- Don't go under 14 px on screen or 7.5 pt in print.
- Don't centre more than three lines of body copy.
- Don't use colour to make something look important. Use size, weight or space.
---
# 05 · Layout and shape
## Principles
1. **Space is the material.** Generous margins and section spacing make the brand feel airy and premium. When in doubt, add space, not elements.
2. **One idea per section.** One eyebrow, one headline, a short paragraph, at most one primary action.
3. **Same system everywhere.** Every page, post and document uses the same column, the same spacing, the same corners. A visitor should never notice a change of style as they scroll.
4. **Soft, not rounded-cartoon.** Panels, cards and photos have gently rounded corners; buttons are pills. Nothing has a drop shadow except review cards.
## Shape
| Element | Web | Print (A4) | Social (1080 px canvas) |
| --- | --- | --- | --- |
| Panels, cards, photos, videos | 16 px corners | 3 mm | 32 px |
| Inputs, selector tiles, thumbnails | 12 px | 2 mm | 24 px |
| Buttons, badges, tags, toggles | Pill (999 px) | Pill | Pill |
| Full-bleed hero or band | Square (it runs off the edge) | Square | Square |
## Web grid and spacing
| Property | Desktop | Phone |
| --- | --- | --- |
| Content column | 1320 px max | Full width |
| Side gutter | 40 px | 20 px |
| Section spacing (top and bottom) | 80 px | 56 px |
| Base unit | 8 px | 8 px |
| Text measure | 64 characters max | 64 characters max |
| Gap between cards | 24 px | 16 px |
## Bands: how a page is built
Every section is a **full-width band**. Content sits in the one 1320 px column inside it.
| Band | Ground | Text | Use |
| --- | --- | --- | --- |
| Default | White | Forest Ink / Slate Green | Most sections |
| Alternate | Sand | Forest Ink / Slate Green | Every other section, hero band, material stories |
| Soft green | Pale Sage | Forest Ink, Sage eyebrow | Showroom invitation, review summary |
| Dark panel (rare) | Deep Green | White | Hero text panel on phones, one closing call to action at most |
| Footer | White with a Hairline top rule | Forest Ink / Slate Green | Every page |
- **Bands alternate White and Sand** as you scroll. Never two Sand bands in a row.
- **On a White band**, panels are Sand. **On a Sand band**, cards are White with a Hairline border.
- The header is White with no rule. The announcement bar is Pale Sage with Forest Ink text.
## The hero
| Screen | Layout |
| --- | --- |
| Desktop (1024 px and up) | The photograph fills the hero on a Sand band. The headline sits on the calm side over a short Forest Ink shade behind the text only |
| Phone and tablet (up to 1023 px) | The photograph shows clean, with no shade. Headline, intro and buttons sit on a **Deep Green panel below it** in White, with a White pill button and a White outline pill |
- One headline (40 to 56 px Regular), one intro line (17 to 18 px), two buttons at most.
- Never a flat brown block, never text over a busy part of a photo.
## Print and social
Print grids (brochures, booklets, leaflets, specification sheets, stationery) are in [08 · Print](08-print.md). Social canvases and safe areas are in [09 · Social media](09-digital-marketing.md).
## Don't
- Don't change the column width or spacing from page to page.
- Don't use square-cornered photos or cards (full-bleed images excepted), or 4 px "almost square" corners.
- Don't add drop shadows, frames or outlines to photos.
- Don't place two dark sections next to each other, or use a dark band on most pages at all.
- Don't fill space for the sake of it. Remove before adding.
---
# 06 · Photography, illustration and certification marks
## Photography
**The feeling:** a real bedroom on a bright morning. Clean natural daylight, whites and soft greens, wool, cotton, oak and stone. Rooms that look lived in and calm, not staged. Bright, inviting, modern, premium.
| Do | Don't |
| --- | --- |
| Soft daylight from a window, clean and very slightly warm | Flash, hard studio light, blue shadows, orange or yellow casts |
| Whites and greens dominate the frame | Brown, beige or dim rooms that read heavy |
| Natural materials: wool, cotton, linen, oak, rattan, stone, plants | Chrome, glossy plastics, neon, busy patterns |
| Calm, uncluttered compositions with space for a headline | Every inch filled |
| People resting naturally, relaxed, often turned away | Posed stock smiles, people staring at the camera |
| Greenery as a quiet accent (olive, fig, fern) | Fake plants, tropical over-styling |
| Textures up close: fibres, weave, grain | Heavy retouching, plastic-looking skin or fabric |
| Modest, respectful styling suited to the UAE | Anything that would feel out of place in a Dubai home |
### Colour grade recipe
Apply to every photograph, render and AI image before it is published.
1. **White balance:** clean, very slightly warm. Whites read as white or Linen, never blue, never orange.
2. **Shadows:** lift slightly (+10 to +15). No crushed blacks.
3. **Greens:** fresh but not neon. Desaturate 5 to 10% so foliage sits with Sage and Fern.
4. **Blues:** desaturate 20 to 30%. Skies and windows pale and neutral.
5. **Contrast:** soft. No HDR look, no heavy clarity.
6. **Test:** place the image next to a Sand swatch and a White swatch. It should look bright next to both, and not brown next to White.
### Product images
- **Rooms:** daylight bedrooms in whites, soft greens and pale oak. The Natural Harmony lineup images are the benchmark.
- **Cut-outs:** on Sand (the website product ground) or Linen. Never grey. Pure white only where a marketplace demands it.
- **Consistency:** the same camera angle, height and light across a range, so models compare fairly.
- **Truth:** the product in the picture must be the product we sell: layers, fabric, stitching, legs and headboard exactly as made.
- **Corners:** 16 px rounded corners on the website, 3 mm in print, 32 px on social (full-bleed images excepted).
### AI-generated images
Allowed for rooms, moods and backgrounds, never for the product's construction, certificates, customers or showrooms. Rules, tools and ready prompts: [11 · AI imagery and prompts](11-ai-imagery.md).
## Botanical line art
A light, hand-drawn line illustration of leaves, fern fronds, wool fibres and grasses. It brings the natural feeling into print and social where there is no photograph.
- Colour: **Fern** on White, Linen, Sand or Pale Sage. **Pale Green** on Forest Ink or Deep Green.
- Line weight: 1.5 px on screen, 0.5 to 0.75 pt in print. Single weight, no fills.
- Use at the edges of a layout, running off the page, covering 20 to 40% of the area. Never behind body text.
- One motif per layout. Never a repeating wallpaper on the website.
Icons are in [07 · Components](07-components.md).
## Certification marks
| Rule | Value |
| --- | --- |
| Colours | The certifier's official colours. The one place other brands' colours appear |
| Height | 40 to 48 px on web, 10 to 12 mm in print, all marks the same height |
| Ground | White, Linen or Mist |
| Certificate number | Underneath, Satoshi 14 px (web) or 7.5 pt (print), Slate Green |
| Which marks | Only the certificates that apply to that product category, worded for the part they cover (for example "GOLS-certified latex layer", not "every Huxberry product") |
Certification artwork lives in `legacy-2024/assets/certifications/`. Use the official files; never redraw or recolour them.
---
# 07 · Components
The building blocks for the website, email and any digital product. Print and social use the same shapes and colours (see [08 · Print](08-print.md) and [09 · Social media](09-digital-marketing.md)).
## Buttons
Every button is a **pill** with **sentence case** text in Satoshi Medium.
| Button | Fill | Text | Border | Use |
| --- | --- | --- | --- | --- |
| **Primary** | Sage `#537156` | White | none | The main action: Add to cart, Shop mattresses, Book a visit |
| Primary hover | Deep Green `#365644` | White | none | |
| **Secondary on photos** | White | Forest Ink | none | Second action over an image. Hover: Pale Sage |
| **Secondary on dark** | transparent | White | 1.5 px White | Second action on a Deep Green panel |
| **Text link** | none | Deep Green, Bold, underline on hover | none | "View all mattresses", "Read more" |
| Property | Value |
| --- | --- |
| Height | 48 px (44 px minimum on phones) |
| Padding | 0 28 px (0 20 px on compact buttons) |
| Type | Satoshi Medium 15 to 16 px, sentence case, no letter spacing |
| Corners | Pill (999 px) |
- One primary button per section. A second action is secondary.
- Never capitals, never square or 4 px corners, never Honey, Clay or any retired colour.
## Tags and badges
| Tag | Fill | Text | Use |
| --- | --- | --- | --- |
| **Product tag** | Deep Green | White | New, Flagship, Best seller. Top left of the product image |
| **Soft tag** | Pale Sage | Forest Ink | "You're viewing this", filters that are on |
- Pill, Satoshi Medium 14 px, sentence case, padding 7 × 12 px.
- **One tag per card at most.** No "Save up to" badges: the price shows the saving.
- No cream, apricot or yellow tags.
## Forms and selectors
| Element | Spec |
| --- | --- |
| Input | White fill, 1 px Control border, 12 px corners, 48 px tall, Satoshi 15 to 16 px Forest Ink |
| Label | Above the field, Satoshi Medium 14 px Forest Ink |
| Helper and error text | Satoshi 14 px. Errors in Forest Ink with an icon, never red |
| Focus | 2 px Sage outline, 2 px offset. Always visible |
| Size and option tiles | White, 1 px Control border, 12 px corners. Selected: Sage border plus a 1 px inner Sage line. Hover: Pale Sage |
| Toggle (e.g. firmness) | White pill track with a Hairline border; the selected option is a Sage pill with White text |
| Search | Pill field, round Sage button with a White magnifier |
## Cards
| Card | Spec |
| --- | --- |
| **Product card** | Image on Sand with 16 px corners; one product tag top left; name Satoshi Medium 18 px Forest Ink; a short facts line in Slate Green 14 to 15 px (feel, sizes, fabrics); rating if 3+ reviews; price Satoshi Bold Forest Ink |
| **Content card** (journal, stories) | Photo with 16 px corners, Sage eyebrow, Medium 18 to 24 px headline, one line of body at most |
| **Panel** | Sand on a White band, White with a Hairline border on a Sand band, 16 px corners, 24 px padding |
| **Review card** | White, 16 px corners, the one soft shadow (`0 1px 2px rgba(36,49,42,.04), 0 8px 24px rgba(36,49,42,.06)`) |
No other shadows. Borders are Hairline or nothing.
## Ratings and reviews
- Stars in **Honey**, the rating in Forest Ink, the count and source in Slate Green: `★★★★★ 4.8 · 265 Google reviews`.
- Show the source and the date checked. Never invent or edit a review. Show a rating on a product only when 3 or more reviews mention it.
- The review summary sits on Pale Sage with 16 px corners.
## Header and navigation
- White ground, no bottom rule. The Forest Ink wordmark on the left (the real logo file).
- Menu in Satoshi Medium 15 px Forest Ink. The top row never wraps.
- Icons (search, account, cart) are line icons in Forest Ink.
- Mega menu: White, Hairline dividers, Forest Ink text, Deep Green "View all" links.
## Announcement bar
Pale Sage ground, Forest Ink Satoshi Medium 14 px. One message at a time; arrows and a pause button if it moves.
## Trust strip
Line icons in Deep Green with 14 px Slate Green labels (free delivery, warranty, showrooms, payment in instalments). Same icons and labels on the homepage and product pages.
## Footer
White with a Hairline top rule. Forest Ink wordmark, Satoshi Medium 15 px headings, 14 px Slate Green links, Deep Green map links. Columns fold into tap-to-open groups on phones.
## Icons
- Line icons, 1.5 px stroke on a 24 px grid, rounded caps and joins.
- Forest Ink or Deep Green; White on dark grounds. Never Honey or Fern.
- Simple and literal: a bed, a truck, a shield, a leaf. No emoji, no filled or two-tone icons.
- Always with a short label.
## Motion
- Transitions 150 to 250 ms, ease-out. No bounce, no parallax.
- Carousels never move faster than every 6 seconds and always have a pause control.
- Videos do not load until they are near the screen. No sound without a tap.
- Respect "reduce motion" settings.
## Accessibility
- Every text and ground pair from [03 · Colour](03-colour.md) passes 4.5:1.
- Tap targets at least 44 × 44 px.
- Every image has alt text that says what it shows.
- Panels that open (cart, menus) trap focus and close with Escape.
---
# 08 · Print: brochures, spec sheets, stationery, signage
Everything a designer or printer needs to produce Huxberry print: principles, type, colour, formats, paper, finishes and file handover. This chapter is the only place for print type sizes and print grids.
## Principles
| Principle | In practice |
| --- | --- |
| One typeface | Satoshi only: Regular 400, Medium 500, Bold 700. No second font, no serif |
| Regular headlines | Headlines are Regular 400 with tight tracking. Never Bold, never thickened |
| Lots of space | Generous margins, few elements. When in doubt, take something out |
| Natural paper | Uncoated warm white paper, or Linen `#FBFAF6` as the paper tone. Never glossy |
| White and Sand panels | Pages and panels alternate White (the paper) and Sand. Pale Sage for a soft green panel, Deep Green rarely |
| Soft corners | Photos, panels and cards have rounded corners (see below). Full-bleed images stay square |
| Pill calls to action | Printed calls to action are pill-shaped labels in Sage with White text |
| One idea per spread | One eyebrow, one headline, a short text, one image, at most one call to action |
| Proof, not promises | Every organic or safety claim names its certificate. Only the certificates that apply to that product |
## Corners and pills
On screen, panels and photos have 16 px corners. In print that becomes:
| Item | A4 | A5 and DL | Small items (cards, tags) | Large format (A-frame, roll-up, windows) |
| --- | --- | --- | --- | --- |
| Photos, panels, cards | 3 mm | 2.5 mm | 1.5 mm | About 1.5% of the shorter side (A1 about 8 mm, roll-up about 12 mm) |
| Thumbnails, tiles, write-in boxes | 2 mm | 1.5 mm | 1 mm | Scale in proportion |
| Calls to action, badges, tags | Pill | Pill | Pill | Pill |
| Full-bleed photos and bands | Square | Square | Square | Square |
**Printed call-to-action pill:** Sage fill, White Satoshi Medium, sentence case ("Visit a showroom", "Scan to find your size"), radius half the height.
- Size: 9 mm tall with a 10 pt label and 6 mm side padding on A4; 8 mm, 9.5 pt and 5 mm on A5, DL and spec sheets. Scale up for signs.
- On Deep Green or a photograph: White pill with Forest Ink text.
- One pill per page or panel. Pair it with a QR code or a short web address, because paper cannot be clicked.
- Tags and badges (for example "New", "GOTS certified cover") are White text on a Deep Green pill, 9 pt Medium, at most one per product.
## Type scale
Sizes are size / leading in pt. Tracking in InDesign units (thousandths of an em): -25 = -0.025em.
| Style | Weight | A4 brochure, catalogue | A5 booklet | DL leaflet | Spec sheet (A4) | Tracking | Colour |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Cover headline | Regular 400 | 48 / 52 | 34 / 37 | 28 / 30 | Not used | -25 | Forest Ink, or White on dark |
| Headline, product name | Regular 400 | 30 / 34 | 24 / 27 | 20 / 23 | 26 / 29 | -20 | Forest Ink |
| Subhead, card heading | Medium 500 | 14 / 18 | 12.5 / 16 | 11.5 / 15 | 12 / 16 | -10 | Forest Ink |
| Intro | Regular 400 | 13 / 19 | 12 / 17.5 | 11 / 16 | 11 / 16 | 0 | Slate Green |
| Body | Regular 400 | 10.5 / 16 | 10 / 15 | 9.5 / 14 | 9.5 / 14 | 0 | Slate Green |
| Table text | Regular 400 | 9.5 / 13 | 9 / 12.5 | 9 / 12.5 | 9 / 13 | 0 | Slate Green, labels Forest Ink |
| Table header | Bold 700 | 9 / 13 | 8.5 / 12.5 | 8.5 / 12.5 | 8.5 / 13 | 0 | Forest Ink |
| Caption, small print | Regular 400 | 8.5 / 12 | 8 / 11.5 | 8 / 11 | 8 / 11.5 | 0 | Slate Green |
| Eyebrow | Bold 700, caps by style | 8.5 / 12 | 8 / 11 | 8 / 11 | 8 / 11 | +80 | Sage; White on dark |
| Price | Bold 700 | 12 to 16 | 11 to 14 | 11 to 13 | 9.5 in tables | 0 | Forest Ink |
| Legal terms | Regular 400 | 7.5 / 10 | 7.5 / 10 | 7.5 / 10 | 7.5 / 10 | 0 | Slate Green |
**Stationery, small items and large format**
| Item | Headline or name | Body | Smallest text |
| --- | --- | --- | --- |
| Business card | Name 10 pt Medium | 8.5 pt Regular | 8 pt |
| Letterhead, compliments slip | Not used | 10.5 / 15 pt (Arial 10.5 in Office) | Footer 7.5 pt |
| Swing tag, gift card | Product name 12 to 14 pt Regular | 8.5 pt | 7.5 pt |
| Bed-end card, shelf talker (read at 1 m) | 28 to 36 pt Regular | 14 pt | 11 pt |
| A-frame, A1 poster (read at 2 to 4 m) | 120 to 160 pt Regular | 36 pt | 28 pt |
| Roll-up banner (read at 3 m and more) | 200 to 280 pt Regular | 60 pt | 44 pt |
**Minimum sizes.** Nothing under 7.5 pt, legal text included (follow a regulation that asks for more). Running body text 9.5 pt at least: if you squint at arm's length, it is too small.
- White text on green or photographs: 9 pt minimum, Medium 500 below 10 pt.
- Sign headlines: at least 25 mm of capital height for every 3 m of viewing distance.
## Colour in print
Start from the CMYK builds below (FOGRA39, coated). The source of truth for every colour is [03 · Colour](03-colour.md).
| Colour | Hex | CMYK start (coated) | Print job |
| --- | --- | --- | --- |
| Forest Ink | `#24312A` | 79 51 73 81 | Headlines, product names, logo, dark backs of cards |
| Sage | `#537156` | 70 36 69 29 | Call-to-action pills, eyebrows |
| Deep Green | `#365644` | 82 42 73 47 | Tags, a rare dark panel or back cover |
| Slate Green | `#48534D` | 72 51 60 45 | Body text, captions, table text |
| Moss | `#5E6F5C` | 64 40 62 29 | Secondary labels on light grounds |
| Pale Green | `#C9D7CE` | 26 10 22 0 | Fine print (captions, legal lines) on Forest Ink or Deep Green |
| Fern | `#A7C09B` | 39 10 45 5 | Botanical line art and diagrams only. Never text |
| Sand | `#F3EFE5` | 6 5 12 0 | Panels, product image grounds, chapter openers |
| Linen | `#FBFAF6` | 2 2 4 0 | Paper tone. Choose the paper, do not print a flood |
| Mist | `#EFF4EF` | 7 4 7 0 | Certification strips |
| Hairline | `#DCD8CC` | 17 14 22 0 | Table rules, dividers |
| Clay | `#877A69` | 47 45 56 20 | Occasional warm panel, large type only |
| Taupe | `#585048` | 63 59 65 42 | Narrow dark strips on packaging |
| Pale Sage | `#E6EEE5` | To confirm with printer | Soft green panels. Use Mist until a build is approved |
| Control | `#7F8B82` | To confirm with printer | Write-in boxes on printed forms (warranty cards, order forms) |
| Honey | `#955B18` | To confirm with printer | Star ratings only |
- **Coated vs uncoated.** The builds above are for coated stock. Our preferred papers are uncoated, where greens print darker and duller. The printer converts from the sRGB values with their uncoated profile (FOGRA52 / PSO Uncoated v3). Approve a hard proof on the actual paper.
- **Pale Sage, Control, Honey.** The printer proposes a build from the sRGB value; approve it on a hard proof and record it in [03 · Colour](03-colour.md).
- **Pantone.** For spot-colour jobs (stationery, packaging, signage), match Forest Ink, Sage, Deep Green and Sand on press from a physical Pantone guide (Solid Coated and Solid Uncoated) under D50 light. Never pick them on screen. Record the approved references in [03 · Colour](03-colour.md) so the next job matches.
- **Tiny text.** Text under 9 pt in Forest Ink or Slate Green prints as 100% K (or as the Forest Ink spot on spot jobs), so it stays sharp. Four-colour small text blurs when plates shift.
- **Reversed text.** White type out of a four-colour green: 9 pt minimum, Medium below 10 pt.
**Never:** retired colours (coral, Ochre, apricot, logo grey); rich black or grey text; tints of brand colours outside the palette; gradients (the only exception is a soft Forest Ink shade behind text on a photograph); metallic inks; Fern or Pale Sage as text; Honey for anything but stars.
## Formats
Margins are inside / outside / top / bottom, or one value for all sides. Keep all critical content 5 mm inside the trim.
| Item | Trim size | Margins | Grid | Bleed |
| --- | --- | --- | --- | --- |
| A4 brochure (8 to 24 pages) | 210 × 297 mm | 20 / 15 / 15 / 20 mm | 12 columns, 5 mm gutter, 4 mm baseline | 3 mm |
| Catalogue (24 pages and more) | 210 × 297 mm | 25 / 15 / 15 / 20 mm (wider inside for the spine) | 12 columns, 5 mm gutter, 4 mm baseline | 3 mm |
| A5 booklet (care, sleep guide) | 148 × 210 mm | 16 / 12 / 12 / 16 mm | 6 columns, 4 mm gutter, 3.75 mm baseline | 3 mm |
| DL leaflet (roll fold, 6 panels) | 297 × 210 mm flat, 99 × 210 mm panels (inner fold-in panel 97 mm) | 10 mm per panel | 2 columns per panel, 4 mm gutter | 3 mm |
| Product specification sheet | A4 portrait | 15 mm | 12 columns, 5 mm gutter | 3 mm, or none if printed in the office |
| Price list | A4 portrait | 15 mm | 12 columns, 5 mm gutter | None (White paper, office or digital print) |
| Business card | 90 × 55 mm | 6 mm | Free | 3 mm |
| Letterhead | A4 portrait | 20 mm sides, logo 15 mm from top, text starts 50 mm down, footer 15 mm from bottom | 1 column | None |
| Compliments slip | 210 × 99 mm | 12 mm | 2 columns | None |
| Envelope (DL) | 220 × 110 mm | Logo and return address 15 mm from the top left corner | Free | None, printed on made-up envelopes |
| Presentation, proposal | 16:9 slides (33.87 × 19.05 cm), or A4 landscape | 15 mm (60 px on 1920 px slides) | 12 columns | None |
| A-frame, pavement board | A1 insert, 594 × 841 mm (check the frame) | 30 mm | 6 columns | 3 mm, or the frame maker's template |
| Bed-end card, shelf talker | A5 landscape or A6 tent card (105 × 148 mm per face) | 8 mm | Free | 3 mm |
| Mattress tag, law label | Per the factory's label specification | Per the label maker | 1 column | None |
| Swing tag | 55 × 90 mm, 5 mm hole centred 8 mm from the top | 5 mm | Free | 3 mm |
| Roll-up banner | 850 × 2000 mm visible (plus the base allowance on the maker's template) | 40 mm sides; nothing important in the bottom 300 mm | 6 columns | Per the maker's template |
| Window graphics | Measured on site | 50 mm from frames | Free | Per the installer |
| Packaging, carton labels | Per the packaging dieline | 5 mm inside folds and creases | Free | 3 mm on printed board |
| Gift card | 85.6 × 54 mm (card size), 3 mm corner radius | 5 mm | Free | 3 mm |
| Thank-you card | A6, 105 × 148 mm (flat or folded) | 10 mm | Free | 3 mm |
- **Letterhead and envelope.** Align the address block to the envelope window (confirm the window position with the envelope supplier). Printed letterhead carries only the wordmark and the footer; everything else is typed.
- **Showroom signage.** Fascia: White wordmark on Deep Green or Forest Ink, or Forest Ink wordmark on timber or a Linen-painted surface. Halo lighting, never a lightbox. Existing signs with the grey and coral logo stay until they are due for replacement.
- **A-frame, roll-up.** Logo at the top, one headline at eye level (about 1,200 to 1,700 mm from the floor on a roll-up), one photograph, one pill, a QR code of at least 40 mm.
- **Mattress tags and law labels.** Content and minimum text size come from the regulations of the market and the factory. The brand applies only to type (Satoshi, or the label maker's closest sans), colour (Forest Ink on white or natural fabric) and order: logo, product name, materials, size, care symbols, origin.
- **Window graphics.** Forest Ink or White cut vinyl, or a frosted band with the wordmark; safety markings at the heights the landlord or local code requires.
- **Packaging and labels.** One or two colours: Forest Ink or Deep Green on kraft or natural board, Taupe for narrow strips. Barcodes in 100% K on a White panel with a clear quiet zone.
- **QR codes.** At least 20 mm (40 mm on signs), Forest Ink on White or Linen with a clear border of four modules, the short web address written underneath. On dark grounds place the code on a White rounded panel.
## Specification sheet anatomy
One A4 page per product (front and back if needed). Blocks run in this order, top to bottom:
1. **Header.** Forest Ink wordmark top left, 35 mm wide. Top right: the range as an eyebrow in Sage, and a small version code with the month (for example `v3 · Oct 2026`).
- **Hypnos products:** the same Huxberry layout, with the official Hypnos logo beside the Huxberry wordmark: same cap height, separated by a 0.5 pt Hairline rule, clear space on both sides equal to the H stem width. Use Hypnos's own artwork and colours, never redrawn or recoloured. The range eyebrow moves below the logos. Add one line under the promise: "Hypnos beds are available in the UAE only at Huxberry."
2. **Product name.** 26 / 29 pt Regular, Forest Ink.
3. **One-line promise.** Intro style, one sentence, 12 words at most.
4. **Hero image.** The product on a Sand ground, full column width, 3 mm corners, about 80 mm tall.
5. **Key specifications.** Two-column table (label, value), 6 to 8 rows: feel, height, comfort layers, support, cover, turning, delivery, made in.
6. **Layers diagram.** A cross-section, top layer first, each layer labelled with its material and thickness in cm. Lines 0.5 pt Forest Ink, fills in Sand, Mist, Pale Green and Hairline, Fern for fibre and leaf details only.
7. **Sizes and prices.** Size name, dimensions (`160 × 200 cm`), price (`AED 2,300`). A line under the table: "Prices valid from [date]". Trade versions drop the price column.
8. **Certifications row.** Official marks at 10 to 12 mm high on White or a Mist strip, certificate or licence number under each in 7.5 pt Slate Green. Show only certificates held for this product. If a certificate covers one part, say so next to the mark ("GOLS-certified latex layer"). Official artwork from `legacy-2024/assets/certifications/`, never redrawn. At most four marks. Nothing expired, nothing pending.
9. **Warranty line.** "15-year warranty" on every Huxberry mattress; "10-year warranty" on Hypnos mattresses. Other products state their own warranty or none.
10. **Care.** Three or four short lines with line icons (rotate, air, spot clean, use a protector).
11. **Footer.** Showroom names and phone, huxberry.com, a QR code to the product page, Huxberry Trading LLC, the version code.
**Table style (spec sheets, price lists, catalogues, quotations)**
| Element | Rule |
| --- | --- |
| Rules | 0.5 pt Hairline between rows; no vertical rules; no outer box |
| Header row | Bold 700 Forest Ink on no fill, or on a Sand fill. Never a dark header row |
| Row fills | None. No zebra stripes |
| Numbers | Right-aligned, with tabular figures where the font offers them. Prices Bold |
| Units | In the cell (`27 cm`), never alone in the header |
| Row height | At least 7 mm on A4, so the page breathes |
## Brochure and catalogue anatomy
| Part | Formula |
| --- | --- |
| Cover | One photograph, one headline (Regular), the wordmark. Nothing else: no badges, no offers, no list of products |
| Inside cover | White or Linen, a short brand statement, one piece of Fern line art bleeding off the edge |
| Spread rhythm | Alternate an image-led spread with a text-led spread. Grounds alternate White and Sand; never two Sand spreads in a row |
| Chapter opener | Sand or Pale Sage page, eyebrow, headline, two lines of intro, one photograph with 3 mm corners or full bleed |
| Material stories | One material per spread (wool, latex, cotton, springs, timber): what it is, where it comes from, which certificate proves it |
| Product page | Product on Sand, name, promise, three key facts, sizes and prices table, warranty line, applicable certificates, one pill and a QR code |
| Certifications page | Mist ground, marks in a row at 10 to 12 mm, number under each, one line on what each covers |
| Back cover | White or Deep Green (rarely), wordmark, showrooms, phone, huxberry.com, QR code on a White panel |
## Office documents
For Word, Google Docs, Slides, PowerPoint and quotations. Build each template once and share it; do not rebuild layouts per document.
| | Word, PowerPoint (Satoshi installed) | Google Docs, Slides, or no Satoshi |
| --- | --- | --- |
| Font | Satoshi (free from Fontshare) | Arial |
| Document title | 24 pt Regular, Forest Ink | 22 pt Arial Regular, Forest Ink |
| Heading | 16 pt Medium, Forest Ink | 15 pt Arial, Forest Ink |
| Body | 10.5 pt Regular, 1.4 line spacing, Slate Green | 10.5 pt Arial, 1.4 line spacing, Slate Green |
| Tables | 9.5 pt, Hairline rules, Sand header row | Same, Arial |
| Slide title | 36 to 44 pt Regular | 36 to 40 pt Arial |
| Slide text | 20 pt minimum, 16 pt for footnotes | Same |
- Colours as hex: Forest Ink `#24312A`, Slate Green `#48534D`, Sage `#537156`, Sand `#F3EFE5`, Hairline `#DCD8CC`. Headings are never bold.
- **Quotations:** A4, logo top left, customer and quote number top right, table in the style above, prices as `AED 2,300`, VAT on its own line, validity date, warranty line, showroom footer.
- Save as PDF before sending. Never send editable Word or Slides files to customers.
## Logo on print
Use only the files in `logo/`. Full rules in [02 · Logo](02-logo.md).
| Item | Version | Width | Position |
| --- | --- | --- | --- |
| A4 brochure, catalogue cover | Forest Ink, or White on a dark photograph | 45 to 55 mm | Bottom right or top left, on the margin |
| A5 booklet cover | Same | 35 mm | Same |
| DL leaflet front | Same | 30 mm | Same |
| Spec sheet, price list, quotation | Forest Ink | 35 mm | Top left |
| Letterhead, compliments slip | Forest Ink | 40 mm | Top left |
| Envelope | Forest Ink | 35 mm | Top left |
| Business card | Forest Ink front; White H mark on a Deep Green back | 32 mm; H mark 10 mm | Front top left |
| Swing tag, gift card | Wordmark, or H mark on small faces | 30 mm; H mark 8 to 12 mm | Top centre on a tag |
| A-frame (A1) | Forest Ink or White | 180 to 220 mm | Top |
| Roll-up banner | Forest Ink or White | 500 to 600 mm | Top, 150 mm below the top edge |
- Minimum sizes: wordmark 30 mm, H mark 8 mm. Below 30 mm use the H mark.
- Clear space: the width of the H stem on all four sides.
- **®:** use the `-r` files on material for the UAE, USA and Saudi Arabia for Class 20 goods (beds, mattresses, pillows, furniture), on the first or most prominent appearance only. Bed linen and textiles, and Canada, use the plain files. Never add a typed ®.
## Handing files to the printer
| Item | Standard |
| --- | --- |
| File | PDF/X-4, one PDF per item, single pages (not spreads) unless the printer asks |
| Bleed and marks | 3 mm bleed (large format per the maker's template), crop marks offset 3 mm outside the bleed |
| Fonts | Embedded in the PDF. Printers download their own Satoshi from Fontshare; never send font files |
| Images | 300 ppi at final size (150 ppi for A1 and roll-ups), graded to the recipe in [06 · Imagery](06-imagery.md) |
| Colour | Output intent agreed with the printer first: FOGRA39 for coated, FOGRA52 / PSO Uncoated v3 for uncoated |
| Proof | Hard proof on the actual paper, signed off before the run. Wet proof for any Pantone |
**Paper**
| Item | Stock | Weight |
| --- | --- | --- |
| Brochure, catalogue and booklet covers | Uncoated warm white or natural, FSC certified | 300 to 350 gsm |
| Brochure, catalogue and booklet text pages | Uncoated warm white, FSC certified | 120 to 150 gsm |
| DL leaflet | Uncoated warm white | 170 gsm |
| Spec sheets and price lists | Uncoated white (office printing: 100 to 120 gsm laser paper) | 120 to 150 gsm |
| Letterhead, compliments slip, envelopes | Uncoated warm white, laser-safe, all matching | 100 to 120 gsm |
| Business cards | Uncoated warm white, FSC certified (or two sheets duplexed) | 400 to 600 gsm |
| Swing tags, gift and thank-you cards | Uncoated natural board or kraft-look | 350 to 400 gsm |
| Bed-end cards, shelf talkers, A-frame inserts | Uncoated or matt board; matt synthetic outdoors | 350 gsm, or 3 mm foamex for rigid |
| Roll-up banner | Matt, non-curl polyester film | About 200 to 250 microns |
Print the FSC mark and licence code on the back cover when the printer's chain of custody allows it.
**Finishes**
| Allowed | Not allowed |
| --- | --- |
| Uncoated, or matt | Gloss lamination, gloss varnish |
| Soft-touch lamination on covers, cards and gift cards | Spot UV |
| Blind emboss or deboss of the wordmark or H mark | Metallic gold, silver, copper or holographic foil |
| Matt foil in Forest Ink or Deep Green (White on dark board), logo only | Foil on text, patterns or prices |
| Section-sewn, PUR or saddle-stitched binding | Plastic wiro or comb binding |
| Rounded die-cut corners on gift cards | Die-cut shapes, windows or pop-ups for effect |
## Don't
- Don't use any font but Satoshi (Arial only in Office documents without it), or set headlines Bold, in caps or in colour for emphasis.
- Don't fill a page because there is space left. Space is the premium.
- Don't round full-bleed images, or square off photos placed inside the margins.
- Don't print Linen as a flood on white paper, or use gloss, spot UV or metallic foil.
- Don't show a certificate that does not apply to that exact product, or crowd a page with badges.
- Don't retype, recolour or crowd the logo, or put it or a QR code on a busy part of a photograph.
- Don't use em dashes, American spelling or capitals typed on the keyboard.
## Pre-print checklist
- [ ] Satoshi only, embedded; headlines Regular; nothing under 7.5 pt
- [ ] Text Forest Ink and Slate Green; text under 9 pt in 100% K
- [ ] Only palette colours; Pale Sage, Control and Honey builds approved by the printer
- [ ] Photo and panel corners correct for the format; full-bleed images square
- [ ] Logo from `logo/`, right version for the ground, ® rule followed, clear space kept
- [ ] Certificates apply to this product, with numbers; warranty 15 years Huxberry, 10 years Hypnos
- [ ] Prices `AED 2,300`, sizes `160 × 200 cm`, British English, sentence case, no em dashes
- [ ] QR code tested on the printed proof and links to the right page
- [ ] 3 mm bleed, crop marks, 5 mm safe area, PDF/X-4 with the agreed profile
- [ ] Images 300 ppi at final size, graded warm
- [ ] Hard proof approved on the actual paper
---
# 09 · Social media, video, ads and email
How the 2026 brand looks and sounds on Instagram, Facebook, TikTok, YouTube, Pinterest, LinkedIn, WhatsApp, in paid ads and in email. Written for the marketing team, agencies and automated tools: every size, colour and rule here can be used as it is.
Platform sizes, safe zones and limits checked September 2026. Platforms change often: check again every six months and before any large campaign.
## The social look
A Huxberry feed looks like a bright bedroom seen through a series of calm windows: clean morning daylight, whites and soft greens, wool, latex, cotton and oak, real rooms and real hands, with the same few layouts coming back again and again. Type is rare and quiet (Satoshi Regular, sentence case, lots of space); green appears in small doses as a Sage label, an eyebrow or a leaf in the photograph. Nothing shouts: no bursts, no red, no stacks of badges, no busy collages.
**The rule of the grid**
| Rule | Detail |
| --- | --- |
| Mostly photo | At least 6 in every 9 grid posts are photographs, most of them with no type at all |
| Few layouts, repeated | Use only the nine layouts below. The same layout always looks exactly the same |
| One idea per post | One message, one photograph, one action |
| Light grounds | Text posts sit on White, Sand, Linen or Pale Sage. A Deep Green post is rare (one in 12 at most) |
| Never two text posts side by side | In any row of three, at least two tiles are photographs |
| Graded images | Every image follows the colour grade in [06 · Photography](06-imagery.md) |
## Social type and shape (1080 px canvas)
This is the only place social type sizes are set. Sizes are for a 1080 px wide canvas.
| Style | Weight | Size | Line height | Tracking | Colour |
| --- | --- | --- | --- | --- | --- |
| Headline | Regular 400 | 64 to 96 px | 1.08 | -0.025em | Forest Ink; White on photos and green |
| Card heading, product name in a card | Medium 500 | 40 to 48 px | 1.2 | -0.01em | Forest Ink |
| Body | Regular 400 | 32 px minimum (up to 36 px) | 1.4 | 0 | Slate Green; White on green |
| Eyebrow | Bold 700, caps by style | 26 to 28 px | 1.3 | 0.08em | Sage; White on dark |
| Pill label | Medium 500 | 30 px | 1 | 0 | White on Sage; Forest Ink on White |
| Price | Bold 700 | 40 to 48 px | 1.2 | 0 | Forest Ink |
| Terms, review source | Regular 400 | 28 px (terms and sources only) | 1.4 | 0 | Slate Green |
| Video caption | Medium 500 | 44 to 52 px | 1.25 | 0 | White |
| Shape and space | Value |
| --- | --- |
| Outer margin, 1080 × 1350 posts | 80 px all round (content area 920 × 1190 px). This also clears the 3:4 profile grid crop |
| Spacing unit | 8 px. Eyebrow to headline 24 px, headline to body 32 px, body to label 48 px |
| Panels, cards, inset photos | 32 px corners |
| Small tiles (thumbnails, swatches) | 24 px corners |
| Labels, tags, buttons | Pill. Label 72 px tall, 36 px side padding. Product tag 56 px tall, 24 px padding, Deep Green, White Medium 28 px |
| Full-bleed photos | Square corners (they run off the edge) |
| Photo shade | Forest Ink, 50% to 0%, behind text only (never over the whole image) |
| Words on an image | 20 at most, including the label |
| Shadows | None, except the soft review-card shadow |
## Logo on social
| Use | Rule |
| --- | --- |
| Profile avatar, every platform | H mark in Forest Ink, centred on a Pale Sage circle, the H 50% of the circle's height. Upload 1080 × 1080. One file for every platform |
| Inside posts | Usually none: the account name is already there. Use the wordmark only on offers, final carousel slides, showroom invitations and video end cards |
| Wordmark in a post | Real file only (Forest Ink on light, White on green or dark photos). 300 px wide (280 px minimum), bottom left on the 80 px margin |
| Never | Typed or redrawn wordmarks, logos on busy parts of a photo, logo watermarks on every image, the legacy grey and coral logo |
## Platform by platform
### Instagram
| Placement | Size (px) | Safe zone and limits | Notes |
| --- | --- | --- | --- |
| Feed post | 1080 × 1350 (4:5) | 80 px margin. The profile grid shows a 3:4 centre crop (about 34 px lost each side) | Our standard post. 1080 × 1440 (3:4) is also accepted; do not mix ratios in one carousel |
| Carousel | 1080 × 1350, 4 to 8 slides (platform allows up to 20) | As feed | Every slide the same ratio. See the carousel system below |
| Stories | 1080 × 1920 (9:16) | The vertical safe box (below). Up to 60 s per video story | Organic Stories: 5 to 15 s per frame |
| Reels | 1080 × 1920 | The vertical safe box. Cover: key content inside the centre 1080 × 1440 | 15 to 45 s. Reels over 3 minutes are not shown to new audiences |
| Profile photo | 1080 × 1080 upload, shown as a circle about 110 px | Centre only | H mark on Pale Sage |
| Highlight covers | 1080 × 1920, shown as a small circle | Keep the icon inside the centre 640 × 640 | Pale Sage ground, one Forest Ink line icon (1.5 px stroke at 24 px, scaled up evenly). Names: Showrooms, Mattresses, Beds, Bedding, Reviews, Delivery |
| Bio | 150 characters | | Line 1 what we are, line 2 proof, line 3 action. Link to a page with the showroom and product links |
| Caption | 2,200 characters; about 125 show before "more" | | Hashtags 3 to 5 at most |
Suggested bio: `Natural and organic mattresses, beds and bedding.` / `15-year warranty on Huxberry mattresses.` / `Showrooms in Dubai. Lie down, take your time.`
**Works for Huxberry:** material close-ups, light moving over a made bed, showroom walk-throughs, carousels that explain layers, real reviews. **Avoid:** memes, trend dances, collages, text-heavy tiles, reposted stock images.
### Facebook
| Placement | Size (px) | Safe zone and limits | Notes |
| --- | --- | --- | --- |
| Feed post | 1080 × 1350 (4:5) | 80 px margin | Same file as Instagram |
| Reels and Stories | 1080 × 1920 | The vertical safe box | Same file as Instagram |
| Page cover | 851 × 315 recommended (upload at 2×: 1702 × 630) | Phones crop the sides and the profile photo overlaps about 40 px at the bottom left. Keep the subject in the centre 60% | A real showroom or bedroom photograph. No text, no offers |
| Profile photo | 320 × 320 minimum (upload 1080), shown as a circle | | H mark on Pale Sage |
**Works for Huxberry:** showroom news, events, longer captions for older buyers, reviews, Messenger and WhatsApp as the next step. **Avoid:** link posts with no image, boosted posts that only repeat Instagram hashtags.
### TikTok
| Item | Spec |
| --- | --- |
| Video | 1080 × 1920 (9:16). Post 15 to 45 s (uploads can run to 10 minutes on most accounts) |
| Safe zone | The vertical safe box. TikTok's right-hand buttons need 140 px clear on the right; in Arabic interfaces the layout can mirror, so keep 140 px clear on both sides for Arabic videos |
| Caption | Up to 4,000 characters; only the first 80 to 100 show. Put the point first |
| Ad text | 1 to 100 characters, and shown on few lines: one short sentence |
| Profile | H mark on Pale Sage; bio 80 characters |
**Works for Huxberry:** staff to camera answering one real question ("Why does wool keep you cool?"), a hand pressing latex, unboxing a pillow, "how to choose your firmness" in under 30 s, showroom walk-throughs. **Avoid:** trend dances, borrowed sounds (see sound policy), shouting hooks, fake "customer" skits, green-screen memes.
### YouTube, Pinterest, LinkedIn and WhatsApp
| Platform | Sizes and limits | Works for Huxberry | Avoid |
| --- | --- | --- | --- |
| **YouTube** | Shorts 1080 × 1920, up to 3 minutes (we post 20 to 50 s); home page shows its own 4:5 crop of a Short, so keep the subject centred. Thumbnail 1280 × 720, at least 640 px wide, JPG or PNG, under 2 MB. Channel banner 2560 × 1440 (minimum 2048 × 1152, under 6 MB), text and logo inside the centre 1235 × 338 | Longer guides (how mattresses are made, choosing a bed, care), showroom tours, product walk-throughs; Shorts cut from the same shoots | Clickbait thumbnails: arrows, circles, shocked faces, more than 5 words |
| **Pinterest** | Pin 1000 × 1500 (2:3), 60 px margin. Video pin 1000 × 1500 or 1080 × 1920, 6 to 15 s (platform allows 4 s to 15 minutes). Title up to 100 characters; description up to 800 | Room photographs, material flat lays, styling ideas, bedroom sets. Titles say what it is: "Oak bed with organic cotton bedding in a bright bedroom" | Offers and dates (pins live for years) |
| **LinkedIn** (company page, trade and B2B) | Logo 400 × 400 (H mark on Pale Sage). Cover 1128 × 191, a photograph with no text. Image post 1080 × 1350 or 1200 × 627 for link posts. Video 3 s to 10 minutes (we post 30 to 90 s) | Hospitality and trade projects, certificates and how we earned them, craft and workshop stories, team news, hiring. Same tone, a little more factual | Consumer offers, hashtag lists, reposted Reels with their captions |
| **WhatsApp Business** | Profile photo 1080 × 1080 upload, shown as a circle (H mark on Pale Sage). Catalogue images 1080 × 1080, product on Sand filling about 80%. Status 1080 × 1920 in the vertical safe box, 15 to 30 s (up to 60 s; 90 s on newer apps) | Replies, product links, showroom directions, Status from the week's Reels | See [Messaging](#messaging-and-email-signature) |
**YouTube thumbnails:** one graded photograph, up to 5 words in Satoshi Regular 96 to 120 px (on the 1280 canvas), White on a Forest Ink shade or Forest Ink on a light area.
## The vertical safe box (Stories, Reels, TikTok, Shorts, Status)
One box for every vertical placement, so one file works everywhere:
| Edge | Keep clear | Why |
| --- | --- | --- |
| Top | 270 px (14%) | Account name, progress bar, close button |
| Bottom | 670 px (35%) | Caption, audio line, call-to-action button, reply bar |
| Left | 80 px | Screen edges and Meta's 6% margin |
| Right | 140 px (both sides for Arabic videos) | TikTok, Reels and Shorts button column |
Everything that must be read (captions, titles, prices, labels, logo) sits inside the box: x 80 to 940, y 270 to 1250. The photograph or video still fills the whole 1080 × 1920 frame.
## Post layouts (1080 × 1350)
All layouts use the 80 px margin and the type table above. Coordinates are measured from the top left.
| # | Layout | Ground | Composition | Type | Logo |
| --- | --- | --- | --- | --- | --- |
| 1 | **Photo only** | Full-bleed photograph | Subject on a third, space around it. Square corners | None | None |
| 2 | **Photo and headline** | Full-bleed photograph | Headline on the calmest side, bottom left, last line ending 80 px above the bottom edge. Forest Ink shade (50% to 0%) behind the lower 45% only if the photo needs it | Eyebrow (optional) Pale Green 26 px; headline White 72 to 88 px, up to 7 words. Or Forest Ink on a light, calm area with no shade | None |
| 3 | **Text card** | Linen, White, Sand or Pale Sage | Eyebrow top left at y 80. Headline below it, left aligned, up to 3 lines. Body 32 px under it. Fern line art bleeding off one edge, 20 to 40% of the area, never behind text | Eyebrow Sage 28 px; headline Forest Ink 80 to 96 px; body Slate Green 32 to 36 px | Optional wordmark, bottom left |
| 4 | **Material close-up** | Sand | Macro photograph as an inset panel, 920 × 920 at y 80, 32 px corners. Text block below it | Eyebrow Sage 28 px ("WOOL"); card heading Forest Ink Medium 40 to 48 px, one line ("RWS-certified wool from New Zealand") | None |
| 5 | **Review card** | Pale Sage | White card 920 wide, centred, 32 px corners, 64 px padding, the soft shadow (`0 2px 4px rgba(36,49,42,.04), 0 16px 48px rgba(36,49,42,.06)`) | Honey stars 48 px, 8 px apart, matching the real rating; quote Forest Ink Regular 48 to 56 px, up to 20 words, no quotation marks; name Medium 32 px Forest Ink (format: "Sara K., Dubai"); source 28 px Slate Green (format: "Google review, Sheikh Zayed Road showroom, March 2026") | None |
| 6 | **Offer** | Linen or Sand, optional photo panel 920 × 560 at y 80 with 32 px corners | One offer, stated plainly, left aligned | Eyebrow Sage 28 px; headline Forest Ink 80 to 96 px ("20% off organic bedding"); terms 28 px Slate Green with the real end date; Sage pill label ("Shop bedding") | Wordmark bottom left |
| 7 | **Carousel** | See the carousel system below | | | |
| 8 | **Product spotlight** | Sand | Product photo (room or cut-out on Sand) as a 920 × 760 panel at y 80, 32 px corners; one Deep Green product tag 24 px in from the panel's top left corner | Product name Forest Ink Regular 64 px; facts line 32 px Slate Green ("Medium feel · 5 sizes · GOLS-certified latex layer"); price Bold 40 px ("From AED 2,300"); Sage pill ("See the Essentia") | None |
| 9 | **Showroom invitation** | Pale Sage (or Deep Green, rarely) | Real showroom photograph as a 920 × 640 panel at y 80, 32 px corners; text below | Eyebrow "VISIT US"; headline "Lie down. Take your time." 72 to 88 px; body 32 px with the showroom names; Sage pill "Book a visit" (White pill with Forest Ink text on Deep Green) | Wordmark bottom left (White on Deep Green) |
Prices and product names in examples are placeholders: always take them from the live product page on the day of posting.
### Carousel system
| Slide | Rules |
| --- | --- |
| **Cover** | Layout 2 or 3. The headline promises what the swipe gives ("What's inside a natural mattress"). A 28 px Slate Green line "Swipe to see the layers" is the only extra |
| **Inner slides** | Same ground and grid on every slide. Eyebrow at y 80 numbers the step ("02 · LATEX"); photo panel 920 × 640 with 32 px corners; card heading 40 to 48 px; body 32 px, 25 words at most. Each slide makes sense alone |
| **Final slide** | Summary in one headline, proof line (certificate, warranty or review count), one Sage pill, the wordmark bottom left |
| **Length** | 4 to 8 slides. One idea per slide, never a wall of text |
## Stories (1080 × 1920)
- Full-bleed photo or video, with at most one caption or headline (64 to 80 px Forest Ink on Linen or Pale Sage, or White on a shaded photo) inside the safe box.
- Platform stickers (poll, question, link, location) sit inside the safe box, one per frame. No decorative stickers, GIFs or animated text effects.
## Video (Reels, TikTok, Shorts, Stories)
**Principle:** slow, real and close. The viewer should almost feel the wool.
| Topic | Rule |
| --- | --- |
| Hook, first 2 seconds | Open on the most tactile moment: a hand pressing into latex, wool being pulled apart, morning light hitting a bed. An on-screen line of up to 6 words appears on frame one. No logo intro, no black frames, no "Hi guys" |
| Pacing | A cut every 1.5 to 3 s. Slow, steady camera moves. No whip pans, zoom punches, flashes or glitch transitions |
| Framing | Shoot vertical (9:16) at 4K, deliver 1080 × 1920 at 25 or 30 fps. Subject in the middle band of the frame, away from the safe-box edges |
| On-screen titles | Satoshi Regular 64 to 80 px, sentence case, in the upper part of the safe box (from y 270). One title at a time, 6 words at most |
| Burned-in captions | Always on. Satoshi Medium 44 to 52 px, sentence case, White on a Forest Ink pill at 85% (24 px top and bottom padding, 32 px sides). Clean White text is allowed on calm, dark footage with a soft shadow (`0 2px 8px rgba(36,49,42,.5)`); never on bright footage |
| Caption lines | Up to 32 characters (about 5 words) per line, 2 lines at most, centred on x 540 within 800 px, the bottom line ending at y 1250 |
| Voice | Real people: staff, the founder, craftspeople or real customers, speaking plainly to camera. Calm pace, no hype, no scripted shouting |
| Sound and music | Acoustic, ambient, unhurried. Natural sound (fabric, footsteps, birds) is welcome. Keep music under the voice |
| Trending audio | Business accounts use only the platform's commercial music library or music we have licensed in writing. No trending songs from the personal library. Original sounds only when the platform marks them as cleared for business use |
| Cover frame | A clean, graded frame with the title inside the centre 1080 × 1440 so the grid crop keeps it |
| End card | Optional, 2 s at most: Linen ground, Forest Ink wordmark 360 px wide centred at y 800, one line Regular 48 px under it, "huxberry.com" 32 px Slate Green. Organic Reels can simply end on the product |
| Logo | Only on the end card. No corner watermark |
| Accessibility | Captions on every video, including ads and Stories. Nothing flashes more than 3 times a second. Say what matters out loud and on screen |
**Shots that fit the brand:** wool pulled apart in backlight and latex pinholes in macro; a hand sinking into a mattress and the surface returning; a slow move across a made bed as morning light crosses it; one steady showroom walk-through ending with someone lying down; staff or the founder answering one question to camera in under 30 s; real workshop hands tufting, sewing, finishing.
AI-generated video and images follow [11 · AI imagery and prompts](11-ai-imagery.md): never for customers, staff, showrooms, construction or proof of performance.
## Captions and copy
| Topic | Rule |
| --- | --- |
| Tone | The knowledgeable friend in the showroom from [01 · Brand](01-brand.md): plain, specific, warm, never pushy |
| First line | The point, in under 125 characters (under 80 on TikTok). It must work alone |
| Length | Feed and Reels: 1 to 4 short sentences. Carousels and LinkedIn can run to 120 words |
| Case and spelling | Sentence case everywhere, British English, `AED 2,300`, `160 × 200 cm`. No em dashes, no exclamation marks, no capitals for emphasis |
| Hashtags | 3 to 5 at most, at the end, specific (`#organicmattress` `#dubaihome` `#naturalbedding`). None on LinkedIn or Facebook |
| Emoji | None, or one calm one (a leaf, the moon). Never 🔥, 💥, ‼️ or rows of emoji |
| Calls to action | "Visit a showroom", "Book a visit", "Find your mattress", "Shop bedding", "Message us on WhatsApp", "See the layers". One per post |
**Claims: name the certificate, for that part of that product**
| Certificate | What it covers | Say | Never say |
| --- | --- | --- | --- |
| GOTS | Organic cotton and textiles | "GOTS-certified organic cotton cover" | "GOTS-certified mattress" if only the cover is |
| GOLS | Organic latex | "GOLS-certified organic latex layer" | "Organic bed" |
| RWS | Wool | "RWS-certified wool" | "Ethical wool" with no certificate |
| OEKO-TEX Standard 100 | Textiles tested for harmful substances | "OEKO-TEX Standard 100 tested fabric" | "Toxin-free", "chemical-free" |
| CertiPUR-US | Foam | "CertiPUR-US certified foam layer" | "Natural foam" |
| FSC | Timber | "FSC-certified oak" (only when the chain of custody covers that product) | "Sustainable furniture" |
- Only claim the certificates a product actually holds, as listed on its product page. Never "every Huxberry product is certified".
- **Warranty:** 15 years on every Huxberry mattress (including budget and youth ranges). 10 years on Hypnos mattresses. For beds, sofas and furniture, use exactly the wording on the product page.
- **Reviews:** give the source and the date: "4.8 from 265 Google reviews, Sheikh Zayed Road showroom, checked September 2026".
- **Never say:** eco-friendly, green (as a claim), chemical-free, toxin-free, non-toxic, cure, heals, fixes back pain, doctor recommended (without a named doctor and permission), best in Dubai, luxury on its own, cheapest, limited time only, last chance, hurry, revolutionary.
## Content pillars and weekly mix
| Pillar | What it is | Example posts |
| --- | --- | --- |
| Materials | What is inside and why | Wool pulled apart in backlight; carousel "Four layers of the Essentia" |
| Better sleep | Useful, honest advice | "The air conditioner cools the room, not the bed"; choosing firmness |
| Rooms | Our products in real, bright homes | Photo-only post of a bedroom; Pinterest room sets |
| Proof | Reviews, certificates, warranty, making | Review card; "What GOLS actually checks" |
| People and showrooms | Staff, craftspeople, visits | Showroom walk-through Reel; staff answering one question |
| Product | Launches and spotlights | Product spotlight; new bedding colours |
| Offers | Occasional, calm | One offer post, never more than 1 in 10 posts |
**Suggested week** (Instagram, mirrored to Facebook): Monday materials Reel · Tuesday photo-only post · Wednesday better-sleep carousel · Thursday review card or proof · Friday people or showroom Reel · Saturday photo or product spotlight · 2 to 4 Stories a day.
TikTok: 3 videos a week from the same shoots. YouTube: Shorts from the same edits, one long guide a month. LinkedIn: 1 to 2 posts a week. Pinterest: 5 to 10 pins a week from the photo library.
## Creators, customer content and reviews
**Briefing a creator**
| Brief item | What to give |
| --- | --- |
| One message | "Wool keeps you cool in a Dubai summer", not five selling points |
| Proof they may say | The exact certificate and warranty wording from this chapter |
| Must show | The real product, their real room, natural light, captions on |
| Must not | Scripted hype, before-and-after health claims, discount codes unless agreed, trending songs, our logo redrawn |
| Look | [06 · Photography](06-imagery.md): bright daylight, whites and soft greens, lived-in, no flash |
| Disclosure | Use the platform's paid-partnership label on every paid or gifted post. Work only with creators who hold the UAE advertising permit the law requires |
| Approval | We see the final edit and caption before it goes live; we check claims, not personality |
**Showing reviews truthfully**
- Only real reviews, quoted word for word. Shorten with "…" only if the meaning stays the same, and never fix the reviewer's opinion.
- First name and initial, or initials only, with the city: "Sara K., Dubai". Ask permission before using a full name or photo.
- Always the source and date: "Google review, March 2026".
- Never invent, combine, translate loosely or generate a review, a reviewer or a reviewer's photo.
- Reshare customer photos only with the customer's written permission, credited to them.
## Local and seasonal
| Moment | Angle | Rules |
| --- | --- | --- |
| Ramadan | Calm evenings, rest between suhoor and work, a restful bedroom | Dates move about 11 days earlier each year: check them. "Ramadan Kareem" greetings, no food or drink in daytime posts and ads, softer tone, no heavy selling in the first days |
| Eid Al Fitr and Eid Al Adha | Hosting family, guest rooms, fresh bedding | "Eid Mubarak". Any offer follows the offer rules |
| UAE National Day, 2 December | Pride in home and the country we make things in | One respectful post. Use the UAE flag correctly (never distorted, cropped or on a product). Do not recolour the brand in flag colours |
| Summer (June to September) | "The air conditioner cools the room, not the bed." Breathable wool and latex | Explain how breathable materials help; no cooling-performance numbers unless tested and on file |
**Respectful imagery:** modest, relaxed clothing (sleeves, loungewear); people resting alone or sitting together, never intimate poses in bed; no alcohol; faces relaxed or turned away, as in [06 · Photography](06-imagery.md).
**Arabic text**
| Topic | Rule |
| --- | --- |
| Typeface | Satoshi has no Arabic letters. Use **IBM Plex Sans Arabic** (free, SIL Open Font License, Google Fonts): Regular for headlines and body, Medium for labels and captions, Bold for eyebrows. For large display lines, **Noto Kufi Arabic** (also SIL Open Font License) is the alternative |
| Size | Set Arabic about 10% larger than the English next to it, with a line height of 1.5 to 1.7 |
| Direction | Right to left: right aligned, the layout mirrored, same margins and safe box (140 px clear on both sides of vertical video) |
| Letter spacing and caps | Never letterspace Arabic. Arabic eyebrows are Bold with no tracking |
| Numbers and prices | Western digits in both languages: `AED 2,300` |
| Bilingual posts | English and Arabic in separate blocks, never mixed in one line. Same hierarchy, same colours |
| Translation | Written or checked by a native Arabic speaker. Never machine translation alone. All the same claims rules apply |
## Paid ads (Meta, TikTok, YouTube, Pinterest)
**Structure:** product in a real room, then the proof, then the action. One message per ad.
| Part | Rule |
| --- | --- |
| Frame or image | The product in a bright, real room, graded to [06 · Photography](06-imagery.md). Video ads: the product in the first 2 s |
| Proof | One: the certificate for that part, the warranty, or the Google review count with its source |
| Action | One call to action |
| Primary text (Meta) | 125 characters or fewer recommended; first line carries the message |
| Headline (Meta) | 40 characters for image ads, 27 for video ads |
| Sizes | Design on the 1080 canvas. Export Meta ads at the recommended 1440 × 1800 (feed, 4:5) and 1440 × 2560 (Stories and Reels, 9:16) by scaling every measurement by 4/3 |
| Vertical safe zone | Meta: 14% top, 35% bottom, 6% sides, one zone for Facebook and Instagram Stories and Reels. Our vertical safe box covers it |
| TikTok ads | 9:16, 9 to 15 s works best (the platform allows much longer), ad text up to 100 characters. Check TikTok's safe-zone template for the caption length used |
| Allowed calls to action | Shop now, Learn more, Book now, Get directions, Send WhatsApp message. In our own copy: "Visit a showroom", "Find your mattress", "Book a visit" |
| Never | Countdown timers, "last chance", flashing or burst graphics, red price flashes, fake scarcity ("only 3 left" unless true and live), before-and-after health claims |
**Offer rules**
- One offer per ad, stated plainly: what, on which range, until when.
- Real end date in the terms line. No countdowns and no extensions presented as "back by demand".
- The price shows the saving: the old price struck through in Slate Green, the new price in Bold Forest Ink (`AED 3,200` `AED 2,560`); no "up to" headlines, no percentage bursts, no stacked discount badges.
- Hypnos mattresses are never shown in discount offers.
- Terms at 28 px Slate Green on the image, full terms on the landing page.
## Email
| Part | Spec |
| --- | --- |
| Width | 600 px content column, centred; images supplied 1200 px wide |
| Grounds | Linen page behind the column. Content blocks alternate White and Sand, like the website bands. Pale Sage for a showroom or review block |
| Type | Satoshi loaded as a web font (`https://api.fontshare.com/v2/css?f[]=satoshi@400,500,700&display=swap`), falling back to Arial. Headline Regular 32 px (28 px on phones), line height 1.15, Forest Ink. Body Regular 16 px, line height 1.6, Slate Green. Small print 14 px |
| Buttons | Bulletproof HTML buttons (they work with images off, and include the Outlook version): Sage `#537156`, White Satoshi Medium 16 px, sentence case, 48 px tall, 28 px side padding, pill corners (24 px radius) |
| Header | White block, Forest Ink wordmark as a PNG at twice the size, shown 140 px wide, alt text "Huxberry", links to huxberry.com. Keeping it on White keeps it visible in dark mode |
| Footer | White with a Hairline top rule: showroom names, phone, WhatsApp link, 14 px Slate Green, unsubscribe link |
| Calls to action | One primary button per email. Others are Deep Green text links |
| Images | Graded, 16 px corners where the email client allows, alt text on every image, never a whole email as one image |
| Subject and preheader | Subject in sentence case, under 50 characters, no emoji or one calm one, no capitals. Preheader 40 to 90 characters that adds to the subject |
## Messaging and email signature
**WhatsApp and direct messages**
- Plain, friendly, short. Greet by name, answer the question, offer one next step.
- Sign off with your first name ("Maya, Huxberry"), not just the brand.
- Link to the exact product page or showroom map, never the homepage.
- No stickers, no emoji walls, no voice notes to someone who has not sent one first.
- Broadcasts only to customers who opted in, one message, one link, never more than twice a month.
- Business profile: H mark photo, the bio line from Instagram, showroom addresses and opening hours kept current.
**Email signature** (Arial, because signatures do not load web fonts)
```
Name Surname
Role · Huxberry
+971 4 295 8802 · huxberry.com
```
Arial 14 px. Name in Forest Ink Bold, the rest in Slate Green. No logo image, no banners, no quotes, no social icons.
## Pre-publish checklist
- [ ] One of the nine layouts (or the Stories and video rules), exactly as specified
- [ ] 1080 × 1350 feed, 1080 × 1920 vertical, text inside the 80 px margin or the vertical safe box
- [ ] Satoshi only (IBM Plex Sans Arabic for Arabic); headlines Regular, never bold; sentence case
- [ ] Nothing under 26 px on a 1080 canvas; 20 words or fewer on the image
- [ ] Colours from the palette only: Sage labels, Honey stars only, White text on green; no retired colours
- [ ] 32 px corners on panels, pills for labels, square full-bleed photos, no shadows except review cards
- [ ] The real logo file, where the rules allow it, or none
- [ ] Photo graded to 06 (bright, clean, very slightly warm); no flash, stock smiles, cold blues or brown casts
- [ ] Captions burned in on every video; first 2 seconds show the product or material
- [ ] Audio from a commercial library or licensed in writing
- [ ] Every claim names its certificate for that component; warranty 15 years Huxberry, 10 years Hypnos
- [ ] Reviews real, word for word, with name or initials, source and date
- [ ] One message, one call to action, no countdowns, no em dashes, no exclamation marks, 5 hashtags at most
- [ ] Prices and product names checked against the live product page today
- [ ] Alt text written (Instagram, Facebook, LinkedIn, email)
---
# 10 · Website: huxberry.com
How the 2026 rules apply to huxberry.com. The theme files that do this live in [`shopify/`](../shopify/).
## The system on every page
| Rule | Value |
| --- | --- |
| Typeface | Satoshi throughout. Headlines Regular, never bold |
| Column | 1320 px, 40 px gutters (20 px on phones) |
| Section spacing | 80 px (56 px on phones) |
| Bands | Full width, alternating White and Sand |
| Corners | 16 px panels, cards and photos; 12 px inputs and tiles; pill buttons |
| Buttons | Sage pills, sentence case, Deep Green on hover |
| Text sizes | Identical on every page (see [04 · Typography](04-typography.md)) |
| Text on green | White |
## Homepage, section by section
| # | Section | Ground | Rules |
| --- | --- | --- | --- |
| 0 | Announcement bar | Pale Sage | Forest Ink Medium 14 px, one message at a time, pause control |
| 1 | Header | White, no rule | Forest Ink wordmark, Medium 15 px menu that never wraps, line icons |
| 2 | Hero | Sand band | Desktop: photo with a short shade behind the text only. Phones and iPad portrait: clean photo, then a Deep Green panel with White headline, White pill and White outline pill |
| 3 | Trust strip | White | Deep Green line icons, 14 px labels, same as the product page |
| 4 | The lineup | Sand | Sage eyebrow, 28 to 40 px heading, White product cards, one Deep Green tag, "Find your feel" guide above the grid |
| 5 | Breathable comfort | White | Heading, 17 px intro, Medium 17 px points, lived-in photo with 16 px corners |
| 6 | Reviews | Sand | Pale Sage summary, White review cards with the soft shadow, Honey stars, source and date checked |
| 7 | Categories | White | Photo tiles with 16 px corners, sentence-case labels |
| 8 | Showroom invitation | Pale Sage panel | Sage eyebrow, Forest Ink heading, Sage pill button |
| 9 | Journal | Sand or White | Content cards |
| 10 | Newsletter | Alternating band | Pill email field with Control border, Sage pill button |
| 11 | Footer | White, Hairline top rule | Wordmark, 14 px links, tap-to-open groups on phones |
## Product pages
| # | Section | Ground | Rules |
| --- | --- | --- | --- |
| 1 | Overview | White | Gallery on Sand with 16 px corners and 12 px thumbnails; product name 40 px Regular; Bold price; Honey stars |
| 2 | Buy box | Sand panel | Size selector and option tiles with Control borders and 12 px corners; Sage selected state; Sage "Add to cart" pill |
| 3 | On phones | | Name, price, size, feel and Add to cart come before the service icons |
| 4 | Services | White | The same trust strip as the homepage |
| 5 | Choose your firmness | Sand | Pill toggle, Sage selected option, video with 16 px corners |
| 6 | Material stories | White | 40 px headings, Slate Green body, 16 px photos |
| 7 | Compare the collection | Sand | White cards with Hairline border; the current model outlined in Sage |
| 8 | FAQ and reviews | Alternating | Hairline rules between questions |
After Add to cart the visitor stays on the page and a cart panel slides in.
## Collection, search and content pages
- Collection and search: the same 1320 px column and product cards; "13 products" count beside Sort; filters in a panel with "Clear all" only when a filter is on.
- Locations, Warranty, FAQ, Contact, About and 404 share one **page header** section: a Sand band with the page title, then White and Sand bands.
- The 404 page offers search and three ways back.
## Content rules for the site
- Product names in full in page titles.
- One H1 per page.
- Only the certifications that apply to that category, worded for the part they cover.
- Warranty: 15 years on Huxberry mattresses, 10 years on Hypnos.
- No em dashes anywhere, including product descriptions and meta text.
- Payment badges (tabby, tamara) keep their own brand colours. That is correct.
---
# 11 · AI imagery and prompts
AI images and video help us show real Huxberry products in bright, calm rooms quickly. They never replace the truth about a product. This chapter is written for marketers and for image models: copy the blocks as they are, fill the slots in [SQUARE BRACKETS], and check every result against the product before it goes anywhere.
## When to use AI, and when never to
| Use AI for | Never use AI for |
| --- | --- |
| Rooms and settings around a real product, made from a reference image of that product | The Huxberry logo or wordmark. Always place the real logo file in layout |
| Editorial and journal images: materials still lifes, calm bedrooms, hands and details | Certification marks, certificate numbers, awards, star ratings |
| Category tiles, collection banners, social backgrounds, seasonal scenes | Text of any kind: headlines, prices, offers, captions, greetings. Add them as live type |
| Short motion from an approved still: light moving, fibres settling, a slow camera glide | Construction: layers, springs, cut-aways, comparisons between models. These come from photography or 3D |
| Illustrating a benefit as a clear metaphor (breathable wool, a soft touch) | Proof of performance: cooling, pressure, motion or durability demonstrations |
| | Customers, reviews, testimonials, experts, staff or founders |
| | Our showrooms, our workshop, our kitchen and closet projects. Use real photos |
| | Unboxing, expansion or anything that shows how the real product behaves |
- An AI image of wool, latex or cotton shows a mood, not the material the customer receives. Never caption it as if it were.
- An AI craftsperson is not our workshop. Do not label it as Huxberry's makers.
## Which tool for which job
Try the tools in this order and stop at the first result that is good enough.
| Order | Tool | Use it for | Notes |
| --- | --- | --- | --- |
| 1 | GPT Image (ChatGPT or Codex, on the company subscription) | Most stills: product lifestyle, tiles, social, editorial | No per-image cost. First choice every time |
| 2 | Nano Banana Pro (Gemini) | Wide 16:9 and 21:9 layouts, fine product detail, a 2K re-render of the picked image | Use when GPT Image misses the layout twice (for example keeping one half clear for text) |
| 3 | Higgsfield Marketing Studio Image | Last resort for stills | Draft at 1K, medium quality. Ask before rendering at high quality |
| Never | Nano Banana 2 | Not for product shots | In testing it changed a bed's base |
| Video | Kling 3.0 image-to-video | Animating one approved still | 720p by default, 1080p at most, never 4K |
| Video | Seedance 2.0 reference-to-video | Scenes guided by several approved references | Same limits as Kling |
- **Draft at 1K.** Go bigger only for the image that is picked, and only as large as it will display.
- 1K is enough for product pages, tiles and cards (the website never shows them wider than 1400 px). 2K only for full-width heroes and wide banners.
## Sizes by placement
| Placement | Ratio | Final size (px) | Composition note |
| --- | --- | --- | --- |
| Homepage or page hero, desktop | 16:9 | about 2730 × 1536 | One side calm (wall, window light) for the headline |
| Hero, phone | 1:1 | 1200 × 1200 | Generate its own centred square. Do not crop the desktop image |
| Hero, tablet | 4:3 | 1440 × 1080 | Photo only; text sits on a panel below |
| Collection banner | 21:9 | about 1916 × 821 | Product in the centre third: phones show a 4:3 centre crop |
| Category tile | 1:1 | 1024 × 1024 | Product whole, name sits below the photo |
| Product page lifestyle photo | 1:1 | 1200 × 1200 | Product fills about 70% of the width |
| Instagram and Facebook feed | 4:5 | 1080 × 1350 | 80 px margin all round (see chapter 09) |
| Square feed | 1:1 | 1080 × 1080 | 80 px margin |
| Stories, Reels, TikTok, Shorts | 9:16 | 1080 × 1920 | Keep 270 px top, 670 px bottom, 80 px left and 140 px right clear (see chapter 09) |
| Link ads | 1.91:1 | 1200 × 628 | 40 px safe area |
| Pinterest | 2:3 | 1000 × 1500 | 80 px margin |
| Email image | any | 1200 wide | Shown in a 600 px column |
| Website video loop | 4:3 or 16:9 | 720p, 1080p at most | 6 to 10 seconds, silent, seamless loop |
## Master style block
Paste this at the end of every still-image prompt.
```text
STYLE: Must look like a real photograph by a professional interior photographer, full-frame camera, 35mm lens, natural daylight. Never a 3D render or CGI. Bright, calm garden room: white limewash walls, a large window onto a lush green garden, leafy plants (olive tree, fig, kentia palm, monstera), pale oak floor and furniture, crisp white organic cotton bedding, sage-green linen accents, undyed wool. Clear fresh morning daylight from the side window; soft, lifted shadows; gentle contrast; true colour. Whites are clean and very slightly warm, never blue, never orange. Greens are fresh but soft, close to sage (#537156) and fern (#A7C09B). Real fabric texture and creases, soft contact shadows, real wood grain, fine film grain. Uncluttered, generous calm space. Fresh, green, organic, bright, inviting and premium: whites and greens dominate, not brown or beige. No people unless asked. No added text, no logos, no watermark.
```
## Avoid block
Add this as a closing line, or as the negative prompt where the tool has one.
```text
AVOID: 3D render look, CGI, plastic sheen, HDR, heavy clarity, oversaturation, cold or blue white balance, orange or amber cast, brown or beige rooms, flash, hard studio light, black crushed shadows, chrome, glossy plastic, neon, busy patterns, fake plants, tropical over-styling, clutter, posed stock smiles, people looking at the camera, text, letters, numbers, logos, badges, certification marks, watermarks, extra or missing product parts, changed stitching, warped or misspelled labels, cropped product.
```
## Prompt templates
Put the reference image first, then the template, then the style and avoid blocks. Describe the product's visible details in the prompt so the model knows what to protect.
**1. Mattress lifestyle (product page, square)**
```text
Square product lifestyle photo. The [MATTRESS NAME] mattress ([VISIBLE DETAILS, e.g. tufted cream top, quilted cream border, thin olive piping, HUXBERRY side label]) from the reference, on a low pale-oak platform bed, partly made: two white pillows at the head and a crisp white duvet folded back to the foot so the mattress top and the full side border with its label stay clearly visible, one folded sage linen throw. Three-quarter view at mattress height; the whole mattress complete, centred, filling about 70 percent of the width. Reproduce the mattress in the reference exactly: shape, height, border, stitching, tufting and label. Copy the side label wording letter for letter from the reference; it must be sharp and correctly spelled. The reference may be an older computer render; copy the product design exactly but never make it look like a render.
```
**2. Bed or sofa lifestyle (product page, square)**
```text
Square product lifestyle photo of the [PRODUCT NAME] from the reference, in a calm, bright garden [bedroom / living room]. [For beds: made with crisp white organic cotton sheets, white pillows and a softly rumpled white duvet, a folded sage linen throw at the foot.] [For sofas: on a soft sage wool rug with a low pale oak coffee table and two linen cushions.] Three-quarter view; the whole piece complete and uncropped (headboard, frame, arms, legs or base), centred, filling about 70 to 75 percent of the width. Reproduce the product in the reference exactly: same shape, proportions, colour, fabric, stitching, buttons and legs; do not add or remove parts. Show it in its normal state: [e.g. storage bed closed / adjustable bed with head and foot raised].
```
**3. Wide hero with space for a headline (16:9)**
```text
Image 1 is the [PRODUCT]. Wide 16:9 website hero. CAMERA AND FRAMING (most important): a wide room shot with the camera well back. The whole product is visible with margin on every side. It is small in the frame, about [38] percent of the image width, and sits entirely in the [RIGHT / LEFT] HALF. The other half is calm white wall, window light and pale floor with no furniture, for headline text. [Bed made with crisp white cotton, duvet folded back to show the mattress border, white pillows, a sage linen throw.] Three-quarter view. Reproduce the product in the reference exactly: same shape, proportions, colour, fabric and details.
```
**4. Edit an approved image (fix only what is named)**
```text
Image 1 is the approved photograph. EDIT image 1, do not recreate it: keep exactly the same room, camera angle, framing, crop, lighting, plants, bedding and the position of every product. Make only these changes: 1. [CHANGE]. 2. [CHANGE, e.g. the left mattress (27 cm) is clearly lower than the right mattress (35 cm)]. 3. [Side labels read exactly: HUXBERRY / MODEL NAME]. Everything else stays identical to image 1. It must remain a real photograph, never a render.
```
**5. Materials still life (editorial, illustrative)**
```text
Calm still life on a pale oak table by a bright garden window: [MATERIALS, e.g. a soft cloud of raw undyed wool, folded undyed organic cotton, a cream block of natural latex with its pinhole texture, a sprig of olive]. Editorial, airy, generous white space around the objects. [Macro version: close crop on the fibres and weave, shallow depth of field, detail stays readable.]
```
**6. Quiet people moment (journal, social)**
```text
[SCENE, e.g. a sleeper resting under light white linen on a hot day, sheer curtains moving slightly, a glass of water on a pale oak bedside table]. Natural and candid, not posed; faces relaxed, turned away or out of frame; nobody looks at the camera. [Hands-only version: only the hands and forearms, no faces.] Calm, restful, trustworthy.
```
**7. Social or seasonal background with text space**
```text
[4:5 / 9:16 / 1:1] background photo for a social post. [SCENE, e.g. a made bed by a garden window at golden hour]. The [TOP / BOTTOM] [40] percent of the frame is calm, softly lit plain wall or linen with no objects, for a headline added later. [Ramadan and evening version: early evening, warm soft lamplight and the last daylight at the window, a simple brass lantern and a small bowl of dates on a pale oak side table, calm and modest styling.] No calligraphy, no religious symbols or text, no crescent graphics: greetings are added as live type by the designer.
```
**8. Video from an approved still (Kling 3.0 or Seedance 2.0)**
```text
[8]-second silent, photorealistic shot, [4:3 / 16:9 / 9:16], 720p. Use the attached image as the exact first frame and keep everything in it: [PRODUCT OR MATERIAL], colours, lighting and composition. ONE continuous shot, one event: [MOTION, e.g. the camera glides slowly forward and slightly right over the fabric at constant height / the wool loft rises gently and settles back twice]. [If the product must not move: the product is completely stationary; only the camera and the light move. No bulging, rippling, sagging or bounce.] Stable exposure. No cuts, no zoom, no orbit, no wobble, no text, no logos, no people, no extra objects. Ends at rest so it can loop.
```
- Video: the still supplies the look; the prompt describes only the motion. Do not re-describe the textures.
- Build the loop, captions and end card in the edit, not in the generator.
## Keeping the product true
1. **Reference first.** Start from a real photo or an approved render of the exact product. No reference, no product image.
2. **Edit, don't recreate.** To fix an approved image, ask for an edit that names the only things to change.
3. **Name what must not change:** shape, height, border, tufting, piping colour, label wording, legs, base.
4. **Real heights.** When several products share a frame, give their real heights so the model keeps the differences.
5. **Whole product.** Never crop off a headboard, legs or the label side. Fold the duvet back so the border shows.
6. **Labels letter by letter.** Compare every side label to the reference. The notch in the H of HUXBERRY is correct. If a label comes out garbled, retouch it from a correct version; never publish a misspelled label.
7. **No invented parts.** Reject any image that adds, removes or changes a part, even if it looks better.
8. **Metaphors stay metaphors.** Effects for cooling, breathability or softness carry no numbers, arrows or diagrams, and the claim wording is checked separately.
9. **Keep the record.** Save the prompt, reference, tool and date with every final, and keep the previous version so it can be restored.
## Before you publish
- [ ] Product matches the reference at 100% zoom: shape, height, stitching, piping, legs, base
- [ ] Every label reads correctly, letter by letter
- [ ] No generated text, logos, badges or marks anywhere in the image
- [ ] Nothing on the "never AI" list, and no AI image presented as a real customer, showroom or workshop
- [ ] Looks like a real photograph, not a render: real textures, soft contact shadows
- [ ] Colour passes the grade test in [06](06-imagery.md): not cold next to Sand, not orange or brown next to White
- [ ] Right ratio and size for the placement; product fully inside the phone crop and safe areas
- [ ] Space for type is where the layout needs it; text added as live type (and legible at 4.5:1 or on the scrim in [03](03-colour.md))
- [ ] Video: no product drift frame to frame, clean loop, 1080p or less, silent version available
- [ ] Alt text written; prompt, reference and tool saved with the file
---
# 12 · Using this guideline with AI agents
This guideline is published for people and for software. Every chapter on brand.huxapps.com has a plain-text twin that an AI tool can read, so ChatGPT, Claude, Gemini, Codex, Cursor, image tools and agency tools apply the 2026 brand without anyone retyping it. This chapter says which address to give which tool, and the rules an agent must keep.
## The addresses to paste
| File | Address | Give it to an agent when |
| --- | --- | --- |
| Index | https://brand.huxapps.com/llms.txt | It can browse and should find the right chapter itself |
| Everything in one file | https://brand.huxapps.com/llms-full.txt | It cannot browse, or you want no gaps. All chapters in order |
| One chapter | https://brand.huxapps.com/guidelines/03-colour.md | The job touches one topic. Every chapter has the same address pattern: number, hyphen, name, `.md` |
| Tokens, JSON | https://brand.huxapps.com/tokens/huxberry-tokens.json | It builds a design system, a Figma library, a theme, a template, a chart or a slide master |
| Tokens, CSS | https://brand.huxapps.com/tokens/huxberry-tokens.css | It writes HTML, CSS, Liquid, email or web components |
| Claude skill | https://brand.huxapps.com/SKILL.md | It is Claude or Codex, or any tool that reads skill files |
| Logo files | https://brand.huxapps.com/logo/ | It lays out anything that carries the logo. It must use these files, never draw one |
| The website | https://brand.huxapps.com | A person, or an agent with a browser |
The full list of chapter addresses, with the current version number, is always in `llms.txt`.
## Which file for which job
| Job | Give the agent |
| --- | --- |
| Write copy: product page, email, social caption, ad, WhatsApp reply | Chapter 01 (voice) and chapter 09 (digital marketing). When in doubt, `llms-full.txt` |
| Design a page, a template, a slide deck, a brochure | The tokens JSON plus chapters 03, 04, 05 and 07. For print, add chapter 08 |
| Write web code, a Shopify section, an email template | The tokens CSS plus chapters 07 and 10 |
| Make or edit a product image or video | Chapter 11 (it contains the prompt blocks) and chapter 06 |
| Prepare a file for the printer | Chapter 08, chapter 03 (CMYK builds) and the logo files |
| Check finished work before it goes out | The checklist at the end of chapters 08, 09 and 11, and the one at the end of this chapter |
| Anything else | `llms-full.txt` |
## Set-up by tool
### ChatGPT
- **Project or custom GPT:** upload `llms-full.txt` and `huxberry-tokens.json` as knowledge files, and paste the system prompt below into the instructions.
- **A single chat:** with browsing on, paste the `llms-full.txt` address and ask it to read the whole file before answering.
### Claude
- **claude.ai project:** add `llms-full.txt`, `huxberry-tokens.json` and `SKILL.md` to the project knowledge, and paste the system prompt below into the project instructions.
- **Claude Code:** install the skill once and Claude applies the brand whenever a task mentions Huxberry. Run the same two lines again after each release to update it.
```bash
mkdir -p ~/.claude/skills/hux-brand-guidelines
curl -fsSL https://brand.huxapps.com/SKILL.md -o ~/.claude/skills/hux-brand-guidelines/SKILL.md
```
- **One repository only:** save the same file as `.claude/skills/hux-brand-guidelines/SKILL.md` inside that repository instead.
### Gemini
- **Gem:** paste the system prompt into the instructions and upload `llms-full.txt` as a file.
- **A single chat:** Gemini can read the addresses directly. Paste `llms.txt` and ask it to read the chapters it needs.
### Codex
- **Skill:** save `SKILL.md` as `~/.codex/skills/hux-brand-guidelines/SKILL.md` (or `.codex/skills/` inside a repository).
- **AGENTS.md:** add this block to the file at the root of the repository.
```markdown
## Huxberry brand
Before making anything customer-facing, read https://brand.huxapps.com/llms.txt and the chapters it points to.
Tokens: https://brand.huxapps.com/tokens/huxberry-tokens.json
Logo: use the files at https://brand.huxapps.com/logo/ as they are. Never draw or type the wordmark.
```
### Cursor, Windsurf and other coding assistants
- **Rules file:** save the system prompt below as `.cursor/rules/huxberry-brand.mdc` (Cursor) or the equivalent rules file for your editor, set to apply always.
- **Docs:** in Cursor, add `https://brand.huxapps.com/llms-full.txt` under Settings, Features, Docs, so the guideline can be referenced with `@Docs`.
### Image and video tools
- The prompts live in chapter 11. Paste the master style block and the avoid block exactly as written.
- Never ask an image model for the logo, text, badges, certificates or star ratings. They are added in layout from the real files.
- Check every result against the chapter 11 checklist before it is used anywhere.
### Agency and design tools
| Tool | What to give it |
| --- | --- |
| Figma | `huxberry-tokens.json` through a tokens plugin, or the values typed from the Colours and Type pages. Satoshi from Fontshare. Logo SVGs from the zip |
| Canva, Adobe Express | A brand kit built from the hex values on the Colours page, the SVG logos from the zip, Satoshi uploaded from Fontshare |
| InDesign, Illustrator, Affinity | Swatches from the CMYK builds in chapter 03 for coated stock, logo SVGs, Satoshi installed from Fontshare, the print rules in chapter 08 |
| Shopify, Klaviyo, Mailchimp | `huxberry-tokens.css` for the values, chapter 07 for components, chapter 09 for email |
| Slides, Docs, Office | The hex values, Satoshi (Arial where it cannot be installed), the PNG logos from the zip |
## System prompt to paste
Paste this into the instructions of any assistant. Shorten it if the tool has a character limit, but keep the numbered rules.
```text
You are working for Huxberry, a natural and organic sleep and furniture brand in Dubai.
Follow the Huxberry brand guidelines at https://brand.huxapps.com
Index: https://brand.huxapps.com/llms.txt
Full text: https://brand.huxapps.com/llms-full.txt
Tokens: https://brand.huxapps.com/tokens/huxberry-tokens.json
Read the relevant chapter before you design or write anything.
Rules that are never broken:
1. Use only the brand colours in the tokens, each for its stated job. Text on green or dark grounds is White.
2. One typeface, Satoshi, with Arial as the fallback. Headlines are Regular 400, never bold. Body copy is 16 px minimum on the web and nothing is smaller than 14 px.
3. Buttons, badges and toggles are pills. Panels, cards and photos have 16 px corners. Flat: the only shadow is a soft one on review cards.
4. Sentence case everywhere. British English. Prices as AED 2,300. Sizes as 160 × 200 cm. No em dashes and no exclamation marks.
5. The logo is always one of the real files from https://brand.huxapps.com/logo/. Never type, draw, recolour, stretch or modify the wordmark.
6. Never invent claims, certificates, numbers, reviews or awards. An organic or safety claim names its certificate and applies only to the product category the certificate covers. Warranty: 15 years on Huxberry mattresses, 10 years on Hypnos mattresses.
7. Before you hand over, check the work against the checklist in the chapter you used and list what you checked.
When the guideline and your own taste disagree, the guideline wins. When the guideline is silent, choose the lighter, calmer, simpler option and say that you did.
```
## Rules for agents
| Rule | Why |
| --- | --- |
| Use the real logo files. Never type, draw, trace or recolour the wordmark, and never delete the square on the H | A redrawn logo is the fastest way to be sent back. The files are free to download and already in every colour we allow |
| Never invent a claim, certificate number, review, rating, award or statistic | Every claim we make can be checked. A made-up one is a legal problem, not a style problem |
| Copy the values from the tokens. Do not approximate a hex code, a size or a radius | "Close enough" greens drift across a hundred documents until nothing matches |
| Stay inside the palette. No tints, gradients or new colours | If a lighter green is needed it is Pale Sage or Mist. If a lighter warm ground is needed it is Sand or Linen |
| No em dashes anywhere, in any language | House style. Use a comma, a colon, a full stop or "to" |
| Keep every text size at or above the minimums in chapter 04 | Small text is the most common complaint about generated layouts |
| Use the sizes and safe areas in chapters 09 and 11 for social, ads and video | A layout that ignores the safe area loses its headline behind the app's own interface |
| Check the work against the chapter checklist and say what was checked | The checklist is the definition of done for print, social and AI imagery |
| State assumptions. When the guideline is silent, say what was chosen and why | Nobody can correct a decision they cannot see |
| Keep the record for AI images: prompt, reference, tool and date | So a good image can be repeated and a wrong one traced |
## Keeping agents current
- The version number is in the tokens JSON and at the top of `llms.txt`. After a release, re-download the files an agent holds as knowledge, and run the skill install lines again.
- If an agent mentions Fraunces, Inter, 4 px corners, Deep Green buttons, Ochre stars or coral, it has read the 2024 guideline or the first 2026 draft. Point it at the addresses above.
- Agents fetch the site directly, so an agent with browsing is always current. Files uploaded as knowledge are only as current as the upload.
## Before you accept an agent's work
- [ ] The logo is an unmodified file from `logo/`, the right version for its ground, with the ® rule from chapter 02 followed
- [ ] Every colour is a token value and every text and ground pair passes the contrast table in chapter 03
- [ ] Satoshi throughout, headlines Regular, nothing under 14 px on the web or under the print minimums in chapter 08
- [ ] Sentence case, British English, prices as AED 2,300, no em dashes, no exclamation marks
- [ ] Every claim names its certificate and the warranty is stated correctly
- [ ] Pill buttons, 16 px corners, White and Sand bands, generous space, one dark band at most
- [ ] Any AI image passes the chapter 11 checklist, and its prompt, reference and tool are saved with the file