Salori

Prepared by Concierge Collective · August 2026

The Salori brand kit

How Salori looks, sounds and posts. Version 1.

01 · Wordmark

The name is the logo.

Cormorant Garamond, letterspaced, final "i" in gold. Same everywhere.

Salori

Primary · cream on espresso · letterspacing .3em

Salori

Reversed · espresso on light · the gold "i" never changes

Do

  • Always uppercase, letterspacing .3em
  • The "i" stays gold in both modes
  • Clear space around it: the height of the S
  • On photos, put it on a dark area
  • Tiny spaces: the gold "i" alone

Do not

  • No stretching, outlines or shadows
  • No gradients, no other colors
  • No vertical stacking
  • No script fonts for the name
  • Not on busy image areas

02 · Color

The palette.

Rust and espresso on cream. Gold in small doses.

Core

Rust#7D4938Links, buttons
Espresso#3F2117Headings, dark surfaces
Cream#FBF5EFDefault background
Gold#C0873CAccent only

Supporting

Rust deep#7B3F2DHover, emphasis
Char#29150FFooters
Ink#292727Body text
Sand#F1E8DFCards, dividers
Bone#F1EFE8Alternate light
Stone#CFC6BDMuted text on dark
Slate#66645ESecondary text on light
Gold soft#E0B678Gold on dark

Mix

70 light, 20 dark, 10 gold. Too loud? Remove gold first.

Light 70
Dark 20
Gold 10

03 · Type

Two typefaces.

Display · Cormorant Garamond

Come for what inspires you. Stay for the people.

Headlines and trip names. Never below 22px.

Body · DM Sans

Groups of 8 to 20, a curator who knows the place, and a mentor whose only job is the people.

Everything else: body, captions, buttons.

Accent · Parisienne

lifelong connections

One or two words, rarely. Never for essential information.

04 · Voice

Warm, assured, unhurried.

Our lines

Curated experiences. Lifelong connections.

Come for what inspires you. Stay for the people.

Life doesn't pause.

The four pillars

Fitness & Wellbeing

Art & Creativity

Culture & History

Food & Fun

Write like this

  • Short sentences. Real names, real places.
  • "You" and "we", never "clients"
  • Specifics, not superlatives
  • One idea, one CTA per caption

Never

  • "Wanderlust", "hidden gems", "bucket list"
  • Exclamation stacks, emoji walls
  • Discount-speak
  • Long dashes

05 · Photos

Real photos only.

From the film library and member phones. Never stock.

Use

What works

People mid-activity. Warm natural light. Food with hands reaching in. Landscapes with a person in them.

Avoid

What does not

Posed shots, heavy filters, watermarks, placeholders. If it could be any travel brand's photo, it is not ours.

Grade: warm, slightly lifted blacks, one preset everywhere.

06 · Templates

Three templates.

Monsoon Soirée Five days. One group. Zero strangers by day two. Salori
Type card · 1080 × 1350Announcements and quotes.
Member story "I came alone. I left with a group chat that will not stay quiet." Member name · Monsoon Soirée
Photo + scrim · 1080 × 1350Testimonials and trip moments.
Reel cover
Why we made a women-only monsoon trip Dina · 40 seconds
Salori
Reel cover · 1080 × 1920Title in the top two-thirds. Subtitles always on.

Grid: photo, type card, photo, testimonial. Never two type cards in a row.

Tokens

--rust: #7D4938;  --rust-deep: #7B3F2D;  --espresso: #3F2117;
--char: #29150F;  --ink: #292727;  --cream: #FBF5EF;
--sand: #F1E8DF;  --bone: #F1EFE8;  --stone: #CFC6BD;
--slate: #66645E;  --gold: #C0873C;  --gold-soft: #E0B678;
--font-display: 'Cormorant Garamond', serif;  --font-body: 'DM Sans', sans-serif;