Amare Tutto Brand Book
Amare Tutto
One Maker, Four Voices — Complete Brand Guidelines
House Brand Overview
Amare Tutto ("love it all") operates as one maker with a unified Shopify backend supporting four independent labels, each with distinct visual and verbal identities. This brand book ensures consistency across the collective while celebrating each brand's unique personality.
House Commitment
Lead with the maker story (Australian-made, handmade + made-to-order) over discount language.
Amare Tutto is built on authenticity, craftsmanship, and the belief that good design should tell a story. Every communication should reflect this values-first approach.
House Palette & Typography
These core elements unify all four sub-brands and should appear consistently across shared touchpoints: logo, footer, and checkout experience.
House Color Palette
Typography System
Headlines — Bricolage Grotesque (Warm, Slightly Quirky Grotesque)
Usage: Page titles, main headings, hero text, brand-defining statements. Warm and approachable with personality.
Weight: Bold (700) for impact; Regular (400) for subtitles.
Body Text — Inter
Usage: Product descriptions, body copy, supporting text, interface elements.
Weight: Regular (400) for body; Medium (500) for emphasis; Bold (700) for labels.
Accents — Caveat (Handwritten Script)
Usage: Sparingly in email signatures, special campaign titles, limited collection announces, or design accents (max 1-2 uses per page).
Weight: Regular only; sparingly applied.
Typography Quick Reference
- Page Titles: Bricolage Grotesque, 2.2–3em, Bold, Amare Ink
- Section Headings: Bricolage Grotesque, 1.6–1.8em, Bold, Amare Ink
- Subheadings: Inter, 1.2em, Bold, Amare Ink
- Body Copy: Inter, 1em–1.1em, Regular, Amare Ink
- Labels/Buttons: Inter, 0.85–1em, Medium–Bold, all-caps optional
- Accents: Caveat, 1.5–2em, used sparingly
FATTO: Handcrafted Jewellery
Tagline: "Jewellery Made by Hand, Designed for Hearts"
Brand Identity
Voice: Chatty, maker-visible, sensory language emphasizing materials and craftsmanship. Warm and personal. Exclamation marks and emoji welcome.
Tone Examples:
Do
"Each piece is hand-formed in our Sydney studio. You'll see the maker's fingerprints—literally. That's the beauty of handmade."
Don't
"Premium jewellery at unbeatable prices. Limited stock available!"
Color Palette
Photography & Imagery
Photography Style Guide
- Macro texture shots showing materials, texture, and craftsmanship
- Natural light (preferably golden hour)
- Hands-on styling—show the maker's hands, the process, real-life wear
- Lifestyle shots of pieces being worn in everyday moments
- Close-up detail shots highlighting unique elements and quality
- Avoid flat, sterile product shots; prioritize atmosphere and emotion
Content Guidelines
- Lead with materials: "Recycled silver," "Sustainably sourced stones"
- Tell the story: "Inspired by the coastlines of..." or "Made during our summer collection..."
- Use sensory language: "Smooth to the touch," "Catches the light beautifully"
- Maker visibility: Share who made it, when, and why
- Emphasize made-to-order: "Available in your choice of..."
ARTE TUTTO: Wall Art & Home Décor
Tagline: "Art Made to Last, Designed for Your Space"
Brand Identity
Voice: Measured, evocative, contemplative. NO exclamation marks. Sophisticated, gallery-like tone. Focuses on the made-to-order sustainability story and the intentionality behind each piece.
Tone Examples:
Do
"Painted by hand in limited quantities. Each artwork arrives as a unique expression of colour and form, ready to anchor your space."
Don't
"Transform your walls with stunning art! Shop now and save 20%!"
Color Palette
Photography & Imagery
Photography Style Guide
- Gallery-quality product photography with clean, minimal backgrounds
- In-room lifestyle shots showing artwork in real interior spaces
- Emphasis on colour, composition, and spatial presence
- Mood lighting and neutral interior tones to let artwork be the hero
- Detail shots of materials, framing, and finishing
- Artist/maker profile photography (optional but encouraged)
Content Guidelines
- Avoid exclamation marks and casual language
- Emphasize craftsmanship and materials: "Hand-painted on archival paper," "Gold-leaf detailing"
- Use evocative descriptions: "A meditation on..." or "Inspired by the geometry of..."
- Tell the artist's story when applicable
- Highlight sustainability: "Made-to-order to reduce waste"
- Speak to the space: "Creates an anchor point in any room" or "Brings warmth to minimalist spaces"
ADESIVA: Stickers & Stationery
Tagline: "Express Yourself. Stick With Us."
Brand Identity
Voice: Punchy, meme-literate, community-focused, playful. Emoji welcome. Personality-driven. Organized by mood and aesthetic (Cottagecore, Kawaii, Edgy, Motivational, etc.). Feel free to lean into trends and Gen Z sensibility.
Tone Examples:
Do
"if you're weird girl summer coded, this sticker pack is for you 🌙✨ (we get it, we are too)"
Don't
"Premium stickers perfect for any occasion."
Color Palette
Icon & Symbol Guide
Mood-Based Collections
Adesiva is organized by vibe. Ensure graphics and descriptions match the mood:
| Mood | Color Palette | Tone | Example |
|---|---|---|---|
| Cottagecore | Sage, Cream, Rose, Gold | Romantic, dreamy, nature-inspired | "little cabin in the woods energy" |
| Kawaii | Lilac, Mint, Pink, Sunshine | Cute, playful, adorable | "so smol, so precious 🥺✨" |
| Edgy | Black, Lilac, Hot Pink | Bold, cool, alternative | "for the ones who don't fit the mold" |
| Motivational | Gold, Mint, Lilac, White | Empowering, positive, supportive | "you're doing better than you think 💫" |
| Seasonal | Context-dependent | Timely, festive, celebratory | "autumn witch era has begun 🍂" |
Content Guidelines
- Use emoji liberally and authentically
- Reference internet culture and meme formats (responsibly)
- Create aspirational moods and vibes, not product features
- Use lowercase or playful capitalization (adesiva stickers, not ADESIVA STICKERS)
- Celebrate community and individuality
- Tags and hashtags are encouraged in social captions
- Highlight limited drops and exclusive collections
PAPIL: Graphic Clothing
Tagline: "Wear Your Story"
Brand Identity
Voice: Confident, atmospheric, moody. Uses capsule and drop framing to create exclusivity and collectibility. Focuses on the visual story and aesthetic over product specs. On-model priority—show how pieces make people feel.
Tone Examples:
Do
"autumn drop: limited to 50 pieces. dark backdrops, bold graphics, made for the ones who move through the world with intention."
Don't
"High-quality cotton tees. Available in sizes XS–XL. Free shipping on orders over $50!"
Color Palette
Photography & Imagery
Photography Style Guide
- Dark, moody lookbook backdrops (shadows, texture, atmosphere)
- On-model is priority—show pieces being worn and styled
- Lifestyle and editorial approach over flat product shots
- Natural poses and authentic moments
- Close-up details of prints, seams, and quality
- Seasonal lookbooks using cohesive color palettes and moods
Content Guidelines
- Emphasize the visual story, not the product specs
- Use "capsule" and "drop" language for collections
- Highlight limited quantities and exclusivity
- Speak to the wearer's identity and aesthetic
- Avoid product-focused language; focus on mood and intention
- Use lookbook narratives to sell collections
- Include sizing and care info in secondary text only
UI Elements & Design System
Button Styles
Spacing Guidelines
Consistent spacing maintains visual harmony across all brands.
Border Radius & Shadows
- Border Radius: 4px (small), 6px (medium), 8px (large). Soft but defined edges maintain approachability.
- Shadows: Subtle (0 2px 8px rgba(52, 34, 47, 0.08)) for depth without heaviness.
- Hover States: Slight scale increase (1.02–1.05) and shadow lift on interactive elements.
Footer & Shared Touchpoints
Footer Styling (Consistent Across All Brands)
The footer maintains house branding to unify the collective:
- Background: Amare Ink (#34222F)
- Text: Parchment (#F5EEE1)
- Links: Amore Rose (#C06A80) with underline on hover
- Logo: Amare Tutto wordmark in Parchment
- Includes: Shipping info, returns, about, contact, social icons (linked to brand social media)
Quick Reference Guide
Brand Voice Matrix
| Brand | Primary Voice | Emoji & Punctuation | Key Messaging |
|---|---|---|---|
| FATTO | Chatty, sensory, maker-visible | ✓ Exclamation marks, emoji welcome | Craftsmanship, materials, hands-on making |
| ARTE TUTTO | Measured, evocative, contemplative | ✗ No exclamation marks, minimal emoji | Sustainability, artistry, intentionality |
| ADESIVA | Punchy, playful, community-focused | ✓ Emoji essential, playful punctuation | Self-expression, vibes, trends, community |
| PAPIL | Confident, atmospheric, editorial | ✓ Selective emoji, sophisticated tone | Aesthetic, drops, mood, identity |
Color Quick Ref by Brand
| Brand | Primary Accent | Secondary Accents | Neutral/Background |
|---|---|---|---|
| FATTO | Bubblegum Coral #FF6B8A | Sherbet Sky, Grape Fizz | Buttercream, Resin Cream |
| ARTE TUTTO | Indigo Night #1E3A5F | Desert Clay, Sage Leaf | Gallery Plaster |
| ADESIVA | Holographic Lilac #D4A5FF | Bubblegum Pop, Mint Fizz, Sunshine | Sticker-sheet White |
| PAPIL | Ember Orange #E07A47 | Plum Static | Bone, Ink Black |
When to Use Each Brand
- FATTO: Rings, earrings, necklaces, bracelets, hand-formed jewellery
- ARTE TUTTO: Paintings, prints, wall art, framed pieces, home décor
- ADESIVA: Stickers, sticker packs, vinyl, stationery, mood-based merchandise
- PAPIL: T-shirts, hoodies, apparel, graphic clothing, seasonal drops
Final Guidelines
🎯 Remember the Core Mission
Lead with the maker story over discount language. Each brand is an extension of Amare Tutto's commitment to Australian-made, handmade, and made-to-order production. Every communication—from product descriptions to social media—should reflect the values of craftsmanship, sustainability, and community.
Do's & Don'ts Across All Brands
Do This
- Use brand-specific color palettes consistently
- Tell the maker/artist story
- Highlight sustainability and made-to-order process
- Use typography hierarchy correctly (Bricolage for headlines, Inter for body)
- Match voice to the brand identity
- Show lifestyle and emotion, not just products
Don't Do This
- Mix color palettes between brands
- Use discount-heavy language across the board
- Apply ARTE TUTTO's measured tone to Adesiva (or vice versa)
- Use non-brand fonts for headers or body text
- Show products without context or lifestyle
- Break spacing or alignment guidelines for aesthetic reasons
File Naming Convention
For asset management, use this naming convention:
Examples:
fatto-hero-summer-collection-1920w.jpg
adesiva-social-cottagecore-mood-1080x1080.png
arte-tutto-product-indigo-print-2400x2400.jpg
papil-lookbook-autumn-drop-3000x2000.jpg
Questions? Keep This in Mind
- Is the tone right for this brand? Read through the voice guidelines.
- Are the colors brand-accurate? Cross-reference the color palettes above.
- Does this feel like Amare Tutto? Is the maker story front and center?
- Is the typography hierarchy correct? Bricolage for big statements, Inter for everything else.
- Am I showing, not telling? Use lifestyle imagery, not just product specs.