Warm
We greet by name, remember the coffee order and leave the gate open.
Brand Identity Guidelines
Crocna Retreat
A slow countryside escape in the hills of Romania. This manual holds everything needed to represent the retreat consistently — in print, on screen and on the gate at the end of the lane.
01 — Overview
Overview
Who Crocna Retreat is, what it promises and how it sounds when it speaks.
Brand Story
Crocna Retreat was created as a place where people can slow down, reconnect with nature and enjoy the quiet rhythm of the Romanian countryside. Inspired by Mediterranean simplicity and the warmth of village life, every stay is designed to encourage rest, meaningful moments and genuine hospitality. Rather than offering just accommodation, Crocna Retreat offers space to breathe, unwind and rediscover the beauty of simple living.
Brand Personality
Unhurried
Nothing in the experience rushes the guest — not the check-in, not the copy.
Grounded
Real stone, real wood, real people. No staged perfection.
Quietly refined
Elegant in detail, never showy. Luxury is the calm, not the marble.
Core Values
Slow Living
We design every touchpoint to remove urgency — from booking confirmations to breakfast timings.
Natural Materials
Lime, linen, clay, oak and stone. Materials that age visibly and honestly.
Local Craft
Ceramics, textiles and furniture made within a day's drive of the retreat.
Warm Hospitality
Anticipating needs quietly, never hovering. Hosting as an act of generosity.
Simplicity
Fewer, better things. If it doesn't add calm, it doesn't belong in the room.
Timelessness
We build an identity meant to look right in 2036, not just this season.
Tone of Voice
We write the way a good host speaks: plainly, warmly and without performance. Short sentences. Concrete nouns. Never salesy.
Invite: “The kitchen is yours after eight.”
Command: “Guests must vacate by eight.”
Be specific: “Figs from the tree by the well.”
Be vague: “Locally sourced seasonal produce.”
Stay calm: “Take the morning slowly.”
Shout: “Book now — don't miss out!”
Sound human: “We'll leave the light on.”
Sound corporate: “Your stay experience awaits.”
Brand Keywords
- peaceful
- slow living
- authentic
- sun-warmed
- linen
- olive
- terracotta
- handcrafted
- countryside
- unhurried
- hospitable
- timeless
02 — Logo System
Logo System
A quiet wordmark, an olive-and-hill icon, and the lockups that carry them. Placeholder marks shown here as SVG.
CrocnaRetreat
Primary Logo
Default lockup for all applications
CrocnaCountryside Retreat · RO
Secondary Logo
Typographic variant for stamps and print
Icon
Avatars, favicons, embroidery, wax seals
CrocnaRetreat
Vertical Lockup
Covers, packaging and signage
CrocnaRetreat
Horizontal Lockup
Website headers, email signatures, letterheads
Minimum Size
CrocnaRetreat
120 px / 32 mm
16 px minimum
Never reproduce the primary lockup below 32 mm in print or 120 px on screen. The icon holds down to 16 px.
Safe Area
CrocnaRetreat
Keep clear space equal to the height of the letter C on all sides. Nothing enters that margin — no text, no image edge.
Placement
Prefer the horizontal lockup in headers and signage; the vertical lockup for print covers, stamps and packaging.
Incorrect Usage
Six things that quietly undo the identity. When in doubt, use the untouched SVG.
- CrocnaRetreat
Do not stretch or condense
- CrocnaRetreat
Do not rotate the lockup
- CrocnaRetreat
Do not recolour outside the palette
- CrocnaRetreat
Do not add shadows or outlines
- CrocnaRetreat
Do not place on busy imagery
- Crocna
Do not alter the typeface
03 — Color System
Color System
A palette drawn from lime-washed walls, olive leaves and fired clay. Warm White carries the design; Terracotta is the only loud voice in the room.
- Warm White · 55%
- Sand · 18%
- Terracotta · 6%
- Olive Green · 5%
- Sage · 4%
- Stone Grey · 4%
- Charcoal · 8%
55% of surface
Warm White
- HEX
- #F7F4EE
- RGB
- 247, 244, 238
The default canvas. Page backgrounds, wide margins and airy print stock.
- Background
- Print stock
18% of surface
Sand
- HEX
- #E9DDCF
- RGB
- 233, 221, 207
Secondary surfaces: cards, dividers, form fields and quiet section bands.
- Surface
- Divider
6% of surface
Terracotta
- HEX
- #C97C5D
- RGB
- 201, 124, 93
The single accent. Primary buttons, links, underlines and small graphic marks.
- Accent
- Buttons
5% of surface
Olive Green
- HEX
- #6F7C5B
- RGB
- 111, 124, 91
Supporting accent for badges, icons, seasonal campaigns and signage.
- Secondary accent
- Icons
4% of surface
Sage
- HEX
- #A8B29A
- RGB
- 168, 178, 154
Soft tints, illustration fills and hover states on olive elements.
- Tint
- Illustration
4% of surface
Stone Grey
- HEX
- #8E8B83
- RGB
- 142, 139, 131
Captions, metadata, placeholder text and thin rules.
- Secondary text
- Rules
8% of surface
Charcoal
- HEX
- #3F3C39
- RGB
- 63, 60, 57
All primary body copy and headlines. Never pure black.
- Text
- Headlines
Buttons & Accents
Terracotta fills the single primary action per screen. Olive is reserved for quieter, secondary invitations.
04 — Typography
Typography
Cormorant Garamond for voice, Manrope for clarity, DM Sans where interfaces get small. All three are Google Fonts, licensed for web and print.
Aa
Cormorant Garamond
Headings
Aa
Manrope
Body
Aa
DM Sans
Alternative
Heading Hierarchy
Display
Cormorant Garamond Light · 72/76 · -2%
Slow mornings
H1
Cormorant Garamond Light · 56/62 · -1%
A house on the hill
H2
Cormorant Garamond Regular · 40/48 · 0%
The courtyard at noon
H3
Cormorant Garamond Medium · 28/36 · 0%
Bread, figs, cold water
Overline
Manrope SemiBold · 12/16 · +14%
Rooms & Rates
Body
Manrope Regular · 16/28 · 0%
Breakfast is laid out under the walnut tree from eight. Take it whenever you wake — the coffee stays warm, and no one is counting the hours here.
Caption
Manrope Regular · 12/18 · +6% · Stone Grey
The west terrace, photographed in August by Ana Munteanu.
Buttons
Manrope SemiBold · 14 · +4%
Quote
Cormorant Garamond Light Italic · 32/44
“We came for two nights and rewrote the rest of the week around this porch.”
Font Weights
- Slow livingManrope 300
- Slow livingManrope 400
- Slow livingManrope 500
- Slow livingManrope 600
- Slow livingManrope 700
Letter Spacing
Crocna Retreat
Tight -2%
Crocna Retreat
Normal 0%
Crocna Retreat
Wide +8%
Crocna Retreat
Overline +14%
Recommended Combinations
Editorial
Cormorant Garamond Light headlines over Manrope 400 body. The default for the website, brochures and guest letters.
Signage & UI
DM Sans Medium for wayfinding, booking interfaces and anything set below 14px, where Cormorant loses legibility.
Quiet Utility
Manrope 600 uppercase overlines paired with Stone Grey captions for menus, tags and price lists.
05 — Download Centre
Download Centre
Everything needed to produce on-brand work. Files are placeholders in this edition of the manual.
Logo Package
.zip · 4.2 MB
Primary, secondary, icon, horizontal and vertical lockups in SVG, EPS and PNG.
DownloadBrand Manual
.pdf · 12 MB
The full 48-page manual including editorial photography direction and print specs.
DownloadColour Palette ASE
.ase · 8 KB
Adobe swatch exchange file for Illustrator, InDesign and Photoshop.
DownloadColour Palette SVG
.svg · 24 KB
Vector swatch sheet with HEX and RGB annotations for quick reference.
DownloadSocial Media Assets
.zip · 18 MB
Story frames, post templates, profile marks and caption tone guidance.
DownloadFavicon Pack
.zip · 120 KB
16–512 px icons, Apple touch icon, maskable PNG and web manifest.
Download