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.

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Sunlit stone courtyard with an old olive tree, linen curtains and terracotta pots — Placeholder — Mediterranean courtyard, midday light

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.

Restored rustic stone house with clay tile roof in a wildflower meadow — Placeholder — the original house, late summer

Brand Personality

Warm

We greet by name, remember the coffee order and leave the gate open.

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
sage
terracotta
handcrafted
countryside
unhurried
hospitable
timeless

02 — Logo System

Logo System

The final approved Crocna Retreat identity: two official logo variations and three standalone brand marks. Always place the supplied SVG artwork — never rebuild it from type.

Primary Logo

Preferred version for most brand applications

Secondary Logo

Alternative approved colour expression

Primary Logo

The main approved Crocna Retreat lockup. Use it as the default across the website, signage, stationery, print collateral and partnerships. If there is no reason to choose otherwise, this is the version to place.

Secondary Logo

The alternative approved colour expression. Use it when a warmer or more expressive brand application is appropriate — seasonal campaigns, packaging, social artwork and hospitality touches.

Icon System

Three approved standalone brand marks for applications where the complete logo is not required: social media profile images, favicons, small digital applications, signage details, stationery and decorative brand applications.

Icon 01 — Sage Outline

The quietest of the three. Best on cream and sand surfaces, stationery details and embossing.

Icon 02 — Duotone

Sage ring with a terracotta leaf. The default profile mark for social media and favicons.

Icon 03 — Terracotta

Single-colour terracotta. Strongest at small sizes, signage details and decorative applications.

Minimum Size

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

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.

Do not stretch or condense

Do not rotate the lockup

Do not recolour outside the palette

Do not add shadows or outlines

Do not place on busy imagery

Crocna

Do not alter the typeface

03 — Color System

Color System

The final palette, sampled directly from the approved logo and icon artwork. Warm White carries the design; Terracotta is the only loud voice in the room.

Warm White · 50%
Sand · 18%
Terracotta · 7%
Sage Green · 8%
Deep Sage · 4%
Stone Grey · 5%
Warm Charcoal · 8%

50% of surface

Warm White

HEX: #F7F4EE
RGB: 247, 244, 238
CMYK: 0, 2, 4, 3

The default canvas. Page backgrounds, wide margins and airy print stock.

Background
Print stock

18% of surface

Sand

HEX: #E9DDCF
RGB: 233, 221, 207
CMYK: 0, 5, 11, 9

Secondary surfaces: cards, dividers, form fields and quiet section bands.

Surface
Divider

7% of surface

Terracotta

HEX: #C97C5D
RGB: 201, 124, 93
CMYK: 0, 38, 54, 21

The primary accent, taken from the logo leaf. Buttons, links and key graphic marks.

Primary accent
Buttons

8% of surface

Sage Green

HEX: #A8B29A
RGB: 168, 178, 154
CMYK: 6, 0, 13, 30

The supporting accent from the icon ring: badges, botanical detail and seasonal work.

Secondary accent
Icons

4% of surface

Deep Sage

HEX: #869275
RGB: 134, 146, 117
CMYK: 8, 0, 20, 43

Monochrome sage version of the icon, small text on light sage and outdoor signage.

Mono icon
Signage

5% of surface

Stone Grey

HEX: #686868
RGB: 104, 104, 104
CMYK: 0, 0, 0, 59

The wordmark grey in the official logo. Captions, metadata and thin rules.

Wordmark
Secondary text

8% of surface

Warm Charcoal

HEX: #3F3C39
RGB: 63, 60, 57
CMYK: 0, 5, 10, 75

All primary body copy and headlines. Never pure black.

Text
Headlines

Buttons & Accents

Terracotta fills the single primary action per screen. Sage Green is reserved for quieter, secondary invitations.

Linen fabric, oak grain and terracotta clay arranged side by side — Placeholder — material study: linen, oak, clay

04 — Typography

Typography

Supporting brand typography — Cormorant Garamond for voice, Manrope for clarity, DM Sans where interfaces get small. All three are Google Fonts, licensed for web and print.

Cormorant Garamond

Headings

Manrope

Body

DM Sans

Alternative

Heading Hierarchy

Display

Cormorant Garamond Light · 72/76 · -2%

Slow mornings

Cormorant Garamond Light · 56/62 · -1%

A house on the hill

Cormorant Garamond Regular · 40/48 · 0%

The courtyard at noon

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.”
Guest letter, September

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.

Olive branch casting a soft shadow on a warm plaster wall — Placeholder — olive branch, afternoon shadow

05 — Download Centre

Download Centre

Three packages: the icon set, the logo set and the colour palette. All files are the final approved artwork.

Icons

ZIP · 3 SVG assets

Official Crocna Retreat standalone brand marks for digital, print and small-format applications.

Download Icons

Logo

ZIP · 2 SVG assets

Official Crocna Retreat logo variations for approved brand applications.

Download Logo

Color Palette

SVG · Brand color reference

Official Crocna Retreat color palette for consistent digital and print applications.

Download Color Palette