Internal Document
— Brand Standards Guide —
EST. 2024 · MILTON, GEORGIA
Refined
Speak with quiet confidence. Never boastful — let the quality speak for itself.
Warm
This is a family farm. Guests should feel welcomed, not intimidated by the luxury.
Purposeful
Every animal, session, and product exists for a reason. Communicate that intention.
Writing Examples
✗ Avoid
"Check out our AMAZING calves — they're SO cute!! Book now before spots run out!!!"
✓ Use
"Our spring calves are ready to meet you. A limited number of Calf Cuddling sessions are available — reserve yours while the season lasts."
Slate Blue
#3D5A6B
Primary / Headers / Nav
Antique Gold
#C8A15A
Accent / CTAs / Dividers
Warm Cream
#F5F1E8
Background / Base
Steel Blue
#5A7D8F
Secondary / Links
Charcoal
#2C3E50
Body Text / Dark UI
Usage Rule
Slate Blue is the dominant brand color — used for all headers, navigation, and primary backgrounds. Gold is always an accent, never a background. Cream is the breathing room between sections.
Display / Logo
Cinzel
Regular 400 · Tracking 0.15em
BLUE HAVEN FARM
Editorial / Body
Cormorant Garamond
Light 300 / Regular 400 · Tracking 0.01em
Luxury Cattle. Luxury Experiences.
UI / Navigation
Montserrat
300–500 · Tracking 0.08em
Book a Session · Learn More
Primary — on dark
Secondary — on light
✓ Do
✗ Don't
Light
Golden hour preferred. Soft, warm, diffused natural light. Avoid harsh midday sun or heavy flash.
Composition
Wide establishing shots with negative space. Subjects positioned left or right of center, never dead-center.
Color Grade
Warm tones, slightly desaturated. Creamy highlights, no cold blues. Consistent with the brand's warm cream and slate palette.
Subjects
Animals, families, hands-on interactions. Authentic moments over posed studio aesthetics.
Overlays
Dark gradient overlays at 40–55% opacity for text legibility. Never flat solid covers.
Avoid
Stock photography, overly saturated "Instagram" filters, generic farm clichés without Blue Haven branding.
Scarcity over abundance
Never list everything at once. "Limited sessions available" is more powerful than a full calendar.
Invite, don't sell
Calls to action should feel like an exclusive invitation, not a sales push. "Reserve your visit" beats "Buy now."
Whitespace is prestige
Luxury brands don't fill every pixel. Generous padding between sections signals that content is precious and curated.
Names, not numbers
Our cattle have names, lineages, and stories. Lead with Hamish, not "Micro Highland Bull #4."
Consistency builds trust
Every touchpoint — email, social, printed signage — should feel like it came from the same hand.
Navigation
Buttons & CTAs
Section Rhythm
Animations