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Brand architecture

One masterbrand, four marks, and a named piece at the heart of every sale.

✦ From the guidelinesProposed extension

Identity architecture

One house, four marks

✦ From the guidelines

MasterbrandVelari Atelier is a single masterbrand. There are no sub-brands; the four marks are expressions of the same name, chosen by space and occasion.

Offering architecture

From house to the 3 m cut

Every piece sits in a simple hierarchy. The house is Velari Atelier. Collections group pieces by season or occasion. The piece is always named, never coded, and it is sold as a fixed 3 m cut, priced in AED.

Internal stock codes may exist for operations, but they never appear on hang tags, social posts, invoices sent to clients or the website.

Collections level proposed

Choosing a mark

Which mark, when

✦ Based on the guidelines

The primary wordmark is the default. Move to another mark only when the space or the moment asks for it:

Icons for anything round and digital.
Emblem where there is room for ceremony.
Monogram where the full name would be too small, or where Velari is already known.

Touchpoints

Marks across every touchpoint

Touchpoint	Mark	Ground	Source
Instagram post	Monogram, ivory	Deep Plum	✦ Guidelines
Profile picture	Monogram icon	Deep Plum	✦ Guidelines
Hang tag	Emblem, ivory	Velvet Mauve	✦ Guidelines
Tissue seal	Star icon	Midnight Navy	✦ Guidelines
Gift box	Wordmark, ivory	Midnight Navy	✦ Guidelines
Website header	Wordmark, plum	Warm Ivory	Proposed
Favicon	Monogram icon, ivory	Warm Ivory	✦ Guidelines
Woven label	Monogram, ivory	Deep Plum	Proposed
Invitation	Emblem, plum	Warm Ivory	Proposed