LES ENFANTSSauvages

Brand Guidelines

Noir Sauvage — the maison identity

Wild by nature · Clean by design

01

The mark

A high-contrast serif wordmark in warm gold on near-black, with a single hand-drawn laurel stroke threading through the S of Sauvages — the only wild gesture in an otherwise impeccably composed mark. The monogram is an interlocked ES framed by a thin gold rule, read like a wax-seal crest. Opulent, editorial, a little dangerous.

LES ENFANTSSauvages

Primary wordmark · gold on Onyx Ground

ES

Wax-seal monogram · on Wild Forest

Do

  • Reproduce the wordmark in the gold gradient (#e7c46a → #bd933f).
  • Place on Onyx Ground, Wild Forest, or deep photographic shadow.
  • Keep clear space of at least the cap-height of “LES” on all sides.
  • Use the monogram as the seal for caps, social avatars, favicons, packaging.

Don't

  • Recolour to flat yellow, white, or any non-gold tone.
  • Set on busy or light backgrounds that kill the gold's contrast.
  • Stretch, condense, add drop-shadows, or outline the letterforms.
  • Remove the laurel stroke or the side rules — they are the signature.

02

Palette

Gilded Gold
#c39b46
Primary · accent
Wild Forest
#1f2a23
Secondary · panels
Onyx Ground
#0e1310
Background
Bone Ivory
#f3ede0
Ink · text
Oxblood
#6b2330
Rare emphasis
60 · 30 · 10Onyx Ground dominates. Wild Forest sections it. Gilded Gold accents — never more than a tenth of the surface.
Gold restraintGold is jewellery: one bracelet, not a pile. Reserve it for the mark, key claims, and CTAs.
Oxblood is a scalpelUsed only to mark what is removed — “no aluminium,” a struck-through word. Never decorative.

03

Typography

Display · Cormorant Garamond Weights 500 · 600 · 700 · italic Headlines · pull-quotes · numerals
Wild by nature.
Clean by design.
Display / 74Revenge against toxic beauty
H2 / 48One bottle. A whole season.
Quote / italic 24It reads as perfume, not deodorant.
Body · Jost Weights 300 · 400 · 500 Body · UI · eyebrows · labels
Jost Light 300 Jost Regular 400 Jost Medium 500

A non-toxic roll-on with no aluminium and no alcohol — genuinely effective, impeccably scented, made to last up to four months. Jost carries the brief and the fine print in clean geometric calm, letting Cormorant Garamond hold the drama. Eyebrows and labels set in Jost, uppercase, with wide .3em–.4em tracking.

04

Voice

It sounds like

BoldOpulentEditorialKnowing

Speak like a maison that has nothing to prove. Short, declarative, sensual. Frame clean beauty as the powerful choice, not the cautious one — revenge against everything toxic that came before. French restraint over American hype. One striking claim beats three soft ones.

In practice

Lead with the single sharpest truth — “no aluminium,” “four months,” “made in France” — and let silence carry the rest. Numerals are dramatic; set them large in Cormorant. Never explain or apologise for being clean; clean is the flex, not the disclaimer.

Say

  • “Clean is the powerful choice.”
  • “One roll-on. Four months.”
  • “Made in France, in the old discipline.”
  • “You still perspire; you simply stop smelling of compromise.”

Never say

  • clean-girl
  • girlboss
  • detox
  • natural-but-it-works apologetics
  • exclamation marks
  • emoji
  • “comfy”
  • wellness clichés

05

Imagery

Editorial chiaroscuro on near-black. Restraint and skin — never a smiling model, never a bathroom shelf. Grain present, gloss absent.

Skin in one warm low key — collarbone, wrist, deep falloff
The gold roll-on shot like fine jewellery — macro on the cap
Botanicals on dark stone — yuzu peel, torn laurel, sandalwood

Always

  • One warm low key light, deep shadow falloff, near-black ground.
  • Affluent skin as texture — a shoulder, a collarbone, a wrist.
  • Product photographed like jewellery: a bead of light on the cap.
  • Visible film grain; matte, never glossy.

Never

  • Smiling models, lifestyle stock, bathroom shelves.
  • Bright even daylight or flat e-commerce white.
  • Wellness clichés — towels, eucalyptus spa, “clean girl.”
  • Glossy retouch that erases skin and grain.