brand guidelines :: edition 02 :: july 2026
ii
womenswear that treats color as confidence — joyful, considered pieces made to be loved hard and worn often.
amofii — wear what you love. color is confidence. pockets, always.
01 :: the brand
two dots, worn like earrings.
amofii starts with amo — “i love” — and ends in ii: two dots side by side, like a favorite pair of earrings. that pair is the whole idea. we make womenswear where color isn’t the trim, it’s the design — pieces that turn getting dressed into the best two minutes of the morning.
color first
color is the point, not the decoration. every piece leads with a shade worth loving.
made to love
pieces you reach for on your best days and your ordinary ones — and both feel right.
real women, real fit
graded on real bodies across the full size run. and pockets — always, actually.
joy, responsibly
small runs, better fabrics, no throwaway trends. bright shouldn’t mean disposable.
for women who believe getting dressed should feel like a good mood, amofii makes colorful, considered pieces that turn an ordinary tuesday into a small celebration.
positioning statement :: internal use, never printed on productamo means love — the tagline finishes the thought. always lowercase, always the period. never pair it with exclamation marks or a second slogan.
02 :: wordmark
one word, two earrings.
the wordmark is the logo — set in fraunces black, all lowercase. the double-i is the signature: its two dots, called the pair, are worn like mismatched earrings — always two different colors, never the same one twice.
clearspace: keep a margin of x on all sides, where x = the height of the lowercase “o”.
minimum size: 96px wide on screen, 22mm in print. below that, use the pair alone.
the earrings (two-color double-i) live on campaigns, packaging and drops. in long documents, the wordmark stays one color.
always lowercase. never capitalised, never spaced out, never shortened to “amo”.
03 :: color
color is the whole point.
five joy colors, two soft grounds, one deep plum that holds it all together. the rule of the palette: two joy colors per layout, never all five at once — except in the wash and the confetti. tap any hex to copy it.
shell
the default ground — warm, blushing, easy on every color.
rgb 255 244 239
milk
cards on shell, garment labels, breathing room.
rgb 255 253 251
plum ink
all reading text, the wordmark, buttons. never pure black.
rgb 43 27 41
dahlia
the lead. headlines, buttons, the first earring.
rgb 232 77 138
clementine
warmth and energy. graphics, blocks, the second earring.
rgb 255 120 71
mimosa
sunshine. highlights, underlines, tissue paper.
rgb 255 197 61
palm
the fresh one. accents, tags, seasonal drops.
rgb 47 163 107
iris
the calm one. links, small ui, quiet contrast.
rgb 95 75 216
| combination | ratio | use for | wcag |
|---|---|---|---|
| plum on shell | 15 : 1 | all text, all sizes | aaa |
| mauve on shell | 5.0 : 1 | captions, secondary copy | aa |
| iris on shell | 5.6 : 1 | links, labels | aa |
| dahlia on shell | 3.3 : 1 | display text 24px and up | aa large |
| shell on plum | 15 : 1 | reversed text on plum | aaa |
clementine + mimosa are graphics-only on light grounds — blocks, dots, underlines. never body copy.
04 :: typography
a serif with a wink.
fraunces brings the charm, instrument sans does the reading, plex mono keeps the receipts. each face has one job — nothing quietly does double duty.
| role | size / leading / tracking | sample |
|---|---|---|
| display-xl | 96 / 0.95 / −2% | amofii |
| h1 | 56 / 1.05 / −1.5% | the summer drop |
| h2 | 32 / 1.15 / −1% | wrap dresses |
| body | 17 / 1.6 / 0 | Cut for real waists and real hips, with room to actually move. |
| caption | 13 / 1.5 / +4% | fig. 01 :: lookbook, summer 2026 |
headlines are lowercase. no exceptions, no title case, ever.
never justify text; rag right, and keep lines under 70 characters.
numerals that carry data — prices, fabric specs, dates — are always set in plex mono.
color goes on display type only. body copy is always plum — joy colors never carry paragraphs.
05 :: voice & tone
talk like her best friend.
amofii sounds like the friend with great taste and zero pressure: warm, funny in small doses, and always honest about fit, fabric and price.
warm, never pushy
we invite, we don’t pressure. no countdown-timer panic, no “last chance babe!!”.
compliment the woman
the clothes are great because she is. we never sell by pointing at “flaws” to fix.
plain about the facts
what it is, what it’s made of, what it costs, how to wash it. clarity is respect.
the wrap dress, back in dahlia. pockets, obviously.
Hurry babe!! This dress will change your LIFE!!! 😍😍
new drop friday. 40 pieces, then gone.
🔥 HUGE MEGA SALE — everything must go, don’t miss out!!! 🔥
cut for real waists and real hips. between sizes? size up.
Slims your silhouette and hides all your problem areas ;)
06 :: imagery
color on color, joy in motion.
photography is where the palette gets loud. saturated seamless backdrops, golden light, women mid-laugh and mid-motion — every age, every size, together. frames below are placeholders showing tone and crop.
always
- shoot on saturated seamless — backdrop and garment from the same color family
- cast women of every age, size and shade — together, in the same frame
- catch movement and laughter over stiff poses; twirls encouraged
- default crop 3:4 portrait; details include the earrings whenever possible
never
- muted, desaturated or moody grading — color stays true
- stiff catalog poses or forced “candid” smiles
- retouching bodies; skin texture and real fit stay in
- casting only one body type — one size is not every woman
07 :: graphic elements
the pair, the wash, the confetti.
three elements, used with intention. everything else stays quiet so these can sing.
the pair as punctuation
the double dot separates menus, dates and captions — always two different colors. in motion, it becomes the loading state.
the wash
dahlia → clementine → mimosa at 120°. hero banners, tissue paper, story backgrounds — never behind body copy, never on the wordmark.
the confetti
all five joy colors as scattered dots on a 44px grid. packaging interiors, mailers, moments of celebration — the only place all five meet.
shapes + icons
soft corners everywhere: cards 18px, buttons pill, icons on a 24px grid with 1.6px rounded strokes — always plum, never a joy color.
08 :: labels + packaging
quiet outside, party inside.
exteriors ship calm — shell board, plum ink, one pair seal. the color waits for the opening: confetti tissue, a wash-printed card, earrings on every label. unboxing is the brand’s favorite moment.
neck label
woven, 58 × 22 mm, stitched on all four sides. shell ground, plum wordmark wearing the earrings, size letter in plex mono below. soft edges — nothing that itches.
care label
machine wash cold, gentle
line dry :: cool iron
do not bleach
made with amo
in india
printed satin, 35 × 70 mm, sewn into the left side seam. plex mono throughout, care symbols in 1.4px strokes — and it always signs off with “made with amo”.
hang tag
cotton poplin
wash cold :: line dry
pockets, always
shell card, plum border, clementine cotton string through a punched hole. product name, fabric and care on the front — price on the back, in plex mono.
tissue + seal
every piece wraps in confetti tissue, closed with one plum seal wearing the pair. the seal is the handshake before the reveal.
mailer box
surat, gujarat, in
outside: shell recycled kraft, plum ink, nothing loud. inside the lid: full confetti and the tagline — the party starts when the box opens.
shopping bag
dahlia paper, clementine rope handles, shell wordmark. built to be kept — tomorrow’s lunch bag, next month’s beach bag.
exteriors are always shell + plum. color never ships on the outside — the party is a gift, not a spoiler.
every order gets confetti tissue, one pair seal, and a wash-printed thank-you card with the tagline.
materials: recycled board and paper, soy-based inks, zero plastic — joy, responsibly.
the earrings appear on neck labels, hang tags and seals. care labels stay plum-only for legibility.
09 :: in use
how it comes together.
the system applied — buttons, tags, tiles and cards. build from these, not from scratch.