Salori

Prepared by Concierge Collective · August 2026

The Salori brand kit

Version 1. Built from the identity already living on thesalori.com, tightened into rules anyone on the team can follow: designer, intern, or founder posting from a phone.

Launch plan Brand kit

01 · Wordmark

The name is the logo.

Salori's mark is typographic: the name set in Cormorant Garamond, generously letterspaced, with the final letter in gold. The gold "i" is the brand's signature: the individual, lit up, inside the group. It should appear the same way everywhere.

Salori

Primary · cream on espresso · letterspacing .3em · Cormorant Garamond semibold

Salori

Reversed · espresso on cream or white · the gold "i" never changes

Do

  • Keep letterspacing at .3em, always uppercase
  • Keep the final "i" in gold in both color modes
  • Give the mark clear space equal to the height of the S on all sides
  • On photos, place it over a darkened area or a scrim so it stays readable
  • Use the gold-dot "i" alone as a favicon or avatar mark when space is tiny

Do not

  • No stretching, squeezing, outlining or drop shadows
  • No gradient fills, no colors outside this kit
  • No stacking the letters vertically
  • No script or decorative fonts for the name itself
  • No placing it over busy, bright image areas

02 · Color

Warm earth, lit with gold.

The palette is rust and espresso on cream: the colors of laterite roads, evening light and old stone. Gold is the accent and it is rationed; that is what keeps it special.

Core palette

Rust#7D4938Primary accent, links, buttons
Espresso#3F2117Headings, dark surfaces
Cream#FBF5EFThe default background
Gold#C0873CThe signature. Small doses only

Supporting palette

Rust deep#7B3F2DHover states, emphasis
Char#29150FFooters, darkest surfaces
Ink#292727Body text
Sand#F1E8DFCards, dividers, tints
Bone#F1EFE8Alternate light surface
Stone#CFC6BDMuted text on dark
Slate#66645ESecondary text on light
Gold soft#E0B678Gold on dark backgrounds

Proportions

Roughly 70 percent light neutrals, 20 percent espresso and rust, 10 percent gold. If a layout feels loud, remove gold first.

Cream + sand 70
Espresso + rust 20
Gold 10

Legible pairings

03 · Typography

A serif that dresses up, a sans that does the work.

Display · Cormorant Garamond

Come for what inspires you. Stay for the people.

Headlines, trip names, pull quotes. Weights 400 to 600. Never below 22px; it loses its elegance small.

Body · DM Sans

Groups of 8 to 20, a curator who knows the place, and a mentor whose only job is the people. Five days later, you have friends you did not arrive with.

Body copy, captions, buttons, navigation. Weights 400 to 600. This is the default for everything that is not a headline.

Accent · Parisienne

lifelong connections

Script accent from the current site. One or two words maximum, never a full sentence, never for information the reader must not miss. When in doubt, leave it out.

Setting rules

04 · Voice

Warm, assured, unhurried.

Salori sounds like a well-travelled friend who plans things properly: enthusiastic without exclamation marks, personal without oversharing, confident without hype.

Lines we already own

Curated experiences. Lifelong connections.

Come for what inspires you. Stay for the people.

Life doesn't pause.

The four pillars, always in this language

Fitness & Wellbeing

Art & Creativity

Culture & History

Food & Fun

Sounds like Salori

  • Short sentences. Real names, real places.
  • "You" and "we", never "clients" or "pax"
  • Specifics over superlatives: "dinner at a 300-year-old haveli", not "an unforgettable experience"
  • One idea per caption, one call to action
  • Curators and Mentors, capitalised, as roles with meaning

Does not sound like Salori

  • "Wanderlust", "hidden gems", "bucket list", "vibes"
  • Stacked exclamation marks and emoji walls
  • Discount-speak and shouting urgency
  • Corporate travel-agency phrasing ("best-in-class itineraries")
  • Long dashes; use commas or full stops instead

05 · Imagery

Real people, golden hour, mid-moment.

Salori's proof is that the trips are real, so the imagery must always look real. The film library and member photos are the source; polish comes from selection and grading, not from stock.

Choose

What we shoot and pick

Members mid-activity, not posing. Warm natural light, dusk and early morning. Food on the table with hands reaching in. Landscapes with a person in them for scale. Laughter caught, not staged.

Avoid

What we never use

Generic stock photography, influencer-style posed shots, heavy filters, watermarked images, and placeholder images anywhere public. If it could be any travel brand's photo, it is not a Salori photo.

Grade

Warm white balance, slightly lifted blacks, muted greens, skin tones protected. The palette of the grade should echo the brand palette: rust, sand, gold. One preset, used everywhere, so the grid reads as one world.

06 · Social templates

Three templates cover ninety percent of posts.

Monsoon Soirée Five days. Twelve women. Zero strangers by day two. Salori
Type card · 1080 × 1350Espresso or cream ground, serif headline, small wordmark bottom left. For announcements and quotes.
Member story "I came alone. I left with a group chat that will not stay quiet." Priya · Monsoon Soirée
Photo + scrim · 1080 × 1350Full-bleed image, espresso gradient from the base, quote and first name. For testimonials and trip moments.
Reel cover
Why we made a women-only monsoon trip Dina · 40 seconds
Salori
Reel cover · 1080 × 1920Title in the top two-thirds so the grid crop keeps it readable. Subtitles always on in the video itself.

Grid rhythm

Alternate the three templates so the profile reads as one brand: photo, type card, photo, testimonial, photo, type card. Never two type cards adjacent. Every ninth post may break the rhythm for something special.

Profile assets

Design tokens, for anyone building

--rust: #7D4938;  --rust-deep: #7B3F2D;  --espresso: #3F2117;
--char: #29150F;  --ink: #292727;  --cream: #FBF5EF;
--sand: #F1E8DF;  --bone: #F1EFE8;  --stone: #CFC6BD;
--slate: #66645E;  --gold: #C0873C;  --gold-soft: #E0B678;
--font-display: 'Cormorant Garamond', serif;  --font-body: 'DM Sans', sans-serif;