Feels like nothing.Lasts like anything.

Brand pillars

Personality

Calm, not sleepy. Confident, not cocky. Warm, not cute. Natural, not preachy. Think of a well-dressed friend who recommends something once, and is right.

A willow bends without breaking. That is the product: soft and flexible, but resilient. The mark is a canopy of willow leaves held inside a circle, growth kept in a clean, lasting shape.

Rules at a glance

1. Use the supplied logo files. Never redraw, re-type or recolour them outside the approved inks.
2. Set type in Willow Green on Linen, or Linen on Willow Green. Near-black is for long body text and legal copy only.
3. Headlines in Cormorant Garamond at medium weight; the tagline always in italic; body and interface in Jost.
4. Three colours per layout: Willow Green, Linen and one supporting colour. Clay is for offers only.
5. Product colours are fabric colours. Never use them as backgrounds for the logo or campaign layouts.
6. Soft shapes: pill buttons, rounded cards and frames, one arch per view. Square corners only for full-bleed photos and the physical box.
7. Every claim needs proof. Say "holds its shape after 100 washes" only when a fabric test backs it.
8. Space is the luxury. When in doubt, remove something.

In their words

Positioning

For Pakistani men who want basics that just work, Willow is the underwear and essentials brand that feels like nothing on the body and lasts far longer than local alternatives, because it is cut for real movement, made in breathable, shape-holding fabric for a hot climate, and tested wash after wash.

The tagline

Always the full two-sentence line, in italic, ideally on two lines. Don't paraphrase it, add to it or use half of it, except as a campaign headline where the other half follows in the body copy. Never lock it into the logo.

Mechanics

• Name: "Willow" in running text. Capitals belong to the wordmark only.
• Casing: sentence case for headlines, buttons and navigation ("Find my size"). Spaced capitals only for small eyebrows and labels.
• Punctuation: full stops in headlines are on-brand. No exclamation marks. No emoji in brand creative.
• Numbers: always numerals: 3-pack, 100 washes, PKR 2,400 (Rs 2,400 is fine on social).
• Product names: style first, then colour after a dash: Boxer Brief — Midnight Navy.

Proof lines

Use only when true, with test data behind them.

• No ride-up leg. Stays where you put it.
• A shaped pouch for room, not pressure.
• Tagless: the label is printed, not stitched.
• A waistband that doesn't roll, dig or give up.
• Breathes through 40 degrees.
• Colour that doesn't fade to grey.

Urdu and Roman Urdu

Social captions and WhatsApp may use Roman Urdu for warmth: "Size confusion? Humein message karein." Urdu script is set in Noto Nastaliq with generous leading. A suggested line for "Feels like nothing":

پہن کر بھول جائیں

Have every Urdu adaptation checked by a native copywriter. Never translate the tagline on the logo lockup itself.

Clear space and minimum size

• Clear space on every side½ mark
• Stacked lockup96px · 25mm
• Wordmark72px · 18mm
• Wordmark on woven labels12mm
• Mark20px · 6mm
• Mark, embroidered or woven8mm

Approved colourways

• Willow Green on Linen or Chalk: the default.
• Chalk or Linen on Willow Green: the reversed default for waistbands, bags and tags.
• Sand on Charcoal or Ink: premium moments only.
• Chalk on Ink: black waistbands and the black box.
• Willow Green on Sand: the Kraft box.

On product, the logo takes the waistband's contrast colour: Chalk on Willow Green, Black, Navy and Charcoal; Willow Green on Chalk, Grey, Stone and Sky. The waistband repeat is WILLOW, mark, WILLOW, with the mark exactly centre-front.

Don't

• 
  Stretch or squash
• 
  Rotate
• 
  Recolour
• 
  Place on busy images

Also never redraw the leaves, re-type "WILLOW" in a font, add shadows or gradients, or use product colours such as Oxblood or Sky for the logo.

The 80 / 10 / 10 balance

Never use more than one supporting colour at a time.

Product palette

Fabric colours, grouped by how long they stay on the shelf. They appear on product, swatches and pack shots, never as a background for the logo.

• Launch each new style in Core first (at least Black, Navy, Grey and White), plus Willow Green in the hero style.
• Keep roughly 70% of units in Core, 20% in Essential and 10% in Seasonal and Limited.
• In hero images and launch pages, lead with Core and Willow Green. Clay is one small accent piece, never the loudest thing in frame.
• Multipacks mix a dark, a neutral and one colour: Black, Grey and Willow Green, or Navy, Grey and Sky.
• Stripes (pinstripe or Bengal) on Denim, Sky or Navy with Chalk lines, for loose boxers only.
• Name new colours from nature, materials or places, two words at most.

Interface colour

Websites and apps use semantic tokens that switch between the Linen (light) and Forest (reversed) themes. Every text token meets WCAG AA contrast on the surfaces it is meant for.

What makes it read as luxury

• Space is the signal. Two products per row on mobile, three or four on desktop. One message per screen.
• One arch per view. Repeated, it becomes decoration.
• Hairlines, not heavy borders. No drop shadows; use a lighter or darker surface for depth.
• Restraint in colour. Sand appears as a thin line, a foil or a small detail.
• Materials over graphics. Stone, linen, soft-touch board and foil instead of patterns and illustration.
• Quiet motion. Slow fades and gentle rises, 300 to 500ms, ease-out. No bounces.

Style

• Line icons only: 1.5px stroke at 24px, round caps and joins, no fills.
• Willow Green on light grounds, Linen on Willow Green. Never Sand, Sage or Clay.
• 24px grid; 32px in feature rows; never larger than 48px.
• Build a custom set from these, or start from Phosphor (Light) or Lucide at 1.5px. Don't mix sets on one page.
• At most four icons in a row. Care symbols on labels follow ISO 3758.

Shot types

• Hero stills: two or three pieces on stepped plinths.
• Flat lays: product, gift box, tissue and tags from above.
• Stacks: folded colour stacks with the waistband logo showing.
• Detail macros: waistband stitch, ribbed texture, woven label. Proof of quality.
• On body: natural builds and relaxed posture, cropped chest to mid-thigh, a real range of body types and skin tones.

Cultural and platform fit

Pakistan is a conservative market, and Meta and TikTok restrict underwear-on-body ads. Lead paid and public creative with stills, flat lays and stacks. Keep on-body images for the product page and size guide, never sexualised, with no suggestive poses or captions. Show vests worn under an open shirt or kurta, the way customers actually wear them.

Avoid

• Studio-white e-commerce shots as brand imagery (fine for marketplace listings only).
• Gym flexing, oiled skin, or lingerie-style styling.
• Busy patterns or several bright colours in one frame.
• Text baked into photos.

On the product

• Waistband: jacquard or printed WILLOW, mark, WILLOW repeat in the contrast colour, with a hairline stitch along the top edge. Wordmark at 40 to 45% of band height.
• Loose boxers: elastic waist with a small woven Linen label at centre back.
• Neck and back labels: printed and tagless: mark, WILLOW and size. Customers named itchy tags as a top annoyance.
• Vests: printed neck label; an optional small woven mark flag on the lower side seam.

Packaging system

Sizing

Sizes S to XXL. Launch data suggests depth in M (46%) and L (29%), then XL. Every box and product page carries a size chart with waist in inches and centimetres.

Materials

Uncoated FSC board, soy or water-based inks, one foil at most (Sand, on premium gift boxes). Avoid plastic windows and polybags where the supply chain allows.

What stays, what flexes

• Always fixed: logo, the green-and-linen packaging frame, typography, voice, tagline, hang tags.
• Per collection: the one supporting colour and the photography props.
• Per season: product colourways, following the tiers in Colour.

Naming

Willow plus the collection on packaging and navigation. Style plus colour on the product: "Trunk — Heather Grey". A fabric or feature name may follow as a plain descriptor ("Trunk — Heather Grey, Breathe fabric"), never as its own logo.

Packs and pricing

The 3-pack is the default on every core style, with singles for trial and a 5- or 7-pack as the value option. Frame price as value per wear and durability, not discounts. Test price points before fixing them.

Website

• Wordmark in the sticky header; the stacked lockup is too tall for it.
• Primary button: Willow Green fill, Linen text. Secondary: 1px green outline. Both pills, 14 × 32px padding.
• Product tiles with 16px corners, photos in 28px frames, the hero product in the arch.
• A trust bar near the top of every product page: cash on delivery, free exchanges, discreet packaging, size guide.
• Keyboard focus: a 2px Clay ring with a 2px gap.

Waitlist and launch pages

• WhatsApp first. The main field is a mobile number with a fixed +92 prefix; email is an optional link. The button says what happens: "Get early access".
• The headline sells. The tagline is the headline; "Launching soon" lives in the small eyebrow above it.
• One row of four proofs from customer pain points. No repeating rows.
• A reason to join now: a launch price, what's launching, and the trust promises.
• After signup, two one-tap questions: size and preferred style.
• Mobile first: the signup field is visible without scrolling. White text on photos sits on a dark gradient. No dead navigation links.

Social

• Profile image: the mark, green on linen or linen on green.
• Grid rhythm: a product still, a detail macro, a text post (12 words at most), repeat.
• Stories and Reels: stretch tests, wash tests, product handling. Proof over polish.
• Carousels: a claim first ("Doesn't ride up."), then the proof, then the pack and price.

WhatsApp

Short, warm, in the customer's language (English or Roman Urdu). Sign off "— Team Willow" and always offer size help.

Marketplaces

White-background product shots with the waistband logo visible, plus one lifestyle frame. Titles follow: Willow Boxer Brief 3-Pack — Black, Grey, Navy.