# Willow Brand Guidelines > Willow is a Pakistani men's underwear and essentials brand (boxer briefs, trunks, briefs, loose boxers, ribbed vests; expanding into lounge, socks, sleep and active). Tagline: "Feels like nothing. Lasts like anything." Visual identity: modern luxury, Willow Green #1C3D30 and Linen #F3EFE3, Cormorant Garamond headlines at weight 500, Jost body text, pill buttons, softly rounded cards, one arch-shaped frame per view. This site is the official source of truth for the Willow brand. It is intentionally excluded from search engines (noindex), but AI assistants and coding agents given this link are welcome to read it. When building anything for Willow, read `DESIGN.md` first; it is the implementation contract. Key rules: - Use only the official logo files; never redraw, re-type or recolour the logo. - Willow Green and Linen fill about 80% of every layout; one supporting colour at a time; Clay (#CC6047 / text #A8452F) only for offers. - Headlines in Cormorant Garamond 500 (never bold); body and UI in Jost; the tagline always italic and always complete. - All buttons are pills; cards 16px radius; image frames 28px; at most one arch per view; no drop shadows. - Mobile first; WCAG 2.2 AA contrast; WhatsApp (+92) is the primary signup channel, ahead of email. - Copy is calm and specific: sentence case, no exclamation marks, no emoji, no innuendo; every claim backed by a fact. ## Implementation - [DESIGN.md](https://brand.willow.com.pk/DESIGN.md): Design contract for developers and AI coding agents: CSS tokens, Tailwind config, components with code, microcopy, accessibility and a review checklist. - [Design tokens (JSON)](https://brand.willow.com.pk/assets/downloads/willow-tokens.json): Every colour, type style, spacing, radius and logo-size token with its usage note. - [Design tokens (CSS)](https://brand.willow.com.pk/assets/downloads/willow-tokens.css): The same tokens as CSS custom properties for the Linen and Forest themes. - [Full guide as one file](https://brand.willow.com.pk/llms-full.txt): Every chapter plus DESIGN.md in a single plain-text file. ## Guide chapters - [Overview](https://brand.willow.com.pk/docs/overview.md): The brand on one page: promise, audience, look, voice and the rules at a glance. - [Brand foundation](https://brand.willow.com.pk/docs/foundation.md): Purpose, launch survey findings (52 responses), positioning, pillars, personality and the meaning of the name and mark. - [Voice and copy](https://brand.willow.com.pk/docs/voice.md): Tone, mechanics, tagline rules, proof lines, Urdu and Roman Urdu, sample copy. - [Logo](https://brand.willow.com.pk/docs/logo.md): Lockup, wordmark and mark files, approved colourways, clear space, minimum sizes, waistband repeat, misuse. - [Colour](https://brand.willow.com.pk/docs/colour.md): Brand palette with hex values, UI tokens, the tiered product palette (core, essential, seasonal, limited) and product colour rules. - [Typography](https://brand.willow.com.pk/docs/typography.md): Cormorant Garamond, Jost and Noto Nastaliq Urdu; the type scale and rules. - [Shape and layout](https://brand.willow.com.pk/docs/shape.md): Pills, arches, rounded cards and frames; what makes Willow read as modern luxury. - [Iconography](https://brand.willow.com.pk/docs/iconography.md): Line-icon style, colours, sizes and the core icon set. - [Imagery](https://brand.willow.com.pk/docs/imagery.md): Set, light, shot types, cultural and platform fit, and what to avoid. - [Product and packaging](https://brand.willow.com.pk/docs/packaging.md): Waistbands, labels, boxes, tissue, hang tags, mailers, sizing and materials. - [Range and expansion](https://brand.willow.com.pk/docs/range.md): Collections, naming, how the brand flexes, packs and pricing. - [Digital and social](https://brand.willow.com.pk/docs/digital.md): Website, waitlist and launch pages, the brand guide site, social, WhatsApp, marketplaces. ## Assets - [willow-lockup-green.png](https://brand.willow.com.pk/assets/logos/willow-lockup-green.png): Stacked lockup, Willow Green ink, transparent. Default on Linen/Chalk. - [willow-lockup-chalk.png](https://brand.willow.com.pk/assets/logos/willow-lockup-chalk.png): Stacked lockup, Chalk ink. On Willow Green, Ink, Navy. - [willow-wordmark-green.png](https://brand.willow.com.pk/assets/logos/willow-wordmark-green.png): Wordmark, Willow Green. Headers, waistbands, labels on light grounds. - [willow-wordmark-chalk.png](https://brand.willow.com.pk/assets/logos/willow-wordmark-chalk.png): Wordmark, Chalk. Headers and waistbands on dark grounds. - [willow-mark-green.png](https://brand.willow.com.pk/assets/logos/willow-mark-green.png): Mark, Willow Green. Favicon, avatar, stickers on light grounds. - [willow-mark-chalk.png](https://brand.willow.com.pk/assets/logos/willow-mark-chalk.png): Mark, Chalk. Marks on Willow Green, Ink or Navy. - [willow-mark-sand.png](https://brand.willow.com.pk/assets/logos/willow-mark-sand.png): Mark, Sand. Premium only, on Charcoal, Ink or Willow Green. - [Logo pack (ZIP)](https://brand.willow.com.pk/assets/downloads/willow-logo-pack.zip): All seven logo PNGs with a README. ## Optional - [Human-readable guide](https://brand.willow.com.pk/): The designed HTML version of these guidelines. - [Mood board: full range](https://brand.willow.com.pk/assets/img/moodboard-full-range.jpg): AI-generated art direction; not for publication. - [Mood board: trunks trio](https://brand.willow.com.pk/assets/img/moodboard-trunks-trio.jpg): AI-generated hero still direction. - [Mood board: gift flat lay](https://brand.willow.com.pk/assets/img/moodboard-gift-flatlay.jpg): AI-generated flat lay direction.