01 · Foundation

Brand Guide

Everything that makes an Amati post recognisably Amati before anyone reads a word of it.

The house voice: Emotion leads. Lead with the life someone wants to experience, then say plainly what the product is and how it fits into a day. Never a health or science claim.
Typography: Cormorant for display, Inter for everything else. Display type is set in small caps with generous letter-spacing. Never substitute a system serif.
Colour: Ivory ground, Amati Green (#3E4A44) and burgundy for depth, gold for emphasis only. Gold is an accent, never a background for body copy.
Photography: Natural light, real settings, unhurried moments. No stock gym imagery, no before-and-after grids, no clinical staging.

Keep going

A Higher Commitment to the Life You Love.

The Art of Living Well

Brand Suite · Ambassador Resources · 9 sections