Brand Book

Aichabelle · A reference

The Brand Book.

A small reference for anyone touching Aichabelle — whether that's a Shopify theme, an email, a photograph or a label. The brand is small and deliberate. This book exists so that smallness stays consistent across every surface it shows up on.

What Aichabelle is

Aichabelle Limited is a UK company with two halves that share one identity. The Shop is a small, numbered-batch cabinet of botanical cosmetics built around rare actives sourced through documented ethnobotanical partnerships, then formulated in Grasse and Aalen. The Salon is a physical beauty boutique at 77A Stafford Street, Willenhall, where Aicha sees clients by appointment Tuesday through Sunday for hair across every texture, face, body, hands and feet.

The two halves are not parallel businesses with a shared logo — they are one continuous gesture. The shop is what the salon's hands reach for. The salon is where the shop's jars are opened.

Positioning

Aichabelle sits at the editorial end of independent beauty. Closest reference points: Aesop's restraint, Le Labo's atelier transparency, Diptyque's narrative packaging — smaller, slower, more openly archaeological about where each active comes from. Defining commitments: scarcity, provenance, ritual.

Voice

First-person plural — we, never I, never the brand. Editorial register: long sentences, precise nouns, named places (Isparta, Bavaria, São Paulo, Aalen, Grasse), no exclamation marks except inside direct quotes. Anti-positions framed as positives: The health benefits of unpreserved skincare, not Why we don't use preservatives.

The slogan and sign-off: — with care. Lowercase, em-dash separator when standalone. Used at the close of journal essays, customer notes, and agent emails. Never paired with ‘cheers’ or ‘best’.

Typography

Headings: Cormorant Garamond, weight 300, italic for emphasis. Body: Manrope, weight 300. Fallbacks: Georgia for Cormorant, Helvetica for Manrope.

Colour

Paper #F8F5EF, ink #0F0E0C, gold #B89760. The page background is never pure white on editorial surfaces; paper is the default. White is acceptable on selling pages (PDPs, policies) where the brand fonts and gold accents still carry voice.

The logo

The mark is a hummingbird perched on a lowercase ‘ab’ ligature, with the wordmark ‘aichabelle’ set in wide-tracked sans beneath. The hummingbird is the brand's animal. Black on light, paper on dark. No gold logo, no rose logo, no gradient logo, no mono-line trace.

The two halves

The splitter homepage at / is the brand's first impression. Three origami doors — bird (about), door-a (the salon), door-b (the shop) — coexist; the visitor chooses. The cabinet ordering on the shop page is fixed and intentional: Boson → Terra-Mass → Galago → Irontree → A. Gambiae Venom → Silvavita. That sequence is a narrative arc, not an alphabetisation.