Brand guidelines2026
A quiet kindof care.
A house shaped by one pair of hands. An identity made to carry that care.
Enter the guideLa Maison
Every piece beginson Hanan’s table.
Hanan is a tailor. She cuts, pins and sews every H·LOULOU garment herself, in small runs, in Morocco.
The house brings that care online: modern silhouettes, honest fabrics and finishing you can feel. Moroccan by origin. Quietly its own.
“Maison de Couture” is the approved tagline. Describe the business as handmade womenswear; do not imply haute couture certification.
Warm
Personal and welcoming. Never casual.
Refined
Precise and clean. Never fussy.
Handmade
Proud of the hand. Never rustic.
Quiet
Confident enough to whisper. Never loud.
The signature
A subtle H.An unmistakable hand.
Always place the master artwork. Clay is its natural ground.
The system
Horizontal for websites and labels. Stacked for packaging and tags. Monogram for seals and avatars. Wordmark beside the monogram.
Room to breathe
Keep x on every side: x is the cap height of the wordmark. For the monogram alone, x is one quarter of its width.
Keep it intact
Never redraw the subtle H, retype the wordmark, stretch, rotate, add effects or rearrange the lockup. Use calm, solid grounds.
Minimum sizes and small-format use
Below a minimum, choose a simpler mark. App tiles may use the monogram at 16 px.
Colour
Warmth,in five tones.
Clay leads. Cream gives it space. The rest is a considered accent.
Select a colour to copy its HEX value.
A considered pairing
Check legibility before placing text.
Check both contrast and colour roles.
Soft light. Honest cloth.
A seam you can feel. A piece you can keep.
Proportion, not a quota
About 60 / 20 / 10 / 5 / 5 across the identity. Clay carries grounds, packaging and this guide; Cream is for type on Clay and paper surfaces. The balance is not a rule for every single layout.
Screen to print
HEX and RGB for screen, CMYK for print. Proof stock and ink before production. No wine tones. No pure black.
Espresso is for text only. Terracotta is never text on Clay.
Typography
A voicein letterforms.
Display and headings. Used large. Never for body text.
Light 300 for body. Regular 400 for labels and the tagline.
Fonde for Latin display. Arabic sets in Cairo.
Sewn by hand
The linen collection
Washed linen, French seams and a hand-finished hem.
Nouvelle pièce
Maison de Couture
Expression
The hand, the cloth,the light.
Let the making be visible. Let the material speak.
Keep the world quiet
Natural side daylight. Plaster, linen, wood and Cream backdrops. Hands, dress forms and pattern paper. Product frames in portrait 4:5.
Avoid souk, lantern and desert clichés, orange grading, flash, heavy filters and busy sets.
Photography shown is AI-generated illustration.
Un pointà la fois.
One stitch at a timeCalm, short sentences. Name the fabric, seam or finish. French touches are welcome. No hype, exclamation marks or emoji.
Product copy“Washed linen. A hand-finished hem.”
La Toile
The monogram, repeated as a tonal canvas. For tissue, linings, envelope liners and chapter pages. The logo never sits on it.
Tonal value: Espresso at 32% over Clay.
Applications
From labelto screen.
One identity. The same care at every point of contact.
Closest to the cloth
Cream on Clay woven neck label. A monogram at the side seam.
The small things
Label, hanger and card share one calm system. The stacked mark on the hang tag.
A considered arrival
Clay board bag, Blush cotton handles and toile lining. Cream tissue printed in Clay, closed with a Clay seal.
From the cutting table
Pattern paper is part of the story. Show it as it is used.
In the cloth itself
Covered buttons pressed with the monogram. The mark as a detail, not a logo.
Ribbon
Grosgrain with the horizontal mark. The render shows a dark brown close to Espresso, which is kept for text; produce ribbon in Clay or Cream.
The hanger
Flocked, with the monogram debossed. No colour, only relief.
The atelier
For stories and editorial posts: the room, the light, the work in progress.
In print
Business card: 85 × 55 mm, Cream foil on Clay. Round seals: 40 and 25 mm diameter. Check the actual finish with your printer.
On screen
Product, editorial and story formats for social. Clear product photography for e-commerce. One Terracotta action, with text contrast checked at the intended size.
The boutique, online. One piece, one image at a time, and a single Terracotta action.
1 / 4Nouvelle pièce
Manteau portefeuille
Crêpe de laine · Sewn by hand
Price on request
Colour Cream
Size 38
Book a fitting at the atelier
A wrap coat with a shawl collar and a tied waist. Cut, pinned and sewn in the atelier, in a small run.
Wool crepe, fully lined. Dry clean. Store on a broad hanger, away from direct light.
Folded in Cream tissue printed with La Toile, closed with a Clay seal. Fittings at the atelier by appointment.
Cousu main par Hanan
Delivered with care
The library
The originallibrary.
Use the files as supplied.
