CURATED · OPEN · FREE

Away

A clean, aspirational DTC travel brand that combines high-quality photography with minimalist design.

01

Identity DNA

a premium, direct-to-consumer travel lifestyle brand

02

Color

Clean and minimal with a focus on high-quality photography and typography.

03

Typography

transitional-serif · humanist-sans

• display56px · 500
• headline32px · 500
• body16px · 400
• label12px · 500

Use 'Graphik' for body and navigation. · Use a transitional serif for hero headlines. · Use uppercase and letter-spacing for navigation and small labels.

04

Spacing

4px base, 8px minor, 16px standard, 24px major

05

Surfaces

1px solid rgba(17,17,17,0.1)

rgba(0, 0, 0, 0.06) 0px 2px 2px 0px · rgba(0, 0, 0, 0.07) 0px 4px 3px 0px · rgba(0, 0, 0, 0.24) 0px 1px 2px 0px

06

Layout

Full-width hero image, followed by content sections with generous white space.

07

Motion & Interaction

Subtle fade-in for content sections on scroll. · Smooth color and background-color transitions on hover.

Subtle color or background-color change. · Immediate visual feedback with a slight scale or color shift.

08

Components

• button Minimalist, black text on white background with a 1px black border or no border.
• card Simple cards with high-quality photography and minimal text overlays.
• chip Pill-shaped buttons for filters or categories.
• input Clean, underlined or bordered inputs with minimal styling.
• hero Full-bleed photographic hero with large serif or sans-serif headlines and a clear call-to-action.

09

Voice & Don'ts

• Tone Confident, aspirational, and direct.
• Headlines Short, impactful, and often uses a serif font for emphasis.
• CTAs Direct and action-oriented, often in uppercase.

• Don't use a dark background for primary content areas — the screenshot shows a white (#FFFFFF) background.
• Don't use a bright, saturated accent color for primary buttons — the screenshot shows black text on a white button with a black border.
• Don't use a sans-serif font for the main headline — the screenshot shows a transitional serif font for 'Get Away'.
• Don't use rounded corners on cards or buttons — the screenshot shows sharp, square corners.
• Don't use a multi-column layout for the main hero — the screenshot shows a single, full-bleed image.
• Don't use small, dense text in the navigation — the screenshot shows uppercase, spaced-out labels.
• Avoid: Cluttered layouts
• Avoid: Overly complex color schemes
• Avoid: Heavy use of decorative elements

10

Inside the pack — real screenshots

Captured from the live site · real computed styles

11

System prompt

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