eminere_brand

MISSION

Eminere’s passion for horology has driven us to provide a platform for aficionados, traders and serious collectors to explore, learn, trade and be guided through the world of fine and rare watch collecting. Driven by our expertise and enthusiasm, we aim to cultivate an unparalleled experience for connoisseurs of luxury.

Vision

Our vision is for Eminere to become the premier destination for luxury items across a range of categories, setting new standards in quality and service worldwide.

Values

Exclusivity
Curating a selection of the finest items for our discerning clientele.
Expertise
Leveraging deep knowledge across multiple luxury categories to guide our clients.
Passion for Luxury
A broad love for all things luxurious, driving every interaction.
Innovation
Continually exploring new ways to enhance our client’s experience.
Integrity
Ensuring authenticity and trust in each item we trade at every client touchpoint.

Promise

We provide an experience to our clientele on par with the care and attention that has gone into making the exquisite products we offer.

PERSONALITY

Fresh
Confident, but also relaxed.
Sophisticated
Expert and refined across various luxury markets.
Adventurous
Always exploring new categories and experiences in luxury.
Personal
Offering a tailored experience to each client, regardless of their interest.
Visionary
Leading the way in luxury trends and expanding the boundaries of traditional luxuries.
Inclusive
Embracing a wide range of luxury interests while catering to diverse tastes.

Brand Voice

Introduction

Eminere's brand identity system is more than a look. It speaks to people.
Our appearance, the words we use, and the tone of our voice says a lot about who we are and what we believe in. They convey our personality and establish a human relationship with our audience.

These guidelines help us understand our intended brand personality and voice. They help us more consistently express this personality and voice throughout our communications.

RULE OF THUMB

Exclusive products, inclusive language

The use of everyday language invites all audiences to engage with us. Typically, the style of language that others use in this field can come across as elite or snobbish, creating a barrier for new potential collectors. A simple shift toward inclusivity and everyday language will signal that a new and more welcoming attitude is occurring within the luxury collectors market.

brand tone

We aspire to be

Welcoming

Inclusive

Refreshing

knowledgeable

Our tone is

Positive

reassuring

Erudite

Accurate

Our communication is

Inspiring

Relatable

Engaging

Educational

Energetic

Not

Verbose

Boring

Righteous

Condescening

writing considerations

What is your primary purpose?

Determine whether you want to inspire, educate, or invite. Write to support that purpose.

What is the context?

Be considerate of where the writing shows up. Is it a public forum, like Instagram, or a more personal channel, like someone’s inbox? How much clutter will it need to cut through?

Can it be shorter?

Consider the placement, context, and goals of the writing. Always aim for brevity. When writing for digital spaces, account for character limits and optimize for SEO.

Examples

Welcoming and Positive

Discover the unparalleled craftsmanship of the Eminere Perpetual. This masterpiece blends timeless elegance with cutting-edge technology, ensuring every moment is captured with precision. It’s not just a watch; it’s a statement of sophistication and a testament to your discerning taste.

Educational and Engaging

The Eminere ChronoSport is a marvel of horological engineering. Featuring a self-winding movement and a chronograph function, it caters to both aesthetic appeal and functionality. This watch is perfect for those who appreciate the intricate art of watchmaking.

Welcoming and Positive

Step into the world of luxury with this Eminere classic. Its minimalist design and impeccable detailing make it an essential addition to any collection. Whether you’re a seasoned collector or new to the realm of luxury watches, this piece promises to elevate your style effortlessly.

Refreshing and Knowledgeable

Introducing the Eminere Heritage Edition – a celebration of tradition and innovation. With its vintage-inspired design and modern mechanics, this watch bridges the past and present, offering a unique experience for enthusiasts who value both history and contemporary elegance.

Logo

PRIMARy marks

We have two primary marks, a Wordmark and Logomark. Note: They are not to be used on the same surface together or share screen space. It's one or the other.

EMINERE

secondary marks

There are a variety of alternate marks for both the Wordmark and Logomark.
Each have specific use cases to maximize contrast.

EMINERE

Spacing

Each Mark needs space to breathe.
Don't place any other graphic elements inside the dotted lines.

EMINERE

Typography

introduction

At the heart of the identity is our unique typographic voice. Type influences the tone of language and brand expression.

PRIMARY Typeface

Emin Serif (and Italic)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

secondary Typeface

Emin Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

TYPE setting

When setting type, the leading should be consistent across various applications. Leading refers to the space between lines of text. Note: Emin Serif and Serf Italic tracking is to be set to 0 rem throughout.

Heading set at 1.1x font size

Sub-heading set at 1.3x font size

Body copy set at 1.4x font size

tracking

For Emin Sans, tracking - the space between glyphs - changes between sizes and whether Capitalized. Titles and Sub-titles should only have Capitalized first letters of the sentence.

menu items set at 0.1 rem

Informational text and captions at 0.01 rem

HIERARCHy

Size, scale, and position all play a factor in how information is read. Always ensure there is a purposeful difference between type sizes. Type sizes here are as an example only.

Title

The body copy paragraphs are left aligned, ragged right but can be used as centered sub-titles if the content is two lines or less. Ideally, in a given block of text each line will be no more than 18 words in length to aid readability.

Colour

introduction

Color plays an important role in how the identity comes to life. Color amplifies brand expression and our personality.

COLORS

Greyscale and Oranges

181818
24, 24, 24
0, 0, 0, 91

2C2C2C
44, 44, 44
0, 0, 0, 83

AFAFAF
175, 175, 175
0, 0, 0, 31

C7C7C7
253, 114, 70
0, 55, 72, 1

D7D7D7
215, 215, 215
0, 0, 0, 16

F9F9F9
249, 249, 249
2, 1, 1, 0

000000
0, 0, 0
0, 0, 0, 100

FFFFFF
255, 255, 255
0, 0, 0, 0

F2F2F2
242, 242, 242
0, 0, 0, 5

F65421
246, 84, 33
0, 66, 87, 4

E14D1E
225, 77, 30
0, 66, 87, 12

FD7246
253, 114, 70
0, 55, 72, 1

Photography

introduction

Photography plays a key role in presenting the brand. Presenting products in a clean and consistent manner will go a long way to reassuring customers.

studio / product

Each product is to be shot in a studio setting with consistent light and placed on a clean background #E5E5E5. Straps are cropped. Four angles for each product.

environmental

Enviornmental shots to be of the highest quality and well lit.

SOcials

Social photography and video can be shot on iPhone but preferably on a dedicated camera and maintain a high production value.

Motion

introduction

Our identity system is often more digital than physical; as such we have an opportunity to animate elements.

animated logomark

Bookends to our website and videos. Note: At the end of a video our web address should only fade up once to the Logomark animation has completed.

eminere.co

SOcials

Social video can also be shot on iPhone with captions set in #FFFFFF and #D7D7D7

The Rolex Submariner
is one of the most

sought after timepieces
in the world at the moment

eminere.co

Applications

introduction

The key elements to our out-facing brand identity are our stationary and digital collateral.

stationary

Letterhead, evelopes and business cards

packaging

Watch box (round version)

packaging

Minimalist Security tag & Shopping bag and alternate box

Store concept

Understated, functional storefront branding

website

Responsive website

Yeah Nah

introduction

If you're even thinking about doing any of these, think again!

logo

Drop shadows, outlines, distortion, alternate colors or misplacement is a big no no.

photo/video

Drop shadows on product shots, shallow depth of field (blur), stretching or poor cropping and generally weak photography (unretouched) will not be tolerated.

Resources

introduction

Only use the download links below once you have read and fully digested these brand guidelines.

DOwnloads

Various elements for designers to use