The House of imé — Brand Identity Deck
The House of imé stands for quiet luxury, tactile sensuality, and enduring memory. Where fast fragrance relies on loud marketing, IMÉ relies on 30%+ Extrait de Parfum concentration, historic European oil sourcing, and Copenhagen design restraint.
Signature Promise
“Wear the feeling, become the memory.” Expressing intimacy without shouting.
Extrait Strength
30%+ fragrance oil concentration providing 8+ hours of evolving sillage on skin.
Danish Heritage
Formulated & bottled in Copenhagen, Denmark under Scandinavian quality controls.
The primary logotype features high-contrast serif letterforms with custom letter-spacing (0.3em) and the acute accent (é) honoring the House’s namesake.
IMÉ
The House of imé
Construction & Spacing Rules
• Primary Wordmark: All-caps IMÉ with 0.3em letter-spacing.
• Sub-brand Tagline: “The House of imé” in Urbanist 0.35em tracking.
• Clearspace: Minimum padding equal to the height of the letter ‘I’ on all sides.
• Minimum Size: 18px height on digital screens; 12mm in print.
A classic dual-type pairing combining high-contrast French-inspired display serifs with clean geometric sans-serif UI typography.
Cormorant Garamond
Primary Display & Serif Font
Cormorant Garamond Light 300 · Regular 400 · Italic 400
Urbanist
Primary Body & UI Sans-Serif Font
Urbanist Light 300 · Regular 400 · Medium 500 · SemiBold 600
A disciplined, high-end quiet luxury palette rooted in deep matte blacks, warm ivory editorial text, and brushed champagne gold accents.
Matte Noir
#000000 / #050505Base background canvas & bottle packaging
Champagne Gold
#D4AF37 / #C5A059Foil accents, note labels, active borders
Warm Ivory
#FAF8F5 / #FFFFFFPrimary headlines & editorial prose
Muted Sandstone
#141414 / #A3A3A3Card containers & secondary body metadata
Art-directed campaign photography highlighting mixed-race couples holding authentic IMÉ Extrait de Parfum bottles in Scandinavian daylight.
Intimate Sanctuary
Black Female & White Male · Extrait de Parfum
Quiet Distinction
White Female & Black Male · Eternal Sillage
Nordic Elegance
Black Female & White Male · Formulated in Denmark
Glass Architecture
Heavy-weight German glass bottle with sharp architectural bevels and crystal clarity.
Weighted Magnetic Cap
Custom matte black cap with solid magnetic closure engraved with the IMÉ monogram.
Gold Foil Stamping
Tactile gold foil lettering on soft-touch matte black unboxing presentation box.
Strict Quiet Luxury Guidelines
Tone of Voice: Sensual, understated, poetic, and quietly confident.
Strict Banned Words: Zero usage of discount or mass-market phrasing (cheap, clone, dupe, hype, must-have, best ever, "luxury for less").
Zero Designer Comparison Rule: Absolutely 0 "inspired by" comparisons in public client code or marketing copy.
Symmetrical Matrix Grid
Interactive 5-box fragrance matrix grid (2 left, center highlight, 2 right).
Mailchimp Prelaunch Engine
Subscribers synced with tags ["ABWA-10th", "Prelaunch-15%"] and 15% code (IMEVIP15).
AI-Ready Search Feed
Root /llms.txt and /api/llms-feed serving structured data to AI engines.