MOCK & PROPER BRAND MANUAL
13. Brand Do's & Don'ts
Mock & Proper is a premium modern wine brand positioned around sophistication, celebration, craftsmanship, and refined social experiences. The identity balances minimalism with luxury using a clean monogram and elegant gold finish.
Elegant, Modern, Confident, Refined, Premium, Minimal, Authentic, Social.
The circular emblem symbolizes unity, craftsmanship, and timeless quality. The MP monogram creates instant recognition while the gold finish communicates premium positioning.
Primary Gold: #C79A2D, Dark Gold: #A9742A, Black: #000000, White: #FFFFFF
Always maintain clear space equal to the height of the letter M around the logo. Use the primary gold logo on black or very dark backgrounds. Use solid black or white versions where metallic reproduction is unavailable. Never stretch, rotate, recolor, distort, add shadows, or place on busy backgrounds.
Primary Display: Gotham, Avenir Next, or Montserrat SemiBold.Body: Helvetica Neue, Inter, or Source Sans Pro.Digital fallback: Montserrat + Inter.
Letterhead: Logo centered or top-left, black header, gold divider line, contact details in footer.Business Card: Front—logo centered on black. Back—name, title, contact details in gold and white.Envelope: Small logo top-left with gold interior pattern.
Wine bottle labels, packaging, neck tags, shopping bags, tissue paper, signage, exhibition booths, menus, website, social media, email signature, uniforms, delivery vehicles.
Preferred fabrication includes brushed gold acrylic, brass, illuminated halo lettering, matte black backing panels, and dimensional reception signage.
Minimum digital logo width: 120 px. Use SVG for web and PDF/EPS for print. Maintain sufficient contrast and accessibility.
The packaging combines matte black finishes, signature gold accents, and refined typography to create a cohesive luxury experience across wine boxes, hang tags, and shopping bags.
Luxury lifestyle imagery featuring elegant dining, warm ambient lighting, premium glassware, authentic gatherings, and clean compositions.
Confident, welcoming, sophisticated, concise, and premium without being pretentious.
Do use generous spacing, premium finishes, consistent typography, and minimal layouts. Don't overcrowd layouts, alter proportions, change colors, or apply decorative effects to the logo.
