01
Typography
“QUOTE THE NOUN” ALWAYS
Helvetica Bold all-caps, 0.15em tracking, wrapped in true typographic quotes. The word becomes the product label; the label becomes the design.
02
Color
THREE COLORS, NO PASTELS
Pure black, industrial-safety yellow, pure white. Slate gray earns the muted seat. No cream, no warm luxury beige, no decorative tint — restraint is the brand.
03
Geometry
ZERO RADIUS, ONE STRIPE
Every corner ships at 0px. The 45° caution-tape stripe appears once per section as a bookend, never as wallpaper. Sharp edges, deliberate accents.
04
Surface
LABEL IT LIKE PACKAGING
Hangtags, serial numbers, mono-spaced SKUs, hairline borders at 1px solid black. Every card behaves like a factory ticket; every ticket earns its hairline.