# Peculiar Cargo — Visual Brand Identity & Storytelling Guide **Business:** Peculiar Cargo (peculiarcargo.com) — one-of-a-kind handmade oddities. "Est. for the strange at heart." **Aesthetic direction:** Dark academia / cabinet of curiosities / Victorian naturalist / dark and strange. --- ## 1. Color Palette ### Primary Colors | Color | Hex | Usage | |-------|-----|-------| | Deep Charcoal | `#1A1A1A` | Backgrounds, email templates, social post backgrounds | | Bone White | `#F5F0E8` | Primary text on dark, light backgrounds | | Aged Brass | `#B8956A` | Accents, dividers, buttons, highlight text | ### Secondary Colors | Color | Hex | Usage | |-------|-----|-------| | Oxblood | `#4A0E0E` | Dark accent, depth layers, seasonal content | | Sepia | `#704214` | Warm tones for vintage/antique content | | Dusty Sage | `#7A8B6F` | Naturalist/botanical content accents | | Faded Ink | `#2B2B2B` | Card backgrounds, story covers | ### Color Rules - **Background is always dark** (charcoal or faded ink) for product photography and social content - **Text is always bone white** on dark backgrounds - **Aged brass** is the only accent color — used sparingly for CTAs, highlights, dividers - **Never use bright/saturated colors** — everything should feel muted, aged, Victorian - **Sepia/sage** are seasonal or content-specific (botanical specimens = sage, antique finds = sepia) --- ## 2. Typography ### Primary Font: Serif (Headings, Logos, Brand Voice) **Recommended:** Cormorant Garamond (Google Fonts, free) - Elegant, Victorian-era serif - Excellent at large sizes for headings - Used for: logo, email headers, Instagram post overlays, Pinterest pin titles ### Secondary Font: Sans-Serif (Body Text, UI) **Recommended:** Inter or Source Sans 3 (Google Fonts, free) - Clean, readable sans-serif - Modern counterpoint to the serif headings - Used for: body text, captions, UI elements, email body ### Monospace Accent **Recommended:** JetBrains Mono (Google Fonts, free) - Used sparingly for: specimen labels, "catalog numbers," data-style elements - Adds a scientific/museum catalog feel ### Typography Rules - Headings: Cormorant Garamond, 400-600 weight (never bold) - Body: Inter, 400 weight - Small text/labels: Inter, 300 weight, uppercase, letter-spacing 0.05em - Never use display/decorative fonts — the serif IS the decoration - Maximum 2 fonts per any single piece of content --- ## 3. Photography Style Guide ### Product Photography - **Background:** Always dark — charcoal black velvet or felt - **Lighting:** Single directional light (warm-toned, 3000K-3500K) creating dramatic shadows - **Angle:** Straight-on or slightly above for shadow boxes; 45° for 3D pieces - **Detail shots:** Macro lens, shallow depth of field, focus on texture (wing veins, bone grain) - **Color treatment:** Slightly desaturated, warm shadows, lifted blacks (never pure black) - **Mood:** Museum specimen catalog meets fine art still life ### Process Photography - **Lighting:** Natural window light or warm LED panel — less controlled, more authentic - **Angle:** Overhead for process shots, eye-level for talking head - **Background:** Workbench surface visible — wood, tools, materials in frame - **Mood:** Workshop authenticity, not studio polish ### Lifestyle / Context - **Setting:** Curio shelf, dark bookshelf, Victorian-style desk, beside dried flowers or old books - **Lighting:** Natural, warm, low — golden hour or candlelit feel - **Mood:** "This is how it looks in YOUR cabinet" ### What NOT to Do - No white backgrounds (looks like Amazon product photos) - No bright/flash lighting (kills the mood) - No cluttered frames (one specimen per shot for product, controlled clutter for process) - No watermarks or heavy text overlays on product photos - No stock photos — everything is shot in-house --- ## 4. Graphic Elements & Motifs ### Recurring Visual Motifs | Motif | Usage | |-------|-------| | **Specimen label** | Small bordered text box with species name + "catalog number" style — used as post overlays, story stickers, email section headers | | **Ornamental border** | Thin brass-colored Victorian corner ornaments — used on email headers, carousel covers | | **Anatomical illustration** | Public-domain Victorian naturalist illustrations (Audubon, Haeckel) as background elements | | **Wax seal** | Circular stamp-style graphic with "PC" monogram — used as logo mark, email signature, packaging | | **Dried botanical** | Pressed flower/leaf as accent in layouts — adds organic texture | ### Logo Usage - **Wordmark:** "Peculiar Cargo" in Cormorant Garamond, italic "Cargo" (matching website) - **Monogram:** "PC" in a circular wax-seal style — for avatars, favicons, packaging stamps - **Clear space:** Always 1x the height of the "P" on all sides - **Minimum size:** 80px wide (digital), 1 inch (print) --- ## 5. Visual Storytelling Framework ### Narrative Arc 1: The Product Reveal ``` Setup: Dark frame, specimen barely visible in shadow Tension: Slow reveal — light sweeps across the piece Climax: Full reveal, specimen in dramatic lighting Resolution: Text overlay: "Only one exists. [Etsy link]" ``` **Platforms:** TikTok (15s video), Instagram (Reel or single post), Pinterest (vertical pin) ### Narrative Arc 2: The Process ``` Setup: "Watch this dead thing come back to life" Tension: Raw specimen → preparation → pinning/framing (each step a mini-climax) Climax: The moment of completion — specimen in frame, perfect Resolution: Owner's hands holding the finished piece, slight smile ``` **Platforms:** TikTok (30-45s), Instagram (carousel or Reel), Reddit (educational post) ### Narrative Arc 3: The Story ``` Setup: "This cicada was alive 17 years before it ended up here" Tension: The journey — where it came from, how it was sourced, what makes it special Climax: The finished piece, displayed in context (on a shelf, in a cabinet) Resolution: "Every piece has a story. What's yours?" ``` **Platforms:** Email (main), Instagram (carousel), TikTok (voiceover), Facebook (post + link) ### Narrative Arc 4: The Educational ``` Setup: "Did you know...?" — a surprising fact Tension: Elaboration — the science, the history, the why Climax: The "mind blown" moment — connection to the product Resolution: "Now you know what's on your wall. [Shop link]" ``` **Platforms:** TikTok (30s), Instagram (carousel), Reddit (detailed post), Pinterest (infographic pin) --- ## 6. Platform-Specific Visual Adaptation ### Instagram Grid - 3-column grid, alternating: product hero / process shot / detail macro - Dark backgrounds throughout — the grid should look like a museum catalog at a glance - Carousel covers: specimen photo with small serif title overlay (brass color) - Reel covers: dark frame with specimen, no text (text appears on first frame only) ### TikTok Visual Style - Raw, less polished than Instagram — phone-camera authentic - Overhead process shots with natural lighting - Text overlays in Inter sans-serif, white with subtle shadow - First frame must be visually arresting — specimen in hand, tool in action, or finished piece in dramatic light ### Pinterest Pin Design - Vertical 2:3 ratio (1000x1500px) - Dark background, product centered, small serif title at top - Price in small brass-colored text at bottom - No heavy text — let the image speak - Text overlay font: Cormorant Garamond ### Email Header Design - Dark charcoal background - "The Curio Cabinet" in Cormorant Garamond italic, bone white - Thin brass-colored ornamental divider beneath - Small monogram (PC wax seal) in corner - Max height: 150px — doesn't push content below the fold ### Facebook - Cross-post from Instagram with adjusted crop - Link previews should use product hero images - Cover photo: curio wall image from website --- ## 7. Content Template Specifications ### Story Highlight Covers | Highlight | Cover Image | Content | |-----------|------------|---------| | Process | Overhead shot of tools on workbench | Behind-the-scenes process clips | | Pieces | Finished specimen on dark background | Product reveals, sold pieces | | Care | Text-only on dark background: "CARE" in serif | How to care for specimens | | Reviews | Customer photo or unboxing | Customer posts, testimonials | | FAQ | Text-only: "FAQ" in serif | Common questions answered | | Shop | Etsy listing screenshot | Current available pieces | ### Reel Covers - Dark background, specimen centered, no text - Consistent filter: slightly desaturated, warm shadows - Size: 1080x1920px ### Carousel Template - Slide 1: Hero image + title (serif, brass color) - Slides 2-4: Detail photos or process steps - Slide 5: CTA — "Shop on Etsy" with product photo - Consistent dark background throughout ### Story Template - Dark background (charcoal) - Photo or video clip - Small serif text overlay (max 2 lines) - Interactive sticker (poll, question, link) - Brass-colored divider line at bottom --- ## 8. Mood Board Description **The Peculiar Cargo mood board is a dimly lit Victorian study at midnight.** Imagine: A mahogany desk littered with brass instruments, glass jars, and spread-wing specimens. A single oil lamp casts warm light across pinned butterflies, a raven skull, a geode split open. Behind the desk, floor-to-ceiling shelves of shadow boxes and bell jars, each labeled in elegant handwriting. Dried lavender hangs from the ceiling. A moth beats against the window. The walls are dark green, almost black. Everything is old, cared for, slightly dusty, deeply loved. **Reference imagery:** - Victorian natural history museum displays - Audubon and Haeckel scientific illustrations - Dark academia interiors (think "Crimson Peak" set design) - Antique curio cabinets with brass fittings - Pressed botanical specimens on aged paper - Apothecary shelves with labeled glass bottles **What the mood board is NOT:** - Bright, airy, minimalist - Modern industrial - Cute/whimsical goth - Halloween store aesthetic - Mass-produced oddities --- ## 9. Visual Content Creation Workflow ### The "One Shoot, Five Platforms" System **Session:** 2 hours, every 2 weeks **Output:** Visual assets for 14 days across all platforms ### Step 1: Specimen Staging (30 min) 1. Select 5-6 specimens to shoot (mix of new pieces + classics) 2. Set up dark backdrop, single warm light 3. For each specimen, shoot: - 1 hero photo (straight-on, full piece) - 2-3 detail macros (different angles/features) - 1 lifestyle shot (in context on a shelf) **Yield:** 25-30 product photos ### Step 2: Process Capture (45 min) 1. Set up overhead tripod over workbench 2. Work on 2-3 specimens while filming: - Wide process clip (2-3 min, will be cut to 30-45s) - Close-up detail clip (30-60s raw) - Finished piece reveal (10-15s) **Yield:** 6-9 process video clips ### Step 3: Talking Head (30 min) 1. Phone at eye level, warm front light 2. Record 3-4 short clips: - 1 educational fact - 1 brand story/behind-the-scenes - 1 Q&A response - 1 "what I'm working on" teaser **Yield:** 3-4 talking head clips ### Step 4: Organization & Edit (day after, 1 hour) 1. Rename all files: `[date]-[specimen]-[type].jpg/mp4` 2. Edit video clips in CapCut: trim, add text overlay, add sound 3. Edit photos in Lightroom or VSCO: apply consistent preset (desaturate, warm shadows, lift blacks) 4. Save to platform folders: ``` /assets/YYYY-MM-DD/ /instagram-feed/ /instagram-stories/ /tiktok/ /pinterest/ /facebook/ /email/ ``` ### Step 5: Schedule (30 min) - Schedule Instagram posts (Meta Business Suite) - Schedule TikToks (TikTok Creator Tools web) - Schedule Pinterest pins (Pinterest native scheduler or Tailwind) - Queue Facebook cross-posts - Draft email if new arrivals ### Total Time Investment | Activity | Time | Frequency | |----------|------|-----------| | Shooting | 2 hr | Every 2 weeks | | Editing | 1 hr | Every 2 weeks | | Scheduling | 0.5 hr | Every 2 weeks | | **Total** | **3.5 hr** | **Per 2-week batch** | | **Monthly** | **7 hr** | | ### Equipment List | Item | Purpose | Budget | |------|---------|--------| | Overhead phone tripod | Process shots | $25 | | Ring light or softbox | Product + talking head | $30 | | Black velvet/felt backdrop | Product photography | $12 | | Phone with good camera | All filming | (existing) | | Lapel mic | Clear voiceover | $15 | | CapCut (free) | Video editing | $0 | | Lightroom mobile (free) | Photo editing | $0 | | Canva (free) | Templates, highlight covers | $0 | --- *Strategy based on Visual Storyteller specialist framework. Every visual story has clear narrative structure: beginning (setup), middle (tension), end (resolution). Target: 50%+ engagement increase, 35% brand recognition improvement.*