Vibe guidelines
De-classified.
At Dripcheck Inc., we believe in strong partnerships — and that only works when we communicate our brand’s vibe clearly with all partners and make it easily accessible. While brand guidelines are often kept super secret internally, we decided to make ours public and easy to access for future partners.
Brand Information
Mission Statement
At Dripcheck Inc., our mission is to give people confidence; in what they wear and how they show up. We’re building a company that helps people express themselves, show up with purpose, and feel good about their style every day.
Vision
To redefine how people connect with fashion — making confidence, creativity, and sustainability part of everyday life.
Target Audience
Style-curious people who value self-expression — from trendsetters to everyday explorers finding their vibe. Mostly Gen Z and Millennials, but defined by taste, not age.
Brand Tagline
Step out confident.
Typography
Typography defines Dripcheck’s visual voice — confident, refined, and modern. The primary typeface adds sophistication and trust; the secondary typeface keeps clarity and effortless readability across experiences.
Headings
36px — Used for main headings to create visual impact and guide attention.
Subheadings
18px — Used to organize content into clear sections while maintaining readability.
Body Text
12–14px — Optimized for long-form reading and consistent legibility across devices.
Color Palette
This palette is the foundation of our Quiet Luxury aesthetic. Deep, earthy neutrals evoke calm sophistication and intentional depth. Subtlety is key; avoid high saturation.
Logos
Usage notes: keep clear space, don’t add effects, and don’t alter proportions.
Here are some examples of how the Logo Symbol can adapt to different brand colors.
Imagery
Use of Dee (AI Character Guidelines)
Dee is a proprietary Dripcheck character and part of Dripcheck’s intellectual property.
Her likeness, appearance, and AI-generated representations are intended strictly for internal use by the Dripcheck team.
Dee should not be recreated, or used as input for AI image generation tools outside approved Dripcheck workflows.
This includes creating derivative visuals, lookalikes, or public-facing content that imitates Dee’s likeness.
Any use of Dee beyond internal Dripcheck projects requires explicit written approval from Dripcheck Inc.
The Tone & Vibe
Style: Clean, Contemporary, and High-End. Avoid overly busy shots; focus on the subject with purpose.
Emotion: Confident, Effortless, and Exclusive — aspirational but grounded.
Authenticity: Real moments, real people, minimal staging.
Focus: Always on the vibe and the quality.
Lighting and Color
Natural, soft, and balanced lighting is strongly preferred. Use highlights to show texture and quality; avoid harsh shadows unless purposeful.
Image Sources
For non-proprietary imagery needs—such as mood boards, placeholders, concept exploration, etc unsplash.com is a recommended source.
Please always respect the creator’s license and attribution guidelines where applicable.
