Zero Odor · Zero Compromise
Aspirational Premium Baby Nursery Hardware
Patented No-Odor Escape Seal Technology
V1.0 · CONFIDENTIAL
Contents
This document is the definitive reference for all PurVault brand expressions. It governs how the brand appears across digital, print, and physical environments. All creative executions must conform to these guidelines before publication.
Brand Foundation
"The nursery is where it begins. We built PurVault for parents who design their world with intention — and refuse to make exceptions."
Every diaper pail on the market either leaks odor, relies on proprietary bag lock-in, or looks like a medical waste bin. Parents who spend thousands building the perfect nursery deserved better — and nobody had built it yet.
A patented no-odor escape seal that mechanically prevents odor — not masks it. Combined with a dual-chamber design that isolates each diaper before sealing, PurVault is the only system backed by engineering, not chemistry.
PurVault is the aspirational premium baby diaper pail for parents who refuse to compromise on their nursery environment. We are the Dyson of diaper pails — built around a patent, sold on design.
Zero Odor.
Zero Compromise.
Age 28–38 · HHI $120K+ · Urban & suburban
Buys Dyson, Lovevery, UppaBaby
Researches obsessively · Trusts peer reviews
Treats the nursery as a designed space
Logo System · 01
The P icon is built in an obsidian rounded square — the brand's primary dark color. A bold parchment-white P letterform sits inside, with a Warm Sand accent dot at the lower right. It reads instantly at any size from 16px favicon to billboard, and carries the full brand personality in a single mark.
PURE is set in light weight with generous tracking — airy, clean, aspirational. VAULT is set in medium weight — solid, protective. The Warm Sand rule between them is the brand's signature accent: warmth in a clinical world. Neither word is subordinate; together they are the promise.
Logo System · 02
Logo System · 03
The minimum clear space surrounding the logo is equal to the height of the icon mark (×). No other graphic elements, text, or imagery may appear within this zone. This protects legibility and brand dignity across all applications.
24px min
Digital icon
0.4 in min
Print icon
120px · 1.25 in min
Full horizontal lockup
Logo System · 04
The logo must never be altered, distorted, recolored, or improperly placed. The following examples illustrate incorrect usage.
Do not stretch or distort
Do not use unapproved colors
Do not place on busy backgrounds
Do not rotate or tilt
Do not add effects or shadows
Do not pair with unapproved typefaces
Color System
The PurVault palette is built around warmth and restraint. Obsidian anchors authority. Warm Sand signals luxury. Sage Mist communicates purity and freshness. Parchment replaces stark white — warmer, more tactile, more human.
Obsidian
#1A1F24
RGB 26 · 31 · 36
CMYK 72 · 60 · 51 · 87
Pantone 433 C
Warm Sand
#C5A98B
RGB 197 · 169 · 139
CMYK 0 · 14 · 29 · 23
Pantone 7502 C
Parchment
#F7F4F0
RGB 247 · 244 · 240
CMYK 0 · 1 · 3 · 3
Pantone 9222 C
Sage Mist
#8DA99A
RGB 141 · 169 · 154
CMYK 17 · 0 · 9 · 34
Pantone 558 C
Deep Slate
#2C3540
RGB 44 · 53 · 64
CMYK 69 · 55 · 44 · 71
Pantone 432 C
Warm Mist
#E4DFD8
RGB 228 · 223 · 216
CMYK 0 · 2 · 5 · 11
Pantone 9160 C
Pure White
#FFFFFF
RGB 255 · 255 · 255
CMYK 0 · 0 · 0 · 0
Pantone 000
Obsidian is the primary brand color. Use it for all primary text, the icon mark, and dark backgrounds. It replaces pure black everywhere — never use pure black (#000000) in brand materials.
Warm Sand is the accent — use it sparingly for the separator rule, price callouts, and secondary CTAs. Never use it as a primary background. Sage Mist is reserved for sustainability, air quality, and eco messaging only.
Typography · 01
Cormorant
Garamond
Weights: Light 300 · Regular 400 · Light Italic
Use for: campaign headlines, editorial callouts, hero copy, pull quotes
google.com/fonts → Cormorant Garamond
DM Sans
Use for: all body copy, UI text, captions, navigation, subheadings, marketing copy
google.com/fonts → DM Sans
DM Mono Regular
Use for: hex codes, specs, measurements, page numbers, label tags, product certifications
google.com/fonts → DM Mono
Typography · 02
— Headlines: Cormorant Garamond only
— All UI & body: DM Sans only
— Avoid bold above 500 weight in body text
— ALLCAPS requires DM Sans, never Cormorant
— Never center-align body paragraphs
— Minimum line-height 1.6 for body copy
— Minimum contrast ratio 4.5:1 (WCAG AA)
— Large display: 0 or –0.01em
— Subheads: +0.04em to +0.08em
— Labels / allcaps: +0.14em to +0.22em
— Body copy: 0 (default)
— Wordmark: +0.36em (logo use only)
— Never use tight tracking on small text
Visual Language
Photography communicates what copy cannot. Every image PurVault uses must feel like it belongs in an editorial spread — intentional, clean, aspirational. Not a baby product catalogue. Not stock imagery.
Product on warm white · studio editorial
Nursery context · designed room · natural light
Dark backdrop · detail shots · mechanism close-up
— Matte, warm surfaces (oak, linen, plaster)
— Natural directional light from windows
— Negative space — let the product breathe
— Real skin tones (no stock-photo perfection)
— Minimal props — 3 items max in frame
— Product mechanism detail shots
— Bright primary colors in the background
— Posed, commercial stock photography
— Cluttered, busy room settings
— Harsh direct flash or studio ring lights
— Cartoon or illustrated baby imagery
— Competitor products visible in frame
Voice & Tone
"Speak like the premium product you are — never sell, always solve."
Confident, Not Arrogant
State facts. Let the patent do the talking. We don't compete with Diaper Genie — we make the category irrelevant. Never position by putting others down; let the technology stand alone.
Clinical, Not Cold
Precision and warmth can coexist. Write about engineering with the same warmth you'd use discussing parenting. The seal is airtight. The care is too.
Aspirational, Not Exclusive
We are premium but never snobbish. The parent who buys PurVault values doing things right — not status signaling. Speak to standards, not price points.
Direct, Not Brief
Short sentences. Clear claims. Every word earns its place — but never at the cost of explaining the why. Premium products deserve explanation, not just assertion.
Write This
"Engineered to seal every diaper before it becomes a problem."
"Your nursery guests will never know it's there."
"A patent-backed seal. Because engineering is the only odor solution that lasts."
"Designed for the nursery you actually built."
Not This
"Say goodbye to diaper smells forever!!!"
"The #1 baby product parents love 😍"
"Other pails just don't cut it. PurVault is different."
"Premium quality for your little one's nursery room."
Logo System · 05
Two alternate concept directions were developed. These are approved for campaign-specific use only and must never replace the primary Vault Seal logo in brand identity contexts.
Two interlocking ovals reference the dual-chamber mechanism directly. Sand accents mark the bridge between chambers — the sealing moment. Use in product tech explainers and patent marketing.
A premium shield form containing the PV monogram. References heritage craft and quality marks. Use for packaging embossing, wax seals on packaging inserts, and premium retail contexts.
Zero Odor · Zero Compromise
purvault.com
© 2025 PURVAULT · BRAND GUIDELINES V1.0 · CONFIDENTIAL