The SET Brand Guidelines

a complete classic wardrobe
layered with a sophisticated
trend edit.

essential classics

Think Parisian clothing staples to create the must have classics to underpin your wardrobe. From comfortable cool hoodies, to jersey tops.

affordable style

Style shouldn’t have a high price tag.  Clean and simple design aesthetic can look expensive. Creating your style made easy!

effortless trend

Effortless trend that is easy to wear, featuring the classic key trends of the season.
‍

Affordable

Style should be accessible, so we deliver affordable quality.

understated style

Our style is understated. That’s the key to looking chic.

chic casual

Stylish casual clothing, with easy effortless shapes. Great hand feel and comfort.

classic

A classic foundation ensures  we are timeless and tasteful.

effortless trend

We deliver only sophisticated trend and don’t jump on fads.

fashion editors

We select the perfect seasonal wardrobe by editing the key trends and looks.

The logo should always be used at a modest scale, acting as a subtle supporting signature. It should never dominate layouts or distract from products, content, or editorial hierarchy.

A5 PR Mailer Postcard
20mm wide

A3 Moodboard
30mm wide

Website Feature
100 pixels wide

Digital executions will quite often be dictated by accessibility requirements.
‘The’ should never go smaller than 16 pixels high.

Display Ad 970x90
16 pixels high

Instagram Post 1080 x 1350
25 pixels high

Website Feature
26 pixels high

Digital executions will quite often be dictated by accessibility requirements. ‘The’ should never go smaller than 16 pixels high.

Inter Medium 0 spacing
Size 34

Inter Regular 0 spacing
Size 16

Line Height / Leading 20

Inter is the core brand typeface for The Set and underpins all everyday communication. It is used for body copy, product descriptions, UI elements, captions, and longer-form editorial text where clarity and consistency are essential.

Neutral and highly legible, Inter provides structure across all touchpoints and should remain the dominant typeface in any layout. It ensures the brand feels considered, modern, and easy to engage with allowing other visual elements to lead.

For body copy it should be used in Regular sentence case. For headlines it can be used in Medium caps. Line height / heading should be +4 of the font size.

Example 1

Utile Display is a supporting, expressive typeface used to add emphasis and identity to the brand system. It is reserved for naming and numbering colour palettes, packs, and drops, as well as for short, impactful headers.

Utile Display is not a replacement for the core font, but a tool for hierarchy and expression, used sparingly to highlight key moments and reinforce the seasonal, curated nature of  The Set.

It should be used only in the weight ‘Light’ and always in full captials only. The letter spacing should be +5% (Figma) / +50  (Adobe software) and all copy should be short enough to fit on one line.

Example 2

Utile Display
Size 30
Line Height / Leading 34
Spacing +50 / Tracking 5%

Inter Regular
Size 18
Line Height / Leading 22

Inter Regular
Size 30
Line Height / Leading 34

Utile Display Light
Size 28 / Spacing +50
Tracking 5%

Inter Regular
Size 18
Line Height / Leading 22
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Like the portrait executions, grids should always have a 12 column grid with a narrow gutter and margin of 5 pixels. For printed executions, a 12 column grid should be used with gutters and margins 3mm.

Grids should always have a 12 column grid with a narrow gutter and margin of 5 pixels. For printed executions, a 12 column grid should be used with gutters and margins 3mm.

Guiding questions

Does it feel curated yet effortless?

Does it help curate wardrobe and home simply and stylishly?

Is it elevated but unfussy?

Copy should reflect the cool ease of THE SET and amplify quality for the value (without saying it). We are about easy-to-style outfits, modern multipacks, minimalist homeware with a twist and timeless tones that work together.

THE SET words

Staples
Easy Layers
Cool
Sophisticated
Classic
Timeless
Essentials
Simplified
Modern
Considered
Clean
Balanced
Curated
Emoji use: selective and minimal eg 🖤🤍

Not THE SET words

Must-Have
Game Changer
Statement-Making
Trendy
Get them now!

GENERAL COLLECTION SPOTLIGHT

Looking effortless wherever you go. Your most wearable outfits are a click away.

New collection. Same effortless feel.

A reconsideration of an everyday wardrobe -  define your effortless style with THE SET. 🖤

Style your space like you style your wardrobe.

PRODUCT SPECIFIC

Classic shirting by THE SET.

Our 2-pack Oxford Shirts are cut from soft, heavy cotton, with a slightly oversized fit for a modern, relaxed look.

Your bathroom, your sanctuary. Enhance it with rich cotton popcorn towels and practical accessories.