SOS Wax Brand + Design System

Luminous Gallery style guide. Fonts, colors, components, voice, awards, booking, SEO/AEO notes, and reference page rules converted into editable Elementor widgets.

Color system

Warm paper and luminous stone form the canvas. Obsidian is reserved for authority bands. Gold is jewelry. Crimson is action.

Warm Paper

#F7F2EA · Primary canvas

Luminous Stone

#FBF8F2 · Alternating section base

Card White

#FFFFFF · Cards and panels

Obsidian

#0F0E0C · Authority bands

SOS Crimson

#D7263D · Buttons and price

Luxury Gold

#D4AF37 · Jewelry accents

Deep Gold

#A8801F · Readable gold text

Ink

#15110B · Headlines

Muted Ink

#655C4E · Secondary text

Hairline

#EEE4D2 · Borders

Typography

Playfair Display for the headline voice.
Gold italic is the key-word gesture.
Montserrat is the working sans for body, labels, buttons, UI, and forms. Body copy: 15–17px, weight 500, generous line height. Eyebrows: uppercase, letter spaced, small, deep gold.

Components

Buttons, price display, authority bands, FAQ accordions, service cards, location/studio picker chips, and review cards should be built with native Elementor widgets and styled from the widget panels.
Primary Crimson
Ghost Outline
Gold CTA

Voice and guardrails

  • Velvet Rope, not FOMO
  • Maintenance Rate, never membership or subscription
  • Insider Rate or honest value, never cheap or discount-salon
  • Outcome language: smooth, radiant, renew, glow
  • No clinical, clinic, med-spa, dermatologist language
  • No glass skin, no dewy, no em dashes