Secret Gate

The opening chapter divider puts the promise before the rules, 'French savoir-faire' hand-brushed at a 6° tilt over ambient craft photography, the first appearance of the handstyle that carries the whole book.

Chapter

Introduction

Device

Viva Beautiful Pro, rotated 6°

Role

Positioning statement

Year

2026

Five values hold the platform together, creativity, audacity, exploration, sharing and savoir-faire. Every later decision in the book is argued back to one of them rather than to taste.

Chapter

Introduction

Values

Creativity · Audacity · Exploration · Sharing · Savoir-faire

Use

Filter for campaign and product briefs

Year

2026

Four tools, one system: logotype and brand sign, colour, typographies and visual style. Each has a defined role, so nobody has to invent the brand again to make a poster.

Chapter

The tool kit

Elements

Logotype & sign · Colour · Typography · Visual style

Principle

Every tool used at the right place

Year

2026

The signature set: the Secret Gate logotype with its Arabic lock-up and the brand sign that stands alone at small sizes. One of the two is required on every communication tool the brand issues.

Chapter

The tool kit

Lock-up

Bilingual, Latin and Arabic

Rule

Presence required on all applications

Year

2026

Three colours, balanced: SG Green (Pantone 567 C) for authority, Cannoli Cream #F2F0E2 for warmth, and white doing the work in the background. The balance between them is what makes the brand recognisable at a glance.

Chapter

The tool kit

Primary

SG Green, Pantone 567 C

Secondary

Cannoli Cream #F2F0E2 · White

Rule

White holds the background

Two photographic templates cover everything: ambient visuals for corporate positioning and live moments, and white-background visuals for product focus. Both share one filter, dense warm hues with blacks slightly desaturated.

Chapter

The tool kit

Template 1

Ambient, craft, people, live moments

Template 2

White background, product focus

Filter

Dense warm hues, desaturated blacks

The visual style shown rather than described, a spread of ambient and product frames that sets the reference level for every future shoot, from hands and ovens to a single pastry on cream.

Chapter

The tool kit

Use

Shoot reference and image selection

Tone

Human, warm, craft-led

Year

2026

Two families do all the talking. Baloo Thambi 2 in uppercase, light mixed with bold, carries titles and bodycopy; Viva Beautiful Pro, always rotated 6°, adds the spoken hand. The mix is what keeps the system alive between craft and conversation.

Chapter

The tool kit

Primary

Baloo Thambi 2, light & bold, uppercase

Accent

Viva Beautiful Pro, handstyle, 6° rotation

Rule

Handstyle reserved for special titles

The voice chapter opens the way the brand speaks: a fragment of a line, hand-brushed across a photograph, finished before you expect it to be.

Chapter

Tone of voice

Style

Short, bold, free and positive

Accent

A French sense of humour

Year

2026

A working library of brand lines, 'Taste is our Daily Travel', 'Smell and Smile', 'Sharing at Heart', '4th Generation Baker', 'Better Quality Better Life'. Short sentences, drawn as artwork, so the brand always speaks in the same hand.

Chapter

Tone of voice

Lines

Taste is our Daily Travel · Smell and Smile · Sharing at Heart

Use

Posters, packaging, social, in-store

Year

2026

The turn from rules to reality. From here the book stops explaining the toolkit and starts showing what it builds, menus, posters and corporate pieces made only from the four tools.

Chapter

The examples

Role

Application section divider

Rule

Nothing new introduced past this point

Year

2026

Menus built from corporate simplicity, Baloo Thambi 2 condensed light for titles with mixed body sizes, condensed bold for the copy, and the three-colour palette carrying the hierarchy instead of rules and boxes.

Chapter

The examples

Type

Baloo Thambi 2 condensed, light & bold

Palette

White · Cannoli Cream · Pantone 567 C

Application

In-store menus and boards

Posters carry the lifestyle: a full-bleed ambient visual, the typography combination on top, and the brand sign as signature. 'Les Rendez-vous de Secret Gate' becomes a repeatable campaign format rather than a one-off layout.

Chapter

The examples

Build

Ambient visual + typography + brand sign

Format

Repeatable campaign template

Application

In-store, façade, events

Stationery closes the system, letterhead, business cards and e-mail signature built only from colour, logotype and Baloo Thambi 2. No photography, no handstyle: the corporate face stays deliberately quiet.

Chapter

The examples

Range

Letterhead, business cards, e-mail signature

Rule

No photos, no Viva Beautiful Pro

Location

Riyadh, KSA

The book signs off the way the brand does: short line, warm colour, open invitation. A brand spirit is only useful if the people using it keep talking to each other.

Chapter

Thank you

Role

Closing and contact page

Studio

Glare, Creativity Mark

Year

2026