Drunk Elephant
www.drunkelephant.coma playful clean-skincare DTC store built on a charcoal-on-white base lit up by candy pastels, mint and neon-lime, with bouncy float-and-wink micro-motion, rounded product cards and a chatty, ingredient-led voice.
Design tokens
- display
- Sainte Colombe / Sentinel (serif)
- body
- Brown (Lineto grotesque)
- mono
- none
Do / Don't
Reference it for
- A clean-beauty or skincare DTC that wants a sober base (charcoal on white) energised by product-keyed pastel accents rather than a single brand colour.
- Playful but restrained micro-motion: slow floats, a wink, subtle drifts, used as personality, not spectacle.
- Rounded product cards (~5px radius) in swipeable carousels for bestsellers and lifestyle ("drunk life") content.
- A coloured welcome / region modal that sets a warm tone (here lilac, "welcome to Drunk Elephant").
- Ingredient-led, friendly retail voice that teaches while it sells.
Do not copy
- The pastel-per-product colour coding and the elephant/"drunk" naming are the brand's identity; borrow the sober-base-plus-pastel-accent structure, not the specific hues or puns.
- Brown, Sentinel and Sainte Colombe are licensed; map to a comparable geometric-ish grotesque plus an editorial serif.
- The float/wink motion suits a playful beauty brand; on a clinical or trust-led product it would undercut credibility.
Signature moves
sober base lifted by product-keyed pastels
a charcoal-on-white base is energised by candy-pastel accents keyed per product rather than one brand colour, with rounded ~5px product cards in swipeable carousels.
playful float-and-wink micro-motion
slow floats, a wink and subtle drifts act as restrained personality (GSAP plus Swiper), motion as character not spectacle.
Related references
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