Screenshot of Frama

Frama

framacph.com

The reference for editorial furniture-and-apothecary commerce: full-bleed lifestyle film on pure white with hairline-only structure, set in Univers at 400 weight with tight -0.4px tracking so the product photography carries all the warmth.

Retail flagship

Design tokens

background
surface
text
textMuted
accent
tone1
display
Univers
body
Univers
mono

Do / Don't

Reference it for

  • Full-bleed hero photograph edge-to-edge with a thin 1px black underline separating a transparent nav from the image (borderRadius:[] everywhere, nothing is rounded)
  • Univers (UniversLTPro-55Roman) at a single 400 weight for the entire type system, no bold anywhere, weight is never the hierarchy device
  • Negative letterspacing as the signature: -0.12px on body 12px, -0.4px on 16px, tightening the grotesque so it reads considered not systemy
  • Two-size type economy: 12px (let-count 537) for nav/labels/prices and 16px (357) for the rest, with rare 47px display moments only
  • Pure achromatic palette: black #000000 text on white #FFFFFF, grey #A0A0A0 for secondary, #636363 for the third tier, zero brand colour
  • 6px baseline gap unit repeated 430 times, tight product-grid rhythm; larger blocks step to 8px
  • Bottom-left DISCOVER text button with a thin arrow inside a hairline box, overlaid on the hero rather than centred
  • All-caps micro eyebrows (DISCOVER, BESTSELLERS, VIEW ALL, SHOP, READ GUIDE) at 12px as the wayfinding voice

Do not copy

  • The FRAMA wordmark and the specific all-caps grotesque logo treatment
  • Univers LT Pro itself (licensed foundry face, choose your own grotesque)
  • The Copenhagen interiors photography and the specific model/room lifestyle shots
  • Product names and copy (Union Series, Shelf Library, Herbarium, Apothecary)
  • The Shopify/atlas commerce chrome and the Gorgias chat bubble
  • The exact euro pricing and product catalogue