Murdock London

www.murdocklondon.com/

a heritage British barbershop and grooming brand run as a polished Shopify storefront, deep ink-navy on warm off-white, Montserrat throughout, a hand-script accent for warmth, and a calm 0.3s ease-in-out motion language that keeps the commerce furniture quiet.

Beauty Barbershop flagship

Design tokens

ink-navy

black

white

off-white

grey-light

grey-mid

grey-text

display: Montserrat
body: Montserrat
mono: none

Do / Don't

Reference it for

Single-colour brand discipline: one deep ink navy (#031D40) doing almost all the work on a warm off-white (#F2F3F5), with black and white as support only.
Booking-first navigation: "Book Your Appointment Now" as the first nav item, locations surfaced directly in the menu (Soho, Covent Garden, Shoreditch, Broadgate).
A clean all-caps Montserrat plus hand-script pairing that reads as heritage and craft without fuss.
A calm, retail-appropriate motion language (0.3s ease-in-out) that keeps a busy commerce stack feeling quiet.
A well-tuned Shopify storefront as a realistic reference for a local business that actually sells online.

Do not copy

The third-party stack is heavy (Klaviyo, Bazaarvoice, Feefo, Salesfire, BOGOS and more, 418 requests). Borrow the calm surface, not the script load.
Montserrat is free, but the exact navy-on-bone palette is Murdock's identity; remap the hue to the client's brand.
The hand-script accent only works in small doses (one hero line, the wordmark flourish). Do not set body or nav in script.

Signature moves

single ink-navy retail discipline

one deep ink navy (#031D40) does almost all the work on a warm off-white (#F2F3F5), with black and white as support only, keeping a busy commerce surface calm.

booking-first navigation

Book Your Appointment Now is the first nav item, with locations surfaced directly in the menu rather than buried.

all-caps sans + hand-script heritage pairing

a clean all-caps Montserrat is paired with a hand-script accent (one hero line, the wordmark flourish) reading as heritage and craft, on a calm 0.3s ease-in-out motion language.

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