Scott Fraser Collection
scottfrasercollection.com/The reference for a menswear e-commerce hero that fills a full amber panel (#E9AD45) with a jammed-tight condensed-black wordmark (Avenir-Bold) beside a grainy vintage video, then breaks the grid with hand-scrawled marker copy.
Retail flagship
Design tokens
background
surface
text
accent
tone1
- display
- Avenir-Demi
- body
- Inter
- mono
Do / Don't
Reference it for
- Split hero: full-bleed grainy 70s/80s video on the left, a solid saffron colour panel (#E9AD45) on the right holding the wordmark and nav
- The wordmark move: SCOTTFRASERCOLLECTION set as one unbroken all-caps line in a heavy condensed sans (Avenir-Bold / AvenirNextLTPro-BoldCn), tracked tight to span the full panel width
- Hand-drawn marker headline 'From London With Love' overlaid on the flat colour block, breaking the clean geometry with human handwriting
- Pure black (#000000, 1092 uses) on saffron and on white, near-zero chrome: 0px border-radius everywhere, no shadows (all shadow-opacity tokens 0.0)
- Tiny boxed category labels (KNITWEAR, TROUSERS) as white rectangles with a thin black border sitting over product photography
- Sticky black icon bar top-left (menu, account, search, cart) at 44px header height, floating over the imagery
- Announcement bar strip: black text on white running shipping thresholds (UK £350 / USA £400 / ROW £500), 14px
- Horizontal swipe/scroll product rail cued by literal 'SWIPE' and 'SCROLL' affordance labels
Do not copy
- The SCOTTFRASERCOLLECTION wordmark and the exact one-line condensed lockup
- The 'From London With Love' hand-marker script and its specific strokes
- The exact saffron #E9AD45 as a whole-brand identity colour
- The vintage skateboarding film clip and any of the real garment photography
- Brand copy: the snake-belt / Griffith Polo product stories and made-to-order London voice
- The 'Site by Forty Eight Point One' studio credit
- Founder / model likenesses in the lookbook imagery