Vrai
www.vrai.coma lab-grown fine-jewellery house whose homepage is a near-empty white gallery, a single yellow-gold solitaire ring floating in bright caustic light above a quiet centred serif headline, set in a black-on-white system with metal-named gradient tokens (white-gold, yellow-gold, rose-gold, platinum) and slow, refined cubic-bezier transitions.
Design tokens
- display
- mendesHeadingFont
- body
- mendesBodyFont (weight 350)
- script
- scriptMtFont
- mono
- none
Do / Don't
Reference it for
- Quiet-luxury restraint: huge whitespace, one product in light, a small centred serif headline, a single understated CTA.
- A strict black-on-white palette warmed only by metal tones, with metal-gradient tokens (yellow-gold #c8ab6e, rose-gold #ceac8b, platinum #c8c8c8, a white-gold gradient).
- A humanist body face at a soft 350 weight paired with a heading face and a script accent.
- Slow, refined CSS-native motion (0.5s cubic-bezier(0.4,0,0.2,1)) instead of any animation library.
- Product-as-sculpture photography: bright caustic light, the stone floating on white.
Do not copy
- The VRAI wordmark, the lab-grown / zero-emission positioning and the exact ring photography are brand identity; borrow the gallery treatment, not the assets.
- mendesBodyFont, mendesHeadingFont and scriptMtFont are bespoke licensed faces; map to a humanist serif/sans plus a tasteful script.
- The metal-gradient palette is tuned to VRAI's gold and platinum SKUs; re-derive metal tones from the client's actual range.
Signature moves
quiet-luxury gallery hero
a near-empty white gallery floats one product in bright caustic light above a small centred serif headline and a single understated CTA, with huge whitespace.
metal-gradient warmth tokens
a strict black-on-white palette is warmed only by metal-named gradient tokens (yellow-gold #c8ab6e, rose-gold #ceac8b, platinum #c8c8c8, a white-gold gradient).
slow refined CSS-native motion
motion is CSS-native at 0.5s cubic-bezier(0.4,0,0.2,1) (plus a decelerate curve) with no animation library, keeping the gallery feel calm.
Related references
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