Rifle Paper Co. brand
guidelines

Build visual work around original hand-painted artwork, especially lush florals and botanicals. The paintings begin in gouache; translate their layered, handmade character into patterns with clear illustrative detail and lively color. Illustrated characters, animals, travel scenes, and still lifes are also part of the brand’s visual vocabulary.

Use patterns as expressive artwork across paper goods and lifestyle products. Let pattern scale and colorways vary by design and product; preserve the distinct character of the specific pattern rather than flattening every design into a generic floral.

Show Rifle Paper Co. designs in the context of the products they are made for, from stationery and greeting cards to wallpaper, textiles, home décor, and gifts. Favor images where the artwork, product finish, and useful details can all be appreciated. The brand presents both close product views and room or lifestyle contexts.

For web work, use a light interface with a white background, gray text, and the deep green accent. The primary button uses a square-cornered green fill with white text; the secondary button uses a white fill, gray text, and a dark outline. Keep button treatments restrained so product illustrations remain the visual focus.

The type roles are Fortescue for headings, Miller Text for body copy, and Caslon’s Egyptian for labels and buttons. Match font weights to the specific role; do not apply one weight indiscriminately across the site.