Complete Brand Guidelines
TABLE BAY
Curtains & Blinds
"We've been draping the Cape since 1997"
Version 1.0

Contents

Section 00

Brand Story

The heritage, purpose, and promise behind Table Bay Curtains & Blinds.

Since 1997, Table Bay Curtains & Blinds has been the name Cape Town trusts when it comes to transforming houses into homes. What started as a small curtain workshop in the heart of the Cape has grown into the city's most experienced window treatment and interiors studio, with thousands of successful installations across every neighbourhood, from Camps Bay penthouses to Durbanville family homes.

Our team combines nearly three decades of hands-on experience with a genuine love for beautiful interiors. We guide every client through the process, from fabric selection and measurement to professional fitting, all at honest prices with no hidden extras. Every project is a collaboration: your vision, our expertise, and A-grade fabrics brought together under one roof.

We believe everyone deserves a home that feels truly theirs. That belief drives us to listen first, advise with warmth, and deliver with craftsmanship. Whether it is a full home transformation or a single set of blinds, we bring the same care, the same precision, and the same pride to every installation.

Positioning
Cape Town's Most Trusted Curtain & Interiors Partner
28+ years of expertise, thousands of happy homes, one unwavering standard of quality and care.
Brand Archetype
Caregiver / Creator
Primary Caregiver: nurturing, trustworthy, guiding. Secondary Creator: craft-focused, quality-driven, detail-obsessed.
Core Promise
Beautiful, custom-crafted window treatments and interiors
Expertly guided, honestly priced, and professionally installed by Cape Town's most experienced team.
Category
Home Decor / Interior Furnishings
Window treatments, soft furnishings, and complete interior styling services.
Section 02

Colour Palette

A grounded palette of deep navy, warm yellow, and neutral tones that evoke trust, craftsmanship, and home comfort.

Primary Colours

Navy Blue
HEX #1B3A5C RGB 27, 58, 92 CMYK 71, 37, 0, 64
Bright Yellow
HEX #FBCD2E RGB 251, 205, 46 CMYK 0, 18, 82, 2
Near Black
HEX #1D1D1D RGB 29, 29, 29 CMYK 0, 0, 0, 89

Secondary & Neutral Colours

White
#FFFFFF
Warm Grey
#F5F3EF
Warm Cream
#F0EBE3
Ice
#E8ECF5
Cloud
#F4F6FB
Mid Gray
#6B7494

Brand Gradients

Navy Depth
Navy to Gold
Dark Horizon
Gold Warmth

Colour Usage Rules

Do

Use Navy Blue as the primary brand colour for logos, headings, and key UI elements. Pair with Bright Yellow for accents, CTAs, and highlights. Maintain strong contrast between text and backgrounds for readability.

Do

Use Warm Grey, Warm Cream, and White as background colours to create a sense of comfort and homeliness. Use the gold gradient for premium moments such as feature highlights and special promotions.

Don't

Never use Bright Yellow as a background colour for large areas or for body text. It is an accent and should always be used sparingly. Avoid placing light text on yellow backgrounds.

Don't

Never introduce additional brand colours not included in this palette. Do not use Navy and Near Black together without sufficient contrast between them. Avoid neon or saturated tones that clash with the warm, trusted feel.

Section 03

Typography

A refined type system pairing elegant serif headlines with clean, readable body copy.

Display / Headlines
Aa
Playfair Display
Serif / 400 500 600 700 800
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9
Body / UI
Aa
DM Sans
Sans-Serif / 300 400 500 600 700
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9

Type Scale

Display 4rem / 64px Beautiful Homes
H1 3rem / 48px Transform Your Space
H2 2.25rem / 36px Expert Curtain Advice
H3 1.5rem / 24px Custom Window Treatments
Body Large 1.125rem / 18px Wave tape curtains give you that beautiful flowing look.
Body 1rem / 16px We guide every client through the process, from fabric selection to fitting.
Caption 0.75rem / 12px Free in-home consultation available across greater Cape Town.
Section 04

Imagery

Visual direction that captures warmth, craftsmanship, and the beauty of real installed interiors.

Installed Interiors
Warm Tones
Craft Detail
Natural Light
Showroom
Cape Town Living
Fabric Textures

Photography Direction

  • Lifestyle imagery showing curtains and blinds in real rooms, in context
  • Warm, natural lighting that feels inviting and residential
  • Real installations and genuine project photography
  • Before-and-after comparisons showing transformation
  • Showroom scenes that feel warm, not clinical
  • Detail shots of fabric textures, stitching, and hardware
  • Behind-the-scenes team moments and the yellow van on the road

Imagery to Avoid

  • Generic stock photography with models or staged environments
  • Clinical, product-only shots on white backgrounds
  • Curtains on racks or flat-lay product grids
  • Overly filtered or heavily retouched images
  • Cool, blue-toned lighting that feels sterile
  • Imagery of homes that do not feel authentically South African
  • Collages, heavy text overlays, or busy graphic treatments
Section 05

Brand Pillars

The four content themes that shape every piece of Table Bay communication.

Pillar 01
30%
Home Transformations
Before-and-after reveals, completed project showcases, room makeovers, and full interior transformations. This is our hero content that shows what we do best: turning houses into beautiful homes.
Pillar 02
25%
Expert Guidance
Educational how-to content, fabric and style comparisons, measuring tips, trend insights, and practical advice. Positions Table Bay as the warm expert who empowers clients to make confident decisions.
Pillar 03
20%
Customer Love
Client testimonials, Google reviews, personal stories, customer home features, and heartfelt thank-yous. Real social proof from real Cape Town homes that builds trust and warmth.
Pillar 04
15%
Behind the Craft
Meet the team, installation day moments, workshop glimpses, the yellow van on the road, showroom life, and the human side of the business. Authentic, unpolished, and full of personality.
Content Anti-Pillars
Section 06

Tone of Voice

How Table Bay Curtains sounds across every touchpoint: warm, trusted, and genuinely helpful.

Voice Trait 01
Warm Expert
Knowledgeable but approachable. We share expertise without jargon, making clients feel informed rather than overwhelmed.
Example
"Wave tape curtains give you that beautiful flowing look — they're our most popular style for open-plan living."
Anti-Example
"Our premium wave tape curtaining solutions leverage advanced track systems."
Voice Trait 02
Trustworthy
Honest, reliable, and proven. We let our track record and genuine client relationships speak for themselves.
Example
"28 years and thousands of happy homes later, we still get excited about every installation."
Anti-Example
"We're the best curtain company in Cape Town."
Voice Trait 03
Encouraging
We validate the desire for a beautiful home and gently guide clients forward without making them feel lost.
Example
"Not sure where to start? That's exactly what we're here for."
Anti-Example
"Choosing curtains is complicated — let the professionals handle it."
Voice Trait 04
Proud Craftsman
Quiet pride in quality. We showcase our work and let the craftsmanship do the talking, never boasting.
Example
"Here's what we created for a Camps Bay guest house — every curtain, every cushion, every detail."
Anti-Example
"Our workmanship is unmatched in the industry."
Tone
Educational
More authoritative, still warm. Used for how-to content, measurement guides, and fabric comparisons.
Example
"Here's the thing most people get wrong about measuring for curtains..."
Tone
Behind the Scenes
Authentic, casual, and human. Used for team moments, installation days, and showroom life.
Example
"Our installation team heading out in the yellow van this morning."
Word Usage Guide

Preferred Words

  • Transform
  • Beautiful
  • Stunning
  • Craft / Crafted
  • Expert advice
  • Your style
  • Free consultation
  • A-grade fabrics
  • Draping the Cape
  • Everything under one roof

Avoided Words

  • Solutions
  • Leverage
  • Bespoke (overused)
  • Unprecedented
  • Cheap
  • State-of-the-art
  • Synergy
  • Optimize
  • Best in class
  • Innovative / Game-changer
Section 07

Collateral

How the brand extends across key touchpoints, from print to digital.

Table Bay Curtains
Sarah van der Merwe
Interior Consultant
Business Card
Navy base with gold accent line, Playfair Display for name, DM Sans for details.
Table Bay Curtains & Blinds
Letterhead
Clean white with navy header bar, wordmark top-left, contact details in footer.
Social Media Kit
Templated post layouts for Instagram feed, stories, and Facebook. Navy, gold, and cream palette.
Pitch Deck
Presentation template for interior design consultations and client proposals.
Table Bay Curtains
Sarah van der Merwe
Interior Consultant
Event Badge
Trade show and home expo name badge with gold lanyard clip and navy branding.
Sarah van der Merwe
Interior Consultant
021 555 1997 | sarah@tablebaycurtains.co.za
Table Bay Curtains & Blinds
Email Signature
HTML signature with gold divider, Playfair name, DM Sans details, and brand wordmark.
HomeWebsiteSocialCompetitorsStrategyGuidelinesProposal