Brand Guidelines
Haad Tien · Koh Phangan
01 — Brand

What Spice is

A family-run, fully off-grid property on Haad Tien ("Mangrove Beach") — the calm, premium counterpoint to Koh Phangan's party scene. A 10-minute walk from the Eden & Bambu parties on Haad Yuan, but a world quieter. Warm, grounded, quietly upscale: a real place run by real people, not a slick resort.

02 — Logo

The mark & lockup

Primary lockup — ink, on light
Reversed — white, on dark / photography
Mangrove mark — standalone
Mangrove mark — reversed
The mark is a mangrove tree — not coral. "Tien" is Thai for mangrove, so Haad Tien means "Mangrove Beach." It's literally the thing the place is named after. Keep it as the mangrove; any future evolution goes to a professional illustrator, never a quick font swap.
03 — Color

Palette

Warm, natural and earthy. Terracotta is the single accent that carries the brand — links, buttons, eyebrows. Everything else stays quiet so the photography does the talking.

Day (primary)
Night (dark mode)
04 — Typography

Type

FrauncesHeadings · display

The quiet side of the party

Regular 400 · Medium 500 · Semibold 600 · Italic

OutfitBody · UI · labels

Private houses, a garden restaurant and cocktail bar, and the only shop on the bay — made from scratch, served slowly.

Light 300 · Regular 400 · Medium 500 · Semibold 600

05 — Imagery

Photography

Signature image — the bay from above
  • Real, warm, unforced — natural light and true moments.
  • Lean into the off-grid, jungle-meets-sea sense of place.
  • Let images breathe; pair with one line of Fraunces.
  • Avoid heavy filters and cliché tropical stock.
06 — Voice & tone

How Spice sounds

WarmGroundedQuietly premiumHonestUnhurried

Do

  • Write like a person — plain, warm, specific.
  • American English. No Oxford comma.
  • Let concrete detail sell, not adjectives.

Don't

  • No clichés ("nestled," "paradise," "unforgettable").
  • No superlatives we can't stand behind.
  • No emojis in brand copy.
The contact rule

Every WhatsApp or contact prompt invites one of two things only: booking a room or a table (and minimart orders). Never invite questions about activities, transport or recommendations — Spice doesn't service those.

07 — Assets

Download

Grab everything in one click, or pick individual files below.

Fraunces
Download font from Google Fonts →
Outfit
Download font from Google Fonts →

Logos are PNG. Need a vector (SVG/EPS) for large-format print? Ask the team. Fraunces & Outfit are free Google Fonts (SIL OFL).

Spice Koh Phangan — Brand Guidelines · Haad Tien, Koh Phangan · Operated by Spice Prosperity Co., Ltd.