Brand
Guide 01
The Idea
Last Crush exists for the whole crew — not just the bride or groom. Every bachelorette and bachelor party needs gear that feels intentional, elevated, and worth keeping. We make streetwear-quality merch built around a simple truth: this is your last crush on your fiancé. Make it count.
The Position
We're not a wedding vendor. We're a streetwear brand that happens to serve one of the most high-energy, high-intent moments in someone's life. That distinction drives every creative decision — from how we photograph product to how we write a caption.
Who We're For
The entire party: bridesmaids, groomsmen, the bride, the groom, the non-binary best friend, the person who planned everything. Groups of 6–20 people who want to show up matching without looking like they bought from a bachelorette party supply shop.
What Makes Us Different
Pieces people actually wear again. Location and vibe-based collections instead of one-size-fits-all. Streetwear proportions and palettes. Quality that reads as intentional, not costume. We sell to the crew, not just the couple.
We know what we are. Direct, self-assured, no hedging. We don't ask for permission or over-explain.
Not: arrogant or cold
The whole crew deserves to feel considered. Gender-neutral, vibe-forward language. Nobody's an afterthought.
Not: preachy or performative
Write like a brand, not a vendor. Short sentences. Strong nouns. No filler adjectives, no exclamation marks.
Not: dry or corporate
This is a party. There's real joy here. Let it show — through wit, not gimmicks.
Not: cheesy or giggly
- "The crew deserves merch too."
- "Streetwear for the whole party."
- "Built for the après ski crowd and everyone who showed up for them."
- "Drop your email. You'll want to be first."
- Short. Direct. Confident. No fluff.
- "OMG we're SO excited to announce!! 🎉🎉🎉"
- "Perfect for your special day!"
- "Girlies, this one's for you! 🥂✨"
- Excessive emoji, exclamation marks, or bride-coded language
- Anything that sounds like a wedding vendor, not a brand
Primary background. All digital surfaces default to this.
Primary text, logo on dark. Light backgrounds only when intentional.
Primary accent. Section labels, hover states, key callouts. Use sparingly.
Secondary accent. Warmth, energy. Romantic + Intimate, Saloon collections.
Tertiary accent. Fresh, coastal. Surf Club, Shore Club collections.
- Chartreuse on black — always works, primary use case
- Parchment on black — primary text combination
- Black on chartreuse — for filled badge/button states
- One neon accent per composition. Never all three at once.
- Use coral and mint for collection-specific content only
- Chartreuse on white or parchment backgrounds — too harsh
- Coral + mint together without black separation
- All three neons in one post or layout
- Parchment background as a default — it's an intentional choice, not a fallback
- Any pastel, blush, or soft pink — too bridal-vendor
All caps only
Headlines, hero text
Collection names
Large callouts
Google Fonts — free
Weight 300
Body copy, captions
Product descriptions
Website paragraphs
Google Fonts — free
Weight 600
All caps + letter-spacing
Section labels, tags
Navigation, buttons
Google Fonts — free
Canva note: Bebas Neue is available in Canva's free font library. Unbounded is available via Google Fonts — if Canva doesn't carry it, substitute with Space Grotesk Light or DM Sans Light as a body fallback. Never substitute the display face — Bebas Neue is non-negotiable.
- Always use the supplied files — never retype the logo
- Dark wordmark on black or very dark backgrounds
- Light wordmark on parchment or print materials
- LC monogram for profile photos, favicons, small lockups
- Maintain clear space equal to the height of the "L" on all sides
- Stretch, skew, or alter proportions
- Add drop shadows, outlines, or effects
- Place on busy photographic backgrounds without a treatment
- Use chartreuse as the logo color on any background other than black
- Recreate in a different typeface
14 collections, each tied to a destination or vibe. Content, imagery, and copy should feel native to that world — not generic party merch with a location tag slapped on.
Kristin's product photography is the foundation. Real garments on real bodies in real settings. AI-generated imagery garbles logos and text — always composite real product into scenes rather than generating product from scratch.
Ski Lodge content belongs on a mountain. Yacht Club on a dock. The setting should feel earned, not stock. When building composites, match the light and atmosphere of the collection — golden hour for Sunset, overcast for Trailhead.
Shoot the crew. The whole group in matching gear is the product. Individual hero shots supplement — they don't replace — the group dynamic that makes Last Crush different from every other bachelorette merch brand.
Dark, contrast-forward. Avoid bright, airy, blogger-aesthetic editing. We're a streetwear brand. Think editorial lookbook, not bachelorette Pinterest board. Shadows should be deep. Highlights warm, not blown out.
For lifestyle content: generate the scene with AI (Replicate flux-nano-banana-pro), then composite Kristin's real product photos in Canva or Photoshop. This gives location-specific imagery without garbled text or distorted merch.
Sparkles. Champagne flutes as the hero element. Blush and white florals. Ring shots. Anything that looks like it belongs on a wedding vendor's Instagram. We are not a wedding brand. We are a party brand that serves a wedding moment.