Brand Guidelines: Danica Heirloom
A deep passion for craftsmanship, handmade goods, ethical production, and uncompromising quality compelled us to create Danica Heirloom. We take inspiration from the quality of cherished items that last generations, and from our intertwined global community of artists who make, create, and share the products that bring us together. Created with earth tones, jewel palettes, and a love of travel, Heirloom encompasses a spirit of global citizenship and well-traveled design. Travel the globe and redefine home decor with Danica Heirloom.

A collection of eclectic patterns, must-feel textures and inviting palettes
A collection of eclectic patterns, must-feel textures and inviting palettes



Brand Guidelines
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Photography Styling Guide
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Photo Styling
Look & Feel
- Modern
- Minimal
- Simple, Rustic
- Moody
- Wabi Sabi
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Photo Styling
Backdrops
- Fresco
- Concrete
- Brick walls
- Marble
- Rustic wood surfaces.
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Photo Styling
Layouts
- Clean, simple, focused
- Monochromatic
- Moody lighting
- Beams of light
- Stacks and multiples.
- Mix of product shots and in situ.
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Photo Styling
Props
- Sparse!
- Fruits & veggies
- Dried flowers, twigs, berries
- Cacti, succulents
- Groomed plants






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Photo Styling
Styling Effects
- Simple draping and stacking shows off texture well and sets the mood
- Use natural lighting to capture texture, wrinkles and imperfections
- Plenty of compositional breathing
room lets the product shine
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Photo Styling
Themes & Stories
- Keep props to a minimal, favouring coordinating products as support instead
- Store display set-ups are great
for some collections
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Photo Styling
Scaling
- Get up nice and close to show
motifs and techniques
- Get up nice and close to show
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Photo Styling
Settings
- Embrace the eclectic nature of the brand with lively mixing and matching
- Some categories are helped by
showing products in use - Farmhouse home settings work well






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Danica Heirloom Models
Look & Feel
- Diverse
- Sophisticated
- Inconspicuous
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Danica Heirloom Models
Wardrobe
- Linen, canvas and other natural materials.
- Neutral and white tones.
- Solid colors with some texture.
- Avoid leather or jeans.
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Danica Heirloom Models
Makeup & Hair
- Light, soft and everyday
- No strong colors or bold lips or nails
- Avoid or hide tattoos.
- Hair in loose, simple styles
and cuts
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Danica Heirloom Models
Posing
- Natural, un-posed
- Off to the side, obscured or partly cropped out
- No direct camera eye-contact – look at product, away or beyond