Belcarta — Italian for "beautiful map" — turns a place that matters into an object that lasts. It's not decoration. It's devotion. The feeling when someone says "This is home." Not the literal home — the subjective one.
Permanence and sacredness. A place that matters, made into an object that endures. Not a poster — a statement about what matters to you.
True premium. Competing not with map print shops, but with the thoughtful gift, the meaningful home object, the art piece that starts a conversation.
Williams-Sonoma meets Braun. High-end luxury warmth married to minimalist functional precision. The product speaks. The brand whispers.
When someone decides a place deserves to be permanent. The cottage. The city that changed you. The distance between you and someone you love.
Set in Cormorant Garamond at light weight. Timeless, editorial, like a beautiful book spine. The wordmark should always feel like it belongs in a gallery — never on a billboard.
Maintain generous breathing room around the wordmark. Minimum clear space equals the cap height of the "B" on all sides.
The brand palette is deliberately restrained. White and off-white dominate as canvas. Soft earth tones accent. The map artwork itself provides all the vibrancy needed.
White and off-white backgrounds create the feeling of a gallery wall. The map artwork is the hero — the brand recedes. Never compete with the product for visual attention.
Terracotta, sage, and sand appear in small moments only — a hover state, a subtle divider, an icon. They should feel like a surprise, not a constant.
The tension between serif and sans-serif creates the Williams-Sonoma × Braun duality. Cormorant Garamond carries warmth and editorial gravitas. DM Sans brings clean, modern confidence.
No exclamation marks. No "Shop now!" energy. Belcarta trusts the product to do the talking. Copy should feel like a caption under a beautiful photograph — brief, evocative, and then it steps back.
Product in context: maps framed on real walls, in real homes, real spaces. Natural light. Negative space. Breathing room. Aspirational but attainable — never sterile showrooms.
Always natural or natural-feeling light. No harsh studio setups. Morning light, golden hour, soft diffusion.
Give the product room to breathe. The map should never feel crowded or lost in a busy scene.
Lived-in homes, not catalogue sets. The aim is aspirational but attainable — places people can see themselves in.
The map artwork drives the colour and energy. Everything else — walls, furniture, lighting — supports quietly.
Every touchpoint should feel like stepping into a gallery. Generous whitespace, purposeful typography hierarchy, and a restrained colour palette that lets the product command attention.
Every unboxing should reinforce: this is an art piece, not a product. Tactile materials, minimal branding, substantial feel.
The Belcarta wordmark and nothing more. No taglines, no slogans on packaging. Let the product reveal itself.
Matte finishes, textured stock, substantial weight. The packaging should feel as considered as what's inside.
No additional wrapping needed. The box itself should feel like a gift — something you'd be proud to hand someone.