RevShift Media  ·  Brand Programme  ·  v1.0 — July 2026

Ducci.
The quiet authority in watches & fine jewellery.

Jewellery · Diamonds · Watches Montréal, by appointment Est. as your jeweller
No. 01

The idea

Ducci is not a discounter with a jewellery logo, and not a boutique performing luxury theatre. It is the third thing the market is missing: a knowledgeable dealer — authorized stock, dealer-honest pricing, and a human who knows the case.

Every design decision below serves that idea. Where fast-fashion jewellery sites shout, Ducci states. Where marketplaces bury the buyer in grids, Ducci curates a case. The brand should feel like the correspondence of a house that has nothing to prove — editorial, unhurried, precise.

A jeweller isn’t a warehouse with a checkout.
No. 02

The mark

The existing lockup — the silver knot above a steel-blue Didone wordmark — is genuinely good, and it stays. The knot reads as both a Celtic love-knot and interlinked bracelet links; the elevation programme keeps the mark and upgrades everything around it.

Ducci primary lockup on paper
Ducci reversed lockup on midnight

Primary lockup — paper & light surfaces

Reversed lockup — midnight surfaces & photography

RuleDetail
Clear spaceMinimum clear space = the height of the knot on all sides. Nothing enters it.
The knot aloneThe knot may be used solo as a separator device, favicon, and pattern element at 20–28px. The wordmark is never used without intent at small sizes.
NeverNo drop shadows, no gradients on the mark, no recolouring outside Ink / Steel / White, no stretching, no rotation.
No. 03

Colour

The palette is drawn from the mark itself — Ducci Steel #507890 is sampled directly from the wordmark — then extended with the materials of the trade: paper, bone, silver, champagne gold, midnight.

The discipline: steel and champagne are accents, never floods. Pages are paper and ink. Dark sections are midnight, reserved for moments of weight — the diamond cabinet, the discount-free trust panel, the footer.

#507890Ducci Steel
primary
#161D26Ink
type
#F7F5F1Paper
canvas
#ECE8E0Bone
panels
#B7A27AChampagne
one moment
#0D141CMidnight
weight

Working tints — Steel Deep #3B5A70 (buttons, links) · Steel · Mist · Haze · Silver #C9CDD3 (hairlines on dark) · Stone #E2DFD8 (hairlines on light)

SurfaceRecipe
Default pagePaper canvas · Ink type · Stone hairlines · Steel links
Commerce momentsSteel Deep buttons (4px radius, tracked caps) · price in Ink, compare-at struck in Silver
Weight momentsMidnight ground · Paper type · Champagne for one number or one word — never both
ForbiddenPure #FFF page grounds (paper only) · gradients · pastels · more than one champagne moment per view
No. 04

Typography

Two families, strict roles. Cormorant Garamond speaks — every headline, every price worth reading twice. Inter works — navigation, body, specification, legal. The signature contrast is a 10px tracked-caps eyebrow set against display serif at 8–10× its size.

Display — Cormorant Garamond 600 · used at 40–96px, line-height ≤ 1.05

Time, considered.

Editorial italic — Cormorant Garamond 500 italic · pull-quotes & captions of intent

Powered by any light. Never needs a battery.

Eyebrow — Inter 600 · 10–11px · letter-spacing 3px · uppercase · Steel

The Licensed Cabinet · 49 pieces

Body — Inter 400 · 15–16px/1.7 · Ink-body #3A4453 · max measure 640px

Authorized Bulova and Citizen Eco-Drive stock runs 30% under list here; Citizen Quartz and Caravelle, 25%. Not a coupon, not a countdown — the ledger price, every day.

Numerals — Cormorant Garamond 700 for hero figures · champagne or steel

25–30% UNDER MSRP · EVERY DAY

No. 05

Imagery

Two registers, never mixed in one frame: the catalogue (manufacturer-true packshots, generous whitespace) and the world (documentary lifestyle — Montréal light, honest hands, watches worn rather than staged).

Lifestyle frames are calibrated against three art-direction studies (below), each built from real Ducci stock. The direction: candid documentary framing, flat honest overcast light, true-to-life colour, product faithful to the reference — and a standing ban on the clichés of the category: red velvet, champagne flutes, tuxedos, black-marble “luxury” sets.

Citizen Promaster worn on a grey Montreal street
The world — Citizen Promaster, Plateau-Mont-Royal register
Gift box and Citizen L Bianca on a kitchen counter
The gift register — morning, unstaged
Citizen Tsuki-yomi resting on a leather notebook
The desk register — owned, not displayed
  • Always
  • Overcast, window-lit, flat honest light
  • Watches worn or resting where they live — sleeves, counters, desks
  • Montréal texture: duplex brick, wrought iron, cobbles, winter wool
  • Product geometry faithful to the reference photo
  • Full-bleed imagery with type set in the quiet zones
  • Never
  • Golden-hour glow, cinematic grade, artificial bokeh
  • Velvet-and-rose-petals jewellery theatre
  • Stock-model grinning at wrist
  • Three identical cards in a row — anywhere
  • AI-gloss: plastic skin, floating products, gradient voids
No. 06

Voice

Quiet authority. Short declaratives, concrete specifics — model numbers, movement facts, real prices. No exclamation marks. Urgency only from facts. The reader is intelligent and busy; the house respects both.

Not this

“🔥 Don’t miss out on these STUNNING timepieces! Elevate your style with luxury watches at unbeatable prices — shop now before they’re gone!!”

This

“The Promaster has kept time on wrists that needed it to. Blue dial, ISO-spec dive lineage, $525 — 30% under list, because that is simply our price.”

Not this

“Hurry! Your cart expires in 02:59:14. Claim your exclusive VIP discount NOW.”

This

“Your selection is at the counter. No rush — and if a date matters, reply and we’ll tell you exactly what’s realistic.”

Lexicon
We saythe house · the case · the cabinet · authorized · considered · kept time · the ledger price
We never sayelevate · stunning · luxe · indulge · treat yourself · unbeatable · exclusive VIP
No. 07

Where it lives

SurfaceStatus
StorefrontHyper theme (FoxEcom 1.3.3) rebuild — see the accompanying theme render; every section maps to a stock Hyper section RevShift has shipped before on SRO.
EmailLifecycle system “The Ledger” — 10 flows, 26 templates, same tokens (paper/steel/champagne), Cormorant Garamond + Inter, knot separator as the series signature.
Ads (PMax / YouTube)Packshot register on paper grounds; steel eyebrow + serif headline lockups; no text on image assets per PMax spec.
AppointmentsThe differentiator. Every surface carries the human line: +1 (514) 831-8255 · by appointment, Mont-Royal.