ALF has released updated pricing effective April 1, 2026. The new price list has been uploaded to the portal. Average increase of 3-5%.
March 20, 2026
ALF
Incanto
Incanto Price List — Italia Furniture
Price list effective: October 2025
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01
Logo Usage
The Italia wordmark is the cornerstone of our brand identity. It must always be reproduced clearly and consistently to maintain the premium perception our customers expect.
Primary Wordmark
The Italia logo is a custom serif wordmark featuring high-contrast stroke widths and elegant swash details. The distinctive letterforms convey craftsmanship, heritage, and luxury.
Approved placements: White on Navy (hero areas, headers, dark backgrounds), Black on White (default for print and digital), Black on Warm Gray (neutral surfaces and packaging), White on Rosso (sparingly, for premium seasonal campaigns).
Clear Space
Maintain a minimum clear space around the wordmark equal to the cap-height of the letter "I" on all sides. This ensures the logo has room to breathe and is never crowded by neighboring elements.
Minimum Size
To ensure legibility, the wordmark should never be reproduced smaller than 1 inch (72px) in width for digital or 25mm in print.
02
Color Palette
A restrained palette that balances European sophistication with warmth. Color should support content, never compete with it.
Primary Colors
Bianco (White)
HEX #FFFFFF RGB 255, 255, 255
Primary background — the foundation of our visual identity
Nero (Black)
HEX #2c2c2c RGB 44, 44, 44
Primary text, logo, and high-contrast elements
Grigio Chiaro (Light Gray)
HEX #fafafa RGB 250, 250, 250
Alternate backgrounds, cards, sections
Secondary Colors
Blu Notte (Navy)
HEX #1a1a2e RGB 26, 26, 46
Hero backgrounds, navigation, premium contexts
Grigio (Gray)
HEX #333333 RGB 51, 51, 51
Body text, secondary elements
Bordo (Border)
HEX #CCCCCC RGB 204, 204, 204
Dividers, borders, structural lines
Accent Color
Rosso (Red)
HEX #9B1B30 RGB 155, 27, 48
Primary accent — dividers, active states, highlights
Rosso Chiaro (Light Red)
HEX #B72740 RGB 183, 39, 64
Hover states, secondary accent
Accent usage principle: The red accent works precisely because it is used with restraint. Apply it to small, intentional moments — a divider line, an active indicator, a section label. Never use it as a background fill for large areas.
03
Typography
Our type system pairs an expressive display serif with a clean, modern sans-serif — reflecting the balance of tradition and contemporary elegance that defines Italia Furniture.
Display Typeface — Playfair Display
Used for display moments, editorial headlines, and decorative accents. Playfair Display's high stroke contrast and refined details mirror the craftsmanship in our furniture.
Playfair Display
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9
Primary Typeface — Inter
Used for headings, body copy, captions, UI elements, and all structural text. Inter's clean geometry and excellent readability make it the workhorse of our visual system. Prefer Light (300) and Regular (400) weights.
Inter
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9
Type Scale
Display
The Art of Living
Playfair 400 / 48px
Heading 1
Crafted with Purpose
Inter 300 / 42px
Heading 2
Italian Heritage
Playfair 400 / 24px
Body
Every piece tells a story of artisanship passed down through generations.
Inter 300 / 15px
Caption
Handcrafted in Italy — Est. 1993
Inter 300 / 12px
Overline
New Collection
Inter 500 / 11px / 0.2em
04
Tone of Voice
How we speak is as important as how we look. Our voice reflects 32 years of expertise, direct factory relationships, and a genuine passion for quality Italian furniture.
Brand Pillars
Product First
We lead with the product, not the branding. Every piece we sell meets our standards for materials, construction, and longevity — because that's what actually matters.
Direct from the Source
We go to the factory. We know the owners by name. No middlemen, no distributors, no markups. From Italy to our Atlanta warehouse to your door — we own every step.
Built to Live In
Furniture is more intimate than clothing. You sit in it, sleep on it, gather around it — every day, for years. That's why customization, comfort, and durability aren't luxuries. They're requirements.
32 Years of Trust
Our reputation opens doors to the best Italian factories in the world. These are family-run operations, like ours, held to Europe's strictest environmental and production standards. That trust is earned, not bought.
Voice Characteristics
Knowledgeable, Not Preachy
We're furniture experts who've spent decades on factory floors. We share what we know because it helps customers make better decisions — not to show off.
"This frame is kiln-dried European beech — the same hardwood used across Italy's best producers. It won't warp, and it won't creak."
Straightforward, Not Salesy
We let the product do the talking. No urgency tactics, no lifestyle fluff. If something is well-made, we explain why. If it's a good value, the price speaks for itself.
"We buy direct from the factory and ship from Italy to our warehouse in Atlanta. No middlemen means you're getting the real price."
Warm, Not Corporate
We're a family business that works with family businesses. Our tone is personal, approachable, and genuine — like talking to someone who actually knows what they're selling.
"Not sure which configuration works for your space? Send us your room dimensions and we'll help you figure it out."
Confident, Not Flashy
Thirty-two years in business, relationships with the best factories in Italy, and every product backed by real quality. We don't need to oversell — the work speaks for itself.
"Every product we import meets European environmental standards — water-based tanning, regenerative forestry, strict off-gassing limits. That's not a feature we added. It's how they make things in Italy."
05
Imagery Guidelines
Photography and visual content should reinforce the warmth, quality, and craftsmanship of the Italia brand. Every image should feel intentional, curated, and true to our aesthetic.
Photography Style
Use natural, warm lighting that highlights texture and materiality. Compositions should feel considered but not overly staged — like a beautifully designed room that someone actually lives in.
Lifestyle
Lifestyle PhotographyFurniture in warm, lived-in settings with natural light. Show people interacting with the space.
Detail
Detail & TextureClose-up shots of materials, joinery, grain, and finish. Celebrate the craft.
Studio
Product / StudioClean, well-lit product shots on neutral backgrounds. Use subtle shadows for depth.
Image Principles
Warm over cool. Favor images with warm undertones. Our spaces should feel inviting, not sterile.
Texture is essential. Show the grain of wood, the weave of fabric, the patina of leather. These details communicate quality that words alone cannot.
Simplicity and space. Compositions should breathe. Avoid cluttered scenes. Let each piece of furniture be a focal point.
Authenticity matters. Use real photography over stock images whenever possible. Our imagery should feel genuine — real spaces, real craftsmanship, real materials.
06
Do's & Don'ts
Follow these guidelines to ensure brand consistency across every application, from print to digital to in-store experiences.
Logo Usage
Do
Use the logo from approved source files only
Maintain the required clear space around the wordmark
Use approved color combinations (black/white/navy/red)
Scale the logo proportionally at all times
Place the logo on clean, uncluttered backgrounds
Don't
Stretch, skew, or distort the wordmark
Change the font or recreate the wordmark
Apply drop shadows, outlines, or gradient effects
Place the logo on busy or low-contrast backgrounds
Rotate, crop, or partially obscure the wordmark
Use the logo smaller than the minimum size
Color Usage
Do
Use colors from the approved brand palette
Maintain sufficient contrast between text and backgrounds
Use Rosso sparingly — it should feel intentional
Default to white/light gray backgrounds for most applications
Don't
Introduce new brand colors without approval
Use Rosso as a primary background for large areas
Place light text on light backgrounds or dark on dark
Use saturated or neon colors that conflict with the palette
Typography
Do
Use Playfair Display for display and editorial moments
Use Inter for headings, body copy, captions, and UI
Follow the defined type scale for consistent hierarchy
Prefer lighter weights for an airy, modern feel
Don't
Substitute with other fonts unless absolutely necessary
Use Playfair Display for body copy or long paragraphs
Set type in all caps except for overlines and labels
Use heavy/bold weights where lighter options exist
Layout & UI
Do
Use sharp, square corners on all containers, cards, buttons, and UI elements
Keep layouts clean with generous whitespace and clear grid structure
Use thin, precise borders (1px) when dividing content areas
Don't
Use rounded corners (border-radius) on any element — ever. No exceptions.
Apply pill-shaped buttons or soft, bubbly container styles
Round image frames, cards, or modal containers
Tone of Voice
Do
Speak with quiet confidence and product knowledge
Be direct about what makes our products worth it
Use personal, warm language — we're a family business
Let the quality speak for itself
Don't
Use aggressive sales language or urgency tactics
Lead with lifestyle branding over product substance
