Brand

Identity

Colour

The plum ground, the two accents, and when each one applies.

The palette alternates: a plum section, then a cream one, then plum again. That rhythm is the layout system as much as the colour system — it gives long pages a pulse without needing decoration.

One accent, two cuts

Mauve and Deep Mauve are the same role, not two colours. Which one you use is decided by the surface underneath, never by preference. Mauve on cream measures 2.11:1 — a fail so severe the text is barely visible.

Core

Five colours carry the brand. Click a swatch to copy its hex.

  • Plum

    #2f1c2c
    brand-dark

    The dark ground. Every dark section, the hero, the closing call to action.

  • Cream

    #fffbf5
    brand-cream

    The light ground, and all text on plum. Warm, never pure white.

    15.39:1 on Plum

  • Mauve

    #cca4c2
    brand-accent

    The accent — but ONLY on dark. This is the colour people recognise.

    7.30:1 on Plum

  • Deep Mauve

    #6d4a66
    brand-accent-on-light

    The same accent role on cream. Not a variation for taste — a legibility requirement.

    7.22:1 on Cream

  • Sand

    #d1c2a5
    brand-accent-secondary

    Secondary accent. Rules, quiet labels, supporting detail on dark.

    9.05:1 on Plum

Text

Three text colours, chosen by the surface rather than by hierarchy.

  • Text Primary

    #1a1a1a
    text-primary

    Body copy on cream and white.

    16.88:1 on Cream

  • Text Secondary

    #666666
    text-secondary

    Supporting copy on light surfaces.

    5.57:1 on Cream

  • Text on Dark

    #fffbf5
    text-light

    All copy on plum.

    15.39:1 on Plum

Rules

Do: Alternate dark and light sections down a page. It is the rhythm the brand is built on.

Do: Use Mauve #cca4c2 on plum and any dark section — hero, benefits, closing banner.

Do: Use Deep Mauve #6d4a66 on cream, white, and any light-tinted panel.

Do: Keep cream warm. #fffbf5, never pure white.

Do not: Do not put Mauve on a light background. It measures 2.11:1 and fails badly.

Do not: Do not put cream or white text on a mauve fill. Text on mauve is plum.

Do not: Do not introduce a colour outside this page, including tints of these.

Do not: Do not use Sand as body text on light. It is a dark-surface accent.

In code

The two cuts are separate Tailwind tokens on purpose: text-brand-accent and text-brand-accent-on-light. If you find yourself reaching for an opacity to make Mauve work on cream, you want the other token.