The JUSTMIX colour system draws directly from skin. Three families work in concert: a warm terracotta rust primary, a universal skin tone spectrum at the brand's emotional core, and a warm neutral foundation that grounds everything.
Primary: Terracotta Rust
Deep Rust
#4A1A0A
Cover backgrounds, dark surfaces, footers
JUSTMIX Terracotta
#7A2E18
Wordmark, headings, primary accents
Warm Clay
#A03D22
CTAs and interactive labels on light surfaces
The terracotta family is anchored by the JUSTMIX wordmark colour. Warm and authoritative without being aggressive — a tone that reads beautifully against every skin type in campaign imagery.
Skin Tones: Universal Spectrum
Nude Sand
#E8C4A8
Light skin tone, pale background accents
Warm Caramel
#B07848
Mid skin tone, secondary accent fills
Deep Cacao
#5C2818
Deep skin tone, rich decorative accents
These three tones are the visual soul of JUSTMIX. They overlap in the logo mark, blend in campaign gradients, and appear together as the brand's signature motif. Never use them in isolation — always in sequence.
Neutrals: Warm Foundation
Noir Black
#0A0A0A
Website canvas, dark photography backgrounds
Charcoal
#3C3432
Body text, primary headings on light
Warm Stone
#8A7E78
Labels, metadata, secondary copy
Soft Linen
#E0D5CE
Dividers, borders, ruled lines
Petal
#F5EDEA
Tinted row fills, callout backgrounds
Cream White
#FDFAF8
Page background, card fills
All neutrals carry a subtle warm undertone to stay cohesive with the skin-forward palette. The site's Noir Black creates a high-contrast stage for product photography and video content.
02
Section 02
Typography
JUSTMIX uses a two-typeface system. Playfair Display brings editorial warmth and authority to headings. Figtree keeps body copy clean, legible, and approachable. Together they balance luxury with inclusivity.
Display Typeface — Headings
Playfair Display
One Formula.
Aa
400 / Regular
Aa
500 / Medium
Aa
600 / SemiBold
Aa
700 / Bold
Aa
400 / Italic
Aa
700 / Bold Italic
Body Typeface — UI, Copy, Buttons
Figtree
One Glow.
Aa
300 / Light
Aa
400 / Regular
Aa
500 / Medium
Aa
600 / SemiBold
Aa
700 / Bold
Aa
800 / ExtraBold
TYPE SCALE
Display
One Formula.
64px / Playfair Bold 700
H1
One Glow.
48px / Playfair Bold 700
H2
No Shade Guessing.
36px / Playfair SemiBold 600
H3
Universal. Effortless. Yours.
28px / Playfair Medium 500
Body Large
A hybrid tinted moisturizer for every complexion.
18px / Figtree Regular 400
Body
Powered by triple peptides, NAD+, and hyaluronic acid.
16px / Figtree Regular 400
Caption
Available at justmixbeauty.com
14px / Figtree Regular 400
03
Section 03
Graphic Elements
The JUSTMIX visual system is anchored by one motif: three overlapping skin-tone circles that blend and merge. They represent the brand's mission — one formula for every complexion. The circles are always shown in sequence from light to deep.
Skin Tone Circles — On Dark
Three tones blend from Nude Sand to Deep Cacao. Always overlapping. Always in sequence. The overlap creates natural gradient transitions.
Skin Tone Circles — On Light
On light backgrounds use slightly reduced opacity to maintain differentiation across the three tones. The blending zones are part of the brand expression.
Do: Always show all three tones
The three circles work as a system. Isolating one tone strips the inclusivity message. Show them together, overlapping.
Do: Use as background texture
At low opacity the circles make a beautiful, on-brand background motif for emails, banners, and print collateral.
Don't: Reorder the tone sequence
Light (Nude Sand) always leads left. Deep (Cacao) always anchors right. Reversing this breaks the brand convention.
Don't: Substitute arbitrary colours
The skin tone hex values are fixed brand assets. Never replace with brand colours or generic browns not in the defined palette.
04
Section 04
Buttons
All JUSTMIX buttons use a full pill radius (100px), Figtree SemiBold at 14px, and 14px vertical padding with 32px horizontal padding. Two surface contexts — dark and light — each with a primary and secondary variant.
