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Every palette and flavour colour is declared here, with its print build.","groundToken":"--gj-surface","groups":[{"name":"Parent palette (p.34)","tokens":[{"notes":"Palette p.34: WEB HEX 312E7C / RGB 49, 46, 124. The book draws it in the same RGB on every page. The single most-used colour in the manual.","print":{"cmyk":"92, 97, 29, 19","notes":"p.34 and p.52. p.43 prints this hex beside CMYK 43, 58, 0, 60 under a PINK swatch \u2014 see drift.","pantone":"669 C"},"role":"The brand ink: the wordmark, headlines, body copy, the navy blocks","token":"--gj-navy","values":{"light":"#312E7C"}},{"notes":"Palette p.34 / p.52: WEB HEX 5D59C4 / RGB 93, 89, 196.","print":{"cmyk":"78, 78, 9, 1","pantone":"7670 C"},"role":"Secondary brand colour \u2014 a cooler, lighter navy","token":"--gj-violet","values":{"light":"#5D59C4"}},{"notes":"Palette p.34 / p.43 / p.52: WEB HEX F15627 / RGB 241, 86, 39. 3.27:1 on cream \u2014 a FILL, never small text (decision G-3).","print":{"cmyk":"0, 82, 96, 0","pantone":"1585 C or 1655 U"},"role":"The signal colour: stickers, the website CTA fill, the Horchata and Churro packs","token":"--gj-orange","values":{"light":"#F15627"}},{"notes":"Palette p.34 / p.43: WEB HEX 5DAFF4 / RGB 93, 175, 244. 2.24:1 on cream \u2014 decorative and ground only (decision G-3).","print":{"cmyk":"60, 26, 0, 0","pantone":"284 U"},"role":"Sky blue \u2014 the Dark Chocolate pack, the website announcement rail","token":"--gj-sky","values":{"light":"#5DAFF4"}},{"notes":"Palette p.34 / p.43: WEB HEX E9E72F / RGB 233, 231, 47. The book's own pages paint lime from CMYK 16, 0, 76, 0, which renders as #DEE463 on screen \u2014 see drift and decision G-2.","print":{"cmyk":"20, 0, 100, 0","pantone":"394 C or 388 U"},"role":"Lime \u2014 the cover, the highlighter, the wave rule, accents on navy","token":"--gj-lime","values":{"light":"#E9E72F"}},{"notes":"Palette p.34: WEB HEX FFD0E5 / RGB 255, 208, 229.","print":{"cmyk":"0, 37, 0, 0","pantone":"203 U"},"role":"Pink \u2014 the Horchata pack and sticker grounds","token":"--gj-pink","values":{"light":"#FFD0E5"}},{"notes":"Palette p.34: WEB HEX D3D3EB / RGB 211, 211, 235.","print":{"cmyk":"10, 10, 0, 8","pantone":"7443 C"},"role":"Lavender \u2014 persona panels, quote cards, the small-scale table cells","token":"--gj-lavender","values":{"light":"#D3D3EB"}},{"notes":"Palette p.34: WEB HEX F1F2C4 / RGB 241, 242, 196.","print":{"cmyk":"0, 0, 19, 5","pantone":"0131 C"},"role":"Pale lime \u2014 persona panels, quote cards, the large-scale table cells","token":"--gj-lime-tint","values":{"light":"#F1F2C4"}},{"notes":"Palette p.34 / p.43 prints WEB HEX FFF5EC but RGB 255, 248, 239 (= #FFF8EF); the two disagree. The book's own page ground is CMYK 0, 2, 5, 0 (\u2248 #FFF9F0), which agrees with the RGB. #FFF8EF is used (decision G-1).","print":{"cmyk":"0, 3, 6, 0","pantone":"9226 U"},"role":"Cream \u2014 the page","token":"--gj-cream","values":{"light":"#FFF8EF"}},{"notes":"Palette p.34: WEB HEX FFFFFF.","print":{"cmyk":"0, 0, 0, 0","pantone":"WHITE INK"},"role":"White","token":"--gj-white","values":{"light":"#FFFFFF"}}]},{"name":"Donuts flavour palettes (p.43)","tokens":[{"notes":"p.43: WEB HEX 63A1D6 / RGB 99, 161, 214. Dark Chocolate = sky, lime, denim, chocolate, cream.","print":{"cmyk":"70, 30, 0, 15","pantone":"2143 U"},"role":"Donuts \u00b7 Dark Chocolate flavour \u2014 the deeper blue","token":"--gj-denim","values":{"light":"#63A1D6"}},{"notes":"p.43: WEB HEX 543A34 / RGB 84, 58, 52.","print":{"cmyk":"50, 67, 67, 50","pantone":"7582 U"},"role":"Donuts \u00b7 Dark Chocolate flavour \u2014 chocolate brown","token":"--gj-chocolate","values":{"light":"#543A34"}},{"notes":"p.43: WEB HEX D34D2A / RGB 211, 77, 42. Horchata = orange, pink, brick, peach, cream.","print":{"cmyk":"15, 85, 100, 0","pantone":"2347 U"},"role":"Donuts \u00b7 Horchata flavour \u2014 brick red","token":"--gj-brick","values":{"light":"#D34D2A"}},{"notes":"p.43: WEB HEX FED09E / RGB 254, 208, 158.","print":{"cmyk":"0, 20, 40, 0","pantone":"4029 U"},"role":"Donuts \u00b7 Horchata flavour \u2014 peach","token":"--gj-peach","values":{"light":"#FED09E"}}]},{"name":"Cookies flavour palette (p.52)","tokens":[{"notes":"p.52: WEB HEX FDB515 / RGB 253, 181, 21. Churro = navy, violet, orange, marigold, tangerine, butter, periwinkle grey.","print":{"cmyk":"0, 32, 100, 0","pantone":"143 C"},"role":"Cookies \u00b7 Churro flavour \u2014 marigold","token":"--gj-marigold","values":{"light":"#FDB515"}},{"notes":"p.52: WEB HEX F47522 / RGB 244, 117, 34.","print":{"cmyk":"0, 52, 86, 4","pantone":"158 C"},"role":"Cookies \u00b7 Churro flavour \u2014 tangerine","token":"--gj-tangerine","values":{"light":"#F47522"}},{"notes":"p.52: WEB HEX FFDD98 / RGB 255, 221, 152.","print":{"cmyk":"0, 13, 40, 0","pantone":"1205 C"},"role":"Cookies \u00b7 Churro flavour \u2014 butter","token":"--gj-butter","values":{"light":"#FFDD98"}},{"notes":"p.52: WEB HEX 8A8BC4 / RGB 138, 139, 196.","print":{"cmyk":"30, 29, 0, 23","pantone":"7446 C"},"role":"Cookies \u00b7 Churro flavour \u2014 periwinkle grey","token":"--gj-periwinkle-grey","values":{"light":"#8A8BC4"}}]},{"name":"Colours the manual draws but does not list","tokens":[{"notes":"Observed in the manual's layout (pp. 2, 14, 18, 20, 27, 38\u201346, 56) as RGB 120, 120, 250; it is NOT printed on any palette page. Closest palette colour: violet #5D59C4. Cream text on it measures 3.40:1 \u2014 large type only (decision G-4).","role":"The book's own periwinkle \u2014 divider pages, the Donuts header bar, statement bands","token":"--gj-periwinkle","values":{"light":"#7878FA"}},{"notes":"Observed as running text and table headers (pp. 8, 12, 15, 32\u201333, 41\u201342, 50\u201351) as RGB 83, 81, 189; not on a palette page (decision G-4). 6.08:1 on cream.","role":"The book's violet text colour","token":"--gj-violet-ink","values":{"light":"#5351BD"}},{"notes":"Observed as the persona body copy (pp. 22, 24, 26) as RGB 100, 100, 145; not on a palette page (decision G-4). 5.28:1 on cream.","role":"The book's soft body ink \u2014 persona copy","token":"--gj-ink-soft","values":{"light":"#646491"}},{"notes":"Observed in the navy gradients (pp. 1, 11, 16, 19, 35, 44, 53) as RGB 24, 23, 82; not on a palette page (decision G-4).","role":"The book's deep navy \u2014 gradient shadows on navy pages","token":"--gj-navy-deep","values":{"light":"#181752"}}]},{"name":"Grounds","tokens":[{"notes":"Every light page of the manual is cream (CMYK 0, 2, 5, 0).","role":"The page \u2014 cream","token":"--gj-surface","values":{"light":"#FFF8EF"}},{"notes":"White \u2014 the website product cards (p.36).","role":"Cards and panels on the page","token":"--gj-surface-raised","values":{"light":"#FFFFFF"}},{"notes":"pp. 22, 29, 32\u201333.","role":"Pale-lime band \u2014 persona panels, the large-scale table cells","token":"--gj-surface-tint","values":{"light":"#F1F2C4"}},{"notes":"pp. 24, 26, 32\u201333. Navy only on this ground: soft and secondary inks fall below 4.5:1.","role":"Lavender band \u2014 persona panels, quote cards","token":"--gj-surface-soft","values":{"light":"#D3D3EB"}}]},{"name":"Ink","tokens":[{"notes":"Navy on cream 10.99:1.","role":"Body copy, headlines, the wordmark","token":"--gj-ink","values":{"light":"#312E7C"}},{"notes":"The book's own soft ink (pp. 22, 24, 26): 5.28 / 5.56 / 4.83 on cream / white / pale lime.","role":"Secondary copy, captions, persona body","token":"--gj-ink-muted","values":{"light":"#646491"}},{"notes":"pp. 8, 12, 15: 6.08 / 6.40 / 5.56.","role":"Supporting text \u2014 the violet copy","token":"--gj-ink-secondary","values":{"light":"#5351BD"}},{"role":"Ink on a navy fill","token":"--gj-on-ink","values":{"light":"#FFF8EF"}}]},{"name":"Accent and action","tokens":[{"notes":"Fill only: cream on it is 3.27:1 and white 3.44:1, so it never carries small text (decision G-3).","role":"The signal FILL \u2014 stickers, the CTA ground in the website mockup, badges","token":"--gj-accent","values":{"light":"#F15627"}},{"role":"Orange as text \u2014 prices, ratings, small signals","token":"--gj-accent-ink","values":{"light":"#C5380D"}},{"role":"The primary button fill","token":"--gj-action","values":{"light":"#C5380D"}},{"role":"The primary button at hover","token":"--gj-action-hover","values":{"light":"#A82F0B"}},{"role":"Label on the primary button","token":"--gj-on-action","values":{"light":"#FFF8EF"}},{"notes":"pp. 5, 17: a lime block behind navy text.","role":"The highlighter \u2014 lime behind a phrase","token":"--gj-highlight","values":{"light":"#E9E72F"}},{"notes":"8.79:1.","role":"Text on the highlighter","token":"--gj-on-highlight","values":{"light":"#312E7C"}},{"role":"A link at rest \u2014 navy, underlined","token":"--gj-link","values":{"light":"#312E7C"}},{"role":"A link at hover and focus","token":"--gj-link-hover","values":{"light":"#5351BD"}},{"role":"The focus outline","token":"--gj-focus-ring","values":{"light":"#5D59C4"}}]},{"name":"Lines and fills","tokens":[{"role":"The default hairline","token":"--gj-border","values":{"light":"rgba(49, 46, 124, 0.16)"}},{"notes":"The sizing tables (pp. 32\u201333, 41\u201342, 50\u201351) and the archetype table (p.15) are boxed in a 2px navy rule.","role":"The 2px navy rule \u2014 tables, cards, boxes","token":"--gj-border-strong","values":{"light":"#312E7C"}},{"role":"A soft rule","token":"--gj-hairline","values":{"light":"#D3D3EB"}},{"role":"A navy wash \u2014 empty states, chips","token":"--gj-fill-soft","values":{"light":"rgba(49, 46, 124, 0.06)"}}]},{"name":"Status","tokens":[{"role":"Success as text and rule","token":"--gj-positive","values":{"light":"#1E7A46"}},{"role":"Warning as text and rule","token":"--gj-warning","values":{"light":"#8F6301"}},{"role":"Error as text and rule","token":"--gj-negative","values":{"light":"#BB4425"}},{"role":"Information as text and rule","token":"--gj-info","values":{"light":"#0D6DBE"}}]},{"name":"Shape and elevation","tokens":[{"notes":"pp. 22, 24, 26: the quote card is drawn with a 20px corner on the 1920px page.","role":"Quote cards and persona panels","token":"--gj-radius-card","values":{"light":"20px"}},{"notes":"pp. 22, 24, 26: the persona info box corner.","role":"Inputs, chips","token":"--gj-radius-sm","values":{"light":"10px"}},{"notes":"p.36: SHOP NOW and Sign In are full pills.","role":"Buttons and the sign-in control","token":"--gj-radius-pill","values":{"light":"999px"}},{"notes":"p.30: every sticker sits on a 50% #231F20 offset shadow. Stickers only \u2014 never the logo (p.31).","role":"The sticker offset \u2014 a hard shadow","token":"--gj-shadow-sticker","values":{"light":"3px 3px 0 rgba(35, 31, 32, 0.5)"}},{"role":"A lifted card","token":"--gj-shadow-lift","values":{"light":"0 12px 32px -20px rgba(49, 46, 124, 0.45)"}}]},{"name":"Type roles (root-scoped)","tokens":[{"notes":"p.35 names Obviously Narrow (Adobe Fonts) as the website display face; it cannot be bundled, so the stack falls back to the bundled Barlow Condensed Bold (decision G-7).","role":"Website display \u2014 the CTA, hero and product headlines","token":"--font-display","values":{"light":"obviously-narrow, \"Barlow Condensed Bold\", \"Barlow Condensed\", \"Arial Narrow\", sans-serif"}},{"notes":"Barlow Condensed SemiBold \u2014 pp. 6, 9\u201311, 19\u201320 (112 px statements) and every page heading (60 px).","role":"The manual's statement headlines","token":"--font-headline","values":{"light":"\"Barlow Condensed SemiBold\", \"Barlow Condensed\", \"Arial Narrow\", sans-serif"}},{"notes":"Barlow Condensed Medium at 0.09em tracking \u2014 pp. 5, 12, 15, 19\u201326, 29\u201345.","role":"Tracked caps labels and eyebrows","token":"--font-label","values":{"light":"\"Barlow Condensed Medium\", \"Barlow Condensed\", \"Arial Narrow\", sans-serif"}},{"notes":"p.35 names Obviously (Adobe Fonts) as a website face; the manual sets its section titles in Barlow Black (pp. 3, 4, 13, 18, 27, 28, 38, 47, 56).","role":"Wide, heavy section titles","token":"--font-title","values":{"light":"obviously, \"Barlow Black\", \"Arial Black\", sans-serif"}},{"notes":"p.35 names Poppins (Google Fonts) as the website text face. Bundled.","role":"Every running word on screen: body, UI, buttons","token":"--font-sans","values":{"light":"Poppins, \"Helvetica Neue\", Arial, sans-serif"}},{"notes":"One weightless @font-face per bundled cut, so the bold cut is its own family name (the Wine Chips precedent).","role":"Poppins at 700 \u2014 labels, buttons, emphasis","token":"--font-sans-bold","values":{"light":"\"Poppins Bold\", Poppins, \"Helvetica Neue\", Arial, sans-serif"}},{"notes":"Bicyclette (Adobe Fonts) sets every body line in the manual; a consumer that loads an Adobe Fonts kit gets it, everyone else gets Poppins (decision G-7).","role":"Brand collateral body face","token":"--font-prose","values":{"light":"bicyclette, Poppins, \"Helvetica Neue\", Arial, sans-serif"}},{"notes":"alkaline (Adobe Fonts, pp. 35, 44, 53). Not bundled; reserved for artwork, stickers and packaging (decision G-7).","role":"Script accent \u2014 artwork only","token":"--font-script","values":{"light":"alkaline, \"Brush Script MT\", cursive"}}]}],"id":"marketing","modeNames":{"light":"Cream page"},"name":"Cream page","scope":{"light":":root"}},{"description":"The manual's navy pages (pp. 3, 6, 11, 16, 19, 35, 44, 53) and the website header: navy ground, cream ink, lime as the accent. This is the brand's dark ground.","groundToken":"--gj-surface","groups":[{"name":"Grounds","tokens":[{"role":"The navy block","token":"--gj-surface","values":{"light":"#312E7C"}},{"role":"A card on navy \u2014 recessed","token":"--gj-surface-raised","values":{"light":"#26236B"}},{"notes":"The gradient shadow of the navy pages.","role":"The deep band","token":"--gj-surface-tint","values":{"light":"#181752"}},{"role":"A soft band on navy","token":"--gj-surface-soft","values":{"light":"#2A2774"}}]},{"name":"Ink","tokens":[{"notes":"10.99:1 \u2014 pp. 6, 11, 19 set statements in cream on navy.","role":"Copy on navy","token":"--gj-ink","values":{"light":"#FFF8EF"}},{"notes":"7.88:1.","role":"Secondary copy on navy","token":"--gj-ink-muted","values":{"light":"#D3D3EB"}},{"role":"Supporting text on navy","token":"--gj-ink-secondary","values":{"light":"#F1F2C4"}},{"role":"Ink on a cream fill","token":"--gj-on-ink","values":{"light":"#312E7C"}}]},{"name":"Accent and action","tokens":[{"notes":"pp. 6, 10, 11, 19: the emphasised words are lime on navy (8.79:1).","role":"The signal on navy","token":"--gj-accent","values":{"light":"#E9E72F"}},{"role":"Signal text on navy","token":"--gj-accent-ink","values":{"light":"#E9E72F"}},{"role":"The primary button on navy","token":"--gj-action","values":{"light":"#E9E72F"}},{"role":"The button at hover on navy","token":"--gj-action-hover","values":{"light":"#F1F2C4"}},{"role":"Label on the lime button","token":"--gj-on-action","values":{"light":"#312E7C"}},{"role":"The highlighter on navy","token":"--gj-highlight","values":{"light":"#E9E72F"}},{"role":"Text on the highlighter","token":"--gj-on-highlight","values":{"light":"#312E7C"}},{"role":"A link on navy","token":"--gj-link","values":{"light":"#E9E72F"}},{"role":"A link at hover on navy","token":"--gj-link-hover","values":{"light":"#F1F2C4"}},{"role":"Focus outline on navy","token":"--gj-focus-ring","values":{"light":"#E9E72F"}}]},{"name":"Lines and fills","tokens":[{"role":"Hairline on navy","token":"--gj-border","values":{"light":"rgba(255, 248, 239, 0.18)"}},{"role":"Strong rule on navy","token":"--gj-border-strong","values":{"light":"#FFF8EF"}},{"role":"Soft rule on navy","token":"--gj-hairline","values":{"light":"rgba(255, 248, 239, 0.12)"}},{"role":"A cream wash on navy","token":"--gj-fill-soft","values":{"light":"rgba(255, 248, 239, 0.08)"}}]},{"name":"Status","tokens":[{"role":"Success on navy","token":"--gj-positive","values":{"light":"#7BD4A4"}},{"role":"Warning on navy","token":"--gj-warning","values":{"light":"#FDB515"}},{"role":"Error on navy","token":"--gj-negative","values":{"light":"#F58461"}},{"notes":"4.91:1 on navy.","role":"Information on navy","token":"--gj-info","values":{"light":"#5DAFF4"}}]}],"id":"navy","inheritsFrom":"marketing","modeNames":{"light":"Navy block"},"name":"Navy block","probeClassName":"gj-on-navy","scope":{"light":".gj-on-navy"}}],"theme":{"id":"marketing","name":"Marketing"},"typography":{"faces":[{"asset":"font.headline","family":"Barlow Condensed","italics":false,"roleToken":"--font-headline","rules":["Statements: 600, uppercase, line-height 0.89, tracking 0 \u2014 112px on the 1920px page.","Page headings: 600, uppercase, 60px, tracking 0, under a 29px 500 eyebrow tracked 0.09em.","Section labels: 500, uppercase, tracking 0.09em, 41px, underlined by the wave rule.","Two-colour emphasis: the key phrase changes colour (lime on navy, periwinkle or violet on cream), never weight."],"source":"Named on pp. 35, 44, 53 as a Google Font; embedded in the manual as BarlowCondensed-Medium, -SemiBold and -Bold. Bundled as three static latin cuts under their own family names (SIL OFL 1.1).","stack":"\"Barlow Condensed SemiBold\", \"Barlow Condensed\", \"Arial Narrow\", sans-serif","usage":"Every headline and page heading in the manual, always uppercase; tracked caps labels at 500.","weights":"500 (labels), 600 (headlines), 700 (numerals, names, table labels)"},{"asset":"font.title","family":"Barlow","italics":false,"roleToken":"--font-title","rules":["Uppercase, tracking 0, one or two words, display sizes only (\u2265 48px)."],"source":"Named on p.35 as a Google Font; embedded as Barlow-Black, -ExtraBold, -Bold, -SemiBold, -Regular. Black is bundled. The website's wide display face is Obviously (Adobe Fonts, p.35) \u2014 documented, not bundled; it leads the stack so an Adobe Fonts kit wins.","stack":"obviously, \"Barlow Black\", \"Arial Black\", sans-serif","usage":"Divider titles (VERBAL IDENTITY, PERSONALITY, DONUTS) and the closing page.","weights":"900 bundled (800, 600, 400 used once each in the manual)"},{"asset":"font.display","family":"Obviously Narrow \u2192 Barlow Condensed Bold","italics":false,"roleToken":"--font-display","rules":["Uppercase only.","Never below 16px."],"source":"p.35 lists Obviously Narrow (Adobe Fonts) as a website font; the website mockup (p.36) sets SHOP BEST SELLERS, the hero and the CTAs in it. Not redistributable outside Adobe Fonts, so the bundled Barlow Condensed Bold stands in (decision G-7).","stack":"obviously-narrow, \"Barlow Condensed Bold\", \"Barlow Condensed\", \"Arial Narrow\", sans-serif","usage":"Website hero headlines, product-card titles and button labels \u2014 uppercase.","weights":"700 bundled"},{"asset":"font.sans","family":"Poppins","italics":false,"roleToken":"--font-sans","rules":["Body 16px / 1.5 on the web.","Bold labels use --font-sans-bold, never a synthesised weight."],"source":"p.35 lists Poppins (Google Font) as the website text face; the website mockup (p.36) sets body copy and navigation in it. Bundled (SIL OFL 1.1).","stack":"Poppins, \"Helvetica Neue\", Arial, sans-serif","usage":"Every running word on screen \u2014 body, navigation, forms, operator UI.","weights":"400 and 700 (each its own family name)"},{"asset":"font.sans-bold","family":"Poppins Bold","italics":false,"roleToken":"--font-sans-bold","source":"As Poppins; the 700 cut under its own family name.","stack":"\"Poppins Bold\", Poppins, \"Helvetica Neue\", Arial, sans-serif","usage":"Buttons, labels, table headers, emphasis.","weights":"700"},{"family":"Bicyclette","italics":true,"roleToken":"--font-prose","rules":["Body 24\u201326px on the 1920px page, line-height \u22481.3, tracking 0.","Labels: Black 900, uppercase, tracking 0.05em (EMBODIES, FOCUSES ON).","Running header: Black / Regular 14px, uppercase, tracking 0.03em."],"source":"pp. 35, 44, 53 name Bicyclette as an Adobe Font; it sets every body line, label and running header in the manual (Regular, Italic, Bold, Black embedded). Adobe Fonts licences web use only through an Adobe-hosted kit, so it is documented and never bundled; Poppins is the bundled stand-in (decision G-7).","stack":"bicyclette, Poppins, \"Helvetica Neue\", Arial, sans-serif","usage":"Print and collateral body copy; on screen only where an Adobe Fonts kit is loaded.","weights":"400, 400 italic, 700, 900"},{"family":"alkaline","italics":false,"roleToken":"--font-script","source":"pp. 35, 44, 53 name alkaline as an Adobe Font. Not bundled; no free substitute is proposed.","stack":"alkaline, \"Brush Script MT\", cursive","usage":"Artwork only \u2014 packaging flavour lines and stickers. Never live UI text.","weights":"one"}],"rules":["Three bundled families do all the screen work: Barlow Condensed (headlines, labels), Barlow Black (titles), Poppins (everything else).","Headlines and labels are UPPERCASE; body copy, statements and taglines are sentence case (pp. 5, 16, 17).","Emphasis inside a headline is a colour change, never a weight change (pp. 6, 9, 10, 11, 19).","Tracked caps (0.09em) belong to Barlow Condensed Medium labels; headlines are never tracked.","The Adobe Fonts faces (Bicyclette, alkaline, Obviously, Obviously Narrow) are never self-hosted; they lead their stacks so a licensed kit wins.","Type floor 14px marketing, 12px operator."],"scaleTokens":[{"token":"--gj-text-statement","usedBy":"Statement headline \u2014 Barlow Condensed 600, uppercase, line-height 0.89 (112px on the 1920px page)","value":"clamp(2.5rem, 5.8vw, 7rem)"},{"token":"--gj-text-title","usedBy":"Divider title \u2014 Barlow Black, uppercase (172px on the page)","value":"clamp(3rem, 9vw, 10.75rem)"},{"token":"--gj-text-h1","usedBy":"Page heading \u2014 Barlow Condensed 600, uppercase (60px)","value":"clamp(2.25rem, 4vw, 3.75rem)"},{"token":"--gj-text-eyebrow","usedBy":"Eyebrow over a heading \u2014 Barlow Condensed 500, uppercase, 0.09em (29px on the page)","value":"1.125rem"},{"token":"--gj-text-label","usedBy":"Section label with the wave rule \u2014 Barlow Condensed 500, 0.09em (41px on the page)","value":"1.5rem"},{"token":"--gj-text-tagline","usedBy":"Tagline / brand line \u2014 sentence case, line-height 1 (62\u201367px on the page)","value":"clamp(1.75rem, 3.4vw, 4rem)"},{"token":"--gj-text-lead","usedBy":"Lead paragraph \u2014 Poppins 400, line-height 1.5","value":"1.25rem"},{"token":"--gj-text-base","usedBy":"Body \u2014 Poppins 400, line-height 1.5","value":"1rem"},{"token":"--gj-text-small","usedBy":"Captions, legal \u2014 the marketing floor","value":"0.875rem"}],"specimens":[{"name":"Statement","sample":"Good health is a journey. We\u2019re bringing the treats.","spec":"Barlow Condensed 600 \u00b7 uppercase \u00b7 line-height 0.89 \u00b7 tracking 0 \u00b7 one phrase in a second colour","style":{"font-family":"var(--font-headline)","font-size":"72px","line-height":"0.9","text-transform":"uppercase"},"voice":"display"},{"name":"Divider title","sample":"Personality","spec":"Barlow Black 900 \u00b7 uppercase \u00b7 tracking 0","style":{"font-family":"var(--font-title)","font-size":"80px","line-height":"1","text-transform":"uppercase"},"voice":"display"},{"name":"Website hero","sample":"The donuts you thought you couldn\u2019t have again","spec":"Obviously Narrow \u2192 Barlow Condensed 700 \u00b7 uppercase (p.36)","style":{"font-family":"var(--font-display)","font-size":"56px","line-height":"1","text-transform":"uppercase"},"voice":"display"},{"name":"Page heading with eyebrow","sample":"Logo usage \u2014 Primary marks","spec":"Eyebrow Barlow Condensed 500 tracked 0.09em over a Barlow Condensed 600 heading","style":{"font-family":"var(--font-headline)","font-size":"48px","line-height":"1","text-transform":"uppercase"},"voice":"caps"},{"name":"Section label","sample":"Tone of voice + messaging","spec":"Barlow Condensed 500 \u00b7 uppercase \u00b7 0.09em \u00b7 the lime wave rule below","style":{"font-family":"var(--font-label)","font-size":"24px","letter-spacing":"0.09em","text-transform":"uppercase"},"voice":"caps"},{"name":"Tagline","sample":"Here\u2019s where the journey gets sweet.","spec":"Bicyclette \u2192 Poppins 400 \u00b7 sentence case \u00b7 the highlighter behind one line","style":{"font-family":"var(--font-prose)","font-size":"40px","line-height":"1.05"},"voice":"prose"},{"name":"Body","sample":"Tired of missing out because of blood sugar concerns, gluten sensitivity, or keto requirements? We get it.","spec":"Poppins 400 \u00b7 16px / 1.5 \u00b7 navy","style":{"font-family":"var(--font-sans)","font-size":"16px","line-height":"1.5"},"voice":"prose"},{"name":"Label","sample":"Embodies","spec":"Poppins 700 (Bicyclette Black in print) \u00b7 uppercase \u00b7 0.05em","style":{"font-family":"var(--font-sans-bold)","font-size":"13px","letter-spacing":"0.05em","text-transform":"uppercase"},"voice":"caps"}]},"voice":{"capitalization":["The brand is GOOD JOURNEY in the logotype and Good Journey in copy; the \u00ae accompanies the logotype (pp. 32\u201333), not running text. GOJO is a separate logotype (p.30).","Headlines, labels and buttons are uppercase; taglines and body copy are sentence case.","Flavour names are set as artwork: CHA\u00b7CHA, CHOC\u00b7A\u00b7LOT, COSMIC CHURRO \u2014 with the interpunct.","Never uppercase a customer's name, an email address or a data value in the operator register."],"microcopy":[{"context":"Brand line (pp. 1, 16, 55)","example":"Here\u2019s where the journey gets sweet."},{"context":"Brand line (p.16)","example":"Good health is a journey. Now treats don\u2019t have to be a detour."},{"context":"Brand line (p.16)","example":"Low-carb? Yes. Highly delicious? Also yes."},{"context":"Brand line (p.16)","example":"Your sweet retreat."},{"context":"Brand line (p.17)","example":"Sometimes you gotta stop and eat the donuts."},{"context":"Brand line (p.17)","example":"It\u2019s not the destination. It\u2019s the Good Journey treats that matter."},{"context":"Why (p.9)","example":"Good health is a journey. We\u2019re bringing the treats."},{"context":"What (p.11)","example":"We\u2019re Good Journey. We make unreasonably good cheat-free donuts and cookies that make healthy eating fun."},{"context":"Purpose + vision (p.5)","example":"Be Earth\u2019s most human-centric company, providing delicious, high-quality, and guilt-free foods that empower people to be happy and healthy. By 2035, we\u2019ve empowered a billion people to be happy and healthy."},{"context":"Website announcement rail (p.36)","example":"Shop zero added sugar donuts and cookies with free shipping!"},{"context":"Website hero (p.36)","example":"THE DONUTS YOU THOUGHT YOU COULDN\u2019T HAVE AGAIN"},{"context":"Website hero body (p.36)","example":"Tired of missing out because of blood sugar concerns, gluten sensitivity, or keto requirements? We get it. That\u2019s why we created soft, perfectly sweet donuts that work with your body, not against it."},{"context":"Website section (p.36)","example":"REAL DONUT TASTE, ZERO REGRETS"},{"context":"Primary CTA (p.36)","example":"SHOP NOW"},{"context":"Navigation (p.36)","example":"Shop \u00b7 About \u00b7 Sign In"},{"context":"Trade show (p.37)","example":"HIGH FIBER \u2022 KETO \u2022 NON GMO"},{"context":"Trade show (p.37)","example":"Get the goooooooooood stuff!"},{"context":"Donut pack (p.4)","example":"TASTY VIBES ONLY!"},{"context":"Donut pack flavour line (pp. 4, 38)","example":"CHA\u00b7CHA \u2014 Horchata frosted cake donut \u00b7 Gluten-Free \u00b7 Keto \u00b7 Delicious!"},{"context":"Mailer insert (p.46)","example":"IT\u2019S GOOOOOOOOD TO SEE YOU!"},{"context":"Cookie carton (p.55)","example":"Be kind to yourself \u2014 have a cookie! We are committed to bringing you only the best products made with ingredients that make your body and mind happy."},{"context":"Pack badges (p.55)","example":"0g ADDED SUGAR \u00b7 1g NET CARBS \u00b7 GLUTEN FREE"},{"context":"Support line (p.55)","example":"QUESTIONS? EMAIL HELLO@GOODJOURNEYFOODS.COM"},{"context":"Closing (p.56)","example":"Thank you and be kind to yourself."}],"principles":["Lead with delight, then reassure: taste first (\u201cHighly delicious? Also yes.\u201d), then the honest reason it is better for you (p.16).","Plainspoken and transparent: real ingredients, clear labels, no hidden anything \u2014 the Newbie and the Seeker are afraid of being duped (pp. 23\u201326).","Playful with a wink: GASP!, yikes, \u201cgoofy sweeteners\u201d, stretched \u201cgoooood\u201d (pp. 6, 9, 37, 46).","Supportive, never preachy: good health is a journey; treats are part of it, not a detour (p.16). Be kind to yourself (pp. 55, 56).","Favour: unreasonably good \u00b7 cheat-free \u00b7 real ingredients \u00b7 natural sweetener \u00b7 journey \u00b7 sweet \u00b7 treats \u00b7 goodies \u00b7 zero added sugar \u00b7 low-carb \u00b7 tasty vibes.","Avoid: guilt language, diet-culture shame, medical promises, and any health or nutrition claim the pack does not carry.","Speak as \u201cwe\u201d to \u201cyou\u201d; the founders sign as Helen & Kristoffer (p.46)."],"registers":[{"id":"marketing","name":"Website, packaging, social and the brand book","principles":["Delight first, reassurance second.","One statement per band; one highlighted phrase per block.","Stickers and doodles may speak (\u201cyum!\u201d); body copy stays plain."]},{"id":"operator","name":"CRM, orders and back-office tools","principles":["Terse and literal; a label is a noun, an action a verb.","State counts and units: \u201c12 open orders\u201d.","Warm but brief in empty states; never playful in an error."]}]}}