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Brand and design system

The parts SeasonTail is built from. Pages, product and emails use these tokens and components, and nothing else.

Five folded layers sized like a size curve: a stack of clothes, a sideways size chart and a technology stack. The last layer is the tail.

Color

Plum and lilac carry the page. Tangerine always means the tail in data and the single primary action in interfaces, with plum text on it for contrast (6.4:1). White text on tangerine fails contrast and is not used.

  • Plum#2B1638Text, the mark, dark sections, text on tangerine
  • Lilac paper#F7F4FBPage background
  • Lilac#EDE7F6Panels and quiet surfaces
  • Rule#DDD3ECBorders and dividers
  • Lavender#B9A2E8Positive values and highlights
  • Tangerine#FF7A3DThe tail in data; the one primary action in interfaces, always with plum text

Type

One family, Bricolage Grotesque: bold and tightly tracked for headlines, regular for text. Figures are tabular so values line up.

Display
--t-4xl
Win the tail of the season.
Section
--t-3xl
Every decision lands at the end.
Heading
--t-xl
Size and pack, by store
Lede
--t-lg
The last weeks of a season decide its margin.
Body
--t-base
Planners trust what they can check, so we show the mechanism behind every recommendation.
Small
--t-sm
Illustration: one store, one style, twelve weeks.

Components

Buttons

One primary action per view. Labels say what happens.

Size tags

The swing tag is reserved for sizes. Plum is in stock; tangerine and struck through is sold out while other sizes remain.

XSSMLXL

Form fields

For example a spreadsheet, SAS or Oracle.

Enter an email address like name@retailer.com.

Survey question

How do you set size curves today?

Choose the closest.

Voice

Plain, specific and calm. Planners' words, sentence case, no superlatives. AI is how, not what.

We write

  • Keep the run whole in every store until the season ends.
  • Same buy, split by each store's own size curve.
  • We're building allocation next.

We don't write

  • AI-powered agentic retail transformation.
  • Unlock seamless, revolutionary inventory intelligence.
  • Trusted by leading brands. (Until it is true and approved.)