ATHARCART Typography System

ATHARCART

The ATHARCART typography system

One serif for the voice, one sans for the work. Quiet luxury, set in deep forest green on warm ivory.

Font families

Exactly two typefaces, both free on Google Fonts.

Display · Cormorant Garamond
Aa Beauty

Hero headlines, section headings, collection names, editorial statements and brand storytelling. Weights 400, 500, 600. Alternates: DM Serif Display, Playfair Display, Libre Baskerville.

Body and UI · Manrope
Aa Ritual

Body copy, navigation, product names, prices, buttons, filters, forms, reviews and utility text. Weights 400, 500, 600; 700 only for rare emphasis. Alternates: DM Sans, Inter, Plus Jakarta Sans.

Hierarchy, H1 to H6

H1 · Serif 500
Beauty, Made Into a Ritual
H2 · Serif 500
Your Everyday Beauty Ritual
H3 · Serif 500
The Botanical Body Collection
H4 · Sans 600
Cleanse, treat and restore
H5 · Sans 600
Ingredients and how to use
H6 · Sans 600, caps
Shipping and returns

Body and supporting text

Body large 18 / 1.65

Made in small batches from cold-pressed botanicals, our body oil absorbs in moments and leaves skin soft, never slick.

Body 16 / 1.6

Warm a few drops between your palms and press into damp skin after your shower.

Small 14 / 1.5

Free shipping on orders over ₹999. Delivered in 3 to 5 working days.

Caption 12 / 1.45

Patch test before first use. Store away from direct sunlight.

Product and price typography

Body care
Night Bloom Body Oil, 100 ml
★★★★★4.8 (212)
₹1,299₹1,599
19% off this week
Element Style
Category Sans 500, 12px, caps, 0.10em, muted
Name Sans 500, 16px, 1.35
Rating Sans 400, 13px; stars in Terracotta Rose
Current price Sans 600, 17px
Original price Sans 400, 14px, muted, strikethrough
Offer Sans 600, 12px, caps, 0.10em, Terracotta Deep

Buttons, navigation, labels

Add to bagView collection

Buttons: Sans 600, 14px (13px mobile), uppercase, 0.08em.

ShopSkincareFragranceBodyRitualsJournal

Navigation: Sans 500, 13px, uppercase, 0.08em.

NewBestsellerLimited

Labels and badges: Sans 600, 12px, uppercase, 0.10 to 0.14em. One badge per product.

Sizes, weights and spacing

Style Family, weight Desktop Mobile Line height Tracking
H1 Serif 500 64px 40px 1.12 -0.01em
H2 Serif 500 44px 30px 1.18 -0.005em
H3 Serif 500 28px 22px 1.25 0
H4 Sans 600 20px 18px 1.35 0
H5 Sans 600 16px 15px 1.4 0
H6 Sans 600, caps 13px 12px 1.4 0.14em
Body large Sans 400 18px 16px 1.65 0
Body Sans 400 16px 15px 1.6 0
Small Sans 400 14px 13px 1.5 0
Caption Sans 400 12px 12px 1.45 0
Button Sans 600, caps 14px 13px 1 0.08em
Navigation Sans 500, caps 13px 13px 1.4 0.08em
Label / badge Sans 600, caps 12px 12px 1.2 0.10 to 0.14em
Price Sans 600 17px 16px 1.3 0
  • Weights. Serif 400, 500, 600 when needed. Sans 400, 500, 600; 700 only for critical emphasis.
  • Reading width. Body text 60 to 65 characters per line.
  • Rhythm. Space in multiples of 8px. Section to section: 96px desktop, 64px mobile.
  • Uppercase. Only buttons, navigation, labels, offers and H6.

Colour in type

Deep Forest Green#173C32. Headlines, active navigation, primary buttons.
Soft Charcoal#252525. Body copy, product names, prices.
Muted neutral#5C5A55. Secondary text, categories, captions.
Terracotta Rose#B86F68. Emphasis at 24px and above, stars, fills. Not for small text.
Terracotta Deep#8E4A44. Small offer text and links.
Warm Ivory#F7F1E8. Background. Champagne Gold stays out of text.

One voice across every surface

  • Website. Serif for headlines and editorial; sans for everything transactional.
  • Email. Headline 32px, body 16px, one primary button, ivory background, Georgia and system-ui fallbacks.
  • Social. One serif statement line; Manrope for handles, dates and prices.
  • Advertising. One serif headline, one sans line, one call to action.
  • Packaging and print. Product names in Manrope 500 or 600, tracked 0.08 to 0.12em; brand and story lines in Cormorant Garamond. Body text 7pt or above.