<!-- Generated by ExtractVibe — https://extractvibe.com/brand/jiajiajewelry.com -->
<!-- Extracted: 2026-07-04T03:00:25.160Z | Schema: v1 | Quality: 90/100 -->
---
version: alpha
name: "JIA JIA – JIAJIA"
description: "JIA JIA embodies a serene, earth-rooted elegance that merges the raw authenticity of natural specimens with the refined precision of fine jewelry. The brand feels grounded, spiritual, and intellectually accessible, prioritizing truth and collective beauty over flashy luxury. It is a calm, minimalist sanctuary for those who value connection to the planet."
colors:
  primary: "#00261d"
  secondary: "#ab8c52"
  tertiary: "#c7ab58"
  neutral: "#646464"
  surface: "#ffffff"
  on-surface: "#212121"
  on-surface-secondary: "#646464"
  border: "#f0f0f0"
  link: "#212121"
  error: "#721c24"
  success: "#56ad6a"
  info: "#00261d"
  on-surface-dark: "#000000"
typography:
  headline-lg:
    fontFamily: "PPEditorialUltraLight"
    fontSize: "60px"
    fontWeight: "400"
    lineHeight: "72px"
  headline-md:
    fontFamily: "PPEditorialUltraLight"
    fontSize: "15.95px"
    fontWeight: "700"
    lineHeight: "15.95px"
    letterSpacing: "-0.5px"
  body-md:
    fontFamily: "AkzidenzGrotesk"
    fontSize: "14.5px"
    fontWeight: "400"
    lineHeight: "22px"
spacing:
  base: "2px"
  xs: "1px"
  sm: "2px"
  md: "4px"
  lg: "6px"
  xl: "8px"
components:
  button-secondary:
    backgroundColor: "#ffffff"
    textColor: "#2a2a2a"
    rounded: "0px"
    padding: "0px"
    fontSize: "13.485px"
    fontWeight: "400"
    borderColor: "#2a2a2a"
---

# JIA JIA – JIAJIA — Design System

## Overview

The visual identity of JIA JIA is a study in restrained elegance, rooted in the quiet authority of natural specimens and the precision of fine craftsmanship. The design atmosphere is serene and intellectually accessible, rejecting the noise of traditional luxury in favor of a calm, minimalist sanctuary. It embodies the archetypes of The Innocent and The Sage, prioritizing truth, transparency, and a deep connection to the earth. The aesthetic is earth-rooted and spiritual, creating a space where organic textures meet refined geometry. This approach draws direct inspiration from brands like Aesop and The Ordinary, which favor substance over spectacle, and Mejuri, which balances accessibility with high-quality design. The interface feels grounded, offering a tactile sense of authenticity that invites contemplation rather than impulse.

This design system explicitly avoids flashy displays, ornate decorations, and aggressive sales tactics. It is not about status signaling but about collective beauty and planetary connection. The visual language is stripped back to its essential elements, allowing the products and their natural origins to speak with clarity. Every component serves a functional purpose while contributing to a cohesive, tranquil narrative. The result is a digital environment that feels like a quiet gallery or a well-organized apothecary, where light, space, and materiality are used to convey value. The user experience is designed to be frictionless and respectful, mirroring the brand’s commitment to ethical integrity and refined simplicity.

**Key characteristics:**

- Vibe — earth-rooted, minimalist, spiritual, refined, organic, transparent
- Archetypes — The Innocent, The Sage
- Comparable to — Aesop, Everlane, The Ordinary, Mejuri
- Design era — classic-editorial
- Emotional tone — serene-authentic
- Target audience — Conscious consumers, crystal enthusiasts, and jewelry lovers who value sustainability, spiritual connection, and understated luxury over overt status symbols.
- Visual energy — 3/10 (calm/understated)

## Colors

The palette centers on #00261d, a deep, grounding forest green that evokes stability, nature, and spiritual depth, serving as the primary anchor for all interactive elements and key branding. This is set against #ffffff, a pure white surface that provides clarity, transparency, and a sense of clean space, ensuring high readability and a serene backdrop. This high-contrast, two-tone system eliminates visual clutter, signaling honesty and refinement while reinforcing the earth-rooted, minimalist character of the brand.

### Light mode

| Role | Hex | Name |
|------|-----|------|
| primary | `#00261d` | Near-Black |
| secondary | `#ab8c52` | Peru |
| accent / tertiary | `#c7ab58` | Dark Khaki |
| background | `#ffffff` | White |
| text | `#212121` | Near-Black |
| secondary text | `#646464` | Dim Gray |
| border | `#f0f0f0` | White Smoke |
| link | `#212121` | Near-Black |
| muted | `#646464` | Dim Gray |

### Dark mode

| Role | Hex | Name |
|------|-----|------|
| text | `#000000` | Black |
| border | `#bdbdbd` | Silver |

### Semantic

| Role | Hex | Use |
|------|-----|-----|
| success | `#56ad6a` | Confirmations, positive states |
| error | `#721c24` | Failures, destructive actions |
| info | `#00261d` | Neutral information, tips |

## Typography

The type system pairs AkzidenzGrotesk with PPEditorialUltraLight to balance structural precision with organic softness. AkzidenzGrotesk provides a neutral, reliable foundation for body text and UI elements, ensuring clarity and intellectual accessibility. PPEditorialUltraLight is reserved for headlines and key brand statements, introducing a delicate, refined elegance that mirrors the intricacy of fine jewelry. This hierarchy communicates a narrative of grounded strength softened by spiritual grace, creating a typographic rhythm that is both authoritative and inviting.

### Font families

| Family | Role | Source | Weights |
|--------|------|--------|---------|
| AkzidenzGrotesk | body | self-hosted | 400, 500 |
| PPEditorialUltraLight | heading | self-hosted | 400, 700 |
| AkzidenzGrotesk | heading | self-hosted | 700 |
| PPEditorialUltraLight | body | self-hosted | 400 |

### Type scale

| Role | Family | Size | Weight | Line height | Letter spacing |
|------|--------|------|--------|-------------|----------------|
| Heading 2 | PPEditorialUltraLight | 60px | 400 | 72px | — |
| Heading 3 | PPEditorialUltraLight | 15.95px | 700 | 15.95px | -0.5px |
| Body | AkzidenzGrotesk | 14.5px | 400 | 22px | — |

### Conventions

- Heading case — title-case
- Body line-height — 22px

## Layout

- Base spacing unit — `2px`

## Components

### Buttons

**Secondary**

- Background — `#ffffff`
- Text — `#2a2a2a`
- Radius — `0px`
- Padding — `0px`
- Font size — `13.485px`
- Font weight — `400`
- Border — ` solid #2a2a2a`
- Sample copy — "Featured


        Show menu"

## Do's and Don'ts

### Do

- Use AkzidenzGrotesk (400/500 weight) for all body copy with a strict line-height of 22px.
- Use PPEditorialUltraLight (400/700 weight) for headings, applying title-case capitalization.
- Use AkzidenzGrotesk (700 weight) for secondary headings or emphasis, maintaining title-case.
- Apply primary brand color #00261d for main text and key UI elements in light mode.
- Use accent gold #c7ab52 or #c7ab58 sparingly for highlights, icons, or subtle decorative lines.
- Maintain sharp, 0px border-radius on all buttons and interactive elements to reinforce a structured, editorial feel.
- Keep all UI elements flat with no box-shadows or gradients to ensure a clean, modern aesthetic.
- Use action-oriented imperative verbs for CTAs (e.g., 'Explore', 'Discover') and avoid emoji usage entirely.

### Don't

- Do not use gradients or box-shadows on any element; the design must remain strictly flat.
- Do not use rounded corners (border-radius > 0px) on buttons or cards; keep edges sharp.
- Do not use emoji in any marketing copy or UI text.
- Do not use exclamations in copy; maintain a matter-of-fact, calm tone.
- Do not use serif fonts; the brand is exclusively sans-serif (AkzidenzGrotesk) and ultra-light editorial (PPEditorialUltraLight).
- Do not use bright, saturated colors outside the defined palette (#00261d, #ab8c52, #c7ab58, #ffffff, #212121).
- Do not use sentence case for headings; strictly adhere to title-case.
- Do not use dark mode with white text; dark mode text is defined as #000000 (black) on a dark background, which is unusual and must be respected if implemented.

*Source — inferred*

## Voice

### Tone (1–10 scale)

| Axis | Score | Lean |
|------|-------|------|
| Formal ↔ Casual | 6/10 | balanced |
| Playful ↔ Serious | 3/10 | playful |
| Enthusiastic ↔ Matter-of-fact | 5/10 | balanced |
| Respectful ↔ Irreverent | 2/10 | respectful |
| Technical ↔ Accessible | 7/10 | accessible |

### Copywriting style

- Avg. sentence length — 8 words
- Vocabulary — moderate
- Jargon — some
- CTA style — action-oriented imperative verbs with occasional all-caps emphasis for exclusivity
- Rhetorical devices — repetition, metaphor

### Sample copy

> JIA JIA is a fine jewelry & crystal specimen brand created for all the lovers of our planet.

> A brand rooted in our earth that believes in the collective power of union, beauty, love, and truth.

> One-of-a-Kind Treasures

> Season of Renewal

> Join the Collective

## Logos

| Type | Variant | Format | URL | Confidence |
|------|---------|--------|-----|------------|
| favicon | — | png | [link](brands/jiajiajewelry.com/logo-0.png) | 95% |
| primary | — | png | [link](brands/jiajiajewelry.com/logo-1.png) | 85% |
| secondary | color | png | [link](brands/jiajiajewelry.com/logo-2.png) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-3.svg) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-4.svg) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-5.svg) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-6.svg) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-7.svg) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-8.svg) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-9.svg) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-10.svg) | 85% |
| secondary | color | svg | [link](brands/jiajiajewelry.com/logo-11.svg) | 85% |

## Sources

- Live brand page — https://extractvibe.com/brand/jiajiajewelry.com
- Raw JSON — https://extractvibe.com/api/brand/jiajiajewelry.com
- DESIGN.md (this file) — https://extractvibe.com/api/brand/jiajiajewelry.com/design.md
- Extracted — 2026-07-04T03:00:25.160Z
- Generator — ExtractVibe vv1
- Quality score — 90/100