The Problem
Typography across the site was inconsistent and didn't fully reflect the brand's visual identity. Mixed fonts and unclear hierarchy made it harder for customers to read and understand content, and harder for the team to keep pages visually consistent over time as new sections were added.
The Solution
We introduced a structured typography system. Fonts were assigned to specific roles: headings, body text, hero accents. Font choices for key sections can now be controlled via the Theme Editor, and core areas like the cart, footer and brand storytelling blocks were updated to align with the new system.
Why It Mattered
Readability and consistency improved across the site, making product and brand stories easier for customers to follow. It also strengthened the overall perception of the brand as premium and well-designed. Typography is a big part of how a beauty brand communicates quality, and having it locked in pays dividends everywhere.
Technical Details
CSS and typography updates in the OS 2.0 theme. Font families are configurable through theme settings and section settings (Slideshow, Image with text, Video banner, Multi-line Heading). Core components like the cart, footer, and branded content sections were refactored to use the new typography hierarchy.
