diff --git a/viz/app/item_page.js b/viz/app/item_page.js
index 9574d0b..222c382 100644
--- a/viz/app/item_page.js
+++ b/viz/app/item_page.js
@@ -3,6 +3,7 @@ import { parsePriceToNumber, keySkuForRow, displaySku } from "./sku.js";
 import { loadIndex } from "./state.js";
 import { inferGithubOwnerRepo, githubListCommits, githubFetchFileAtSha, fetchJson } from "./api.js";
 import { loadSkuRules } from "./mapping.js";
+import { storeColor, isWhite } from "./storeColors.js";
 
 /* ---------------- Chart lifecycle ---------------- */
 
@@ -665,12 +666,23 @@ export async function renderItem($app, skuInput) {
   const span = (ySug.suggestedMax ?? 0) - (ySug.suggestedMin ?? 0);
   const step = niceStepAtLeast(MIN_STEP, span, MAX_TICKS);
 
-  const datasets = series.map((s) => ({
-    label: s.label,
-    data: labels.map((d) => (s.points.has(d) ? s.points.get(d) : null)),
-    spanGaps: false,
-    tension: 0.15,
-  }));
+  const datasets = series.map((s) => {
+    const c = storeColor(s.label); // store label
+  
+    return {
+      label: s.label,
+      data: labels.map((d) => (s.points.has(d) ? s.points.get(d) : null)),
+      spanGaps: false,
+      tension: 0.15,
+  
+      borderColor: c,
+      backgroundColor: c,
+      pointBackgroundColor: c,
+      pointBorderColor: c,
+      borderWidth: isWhite(c) ? 2 : 1.5,
+    };
+  });
+  
 
   const ctx = $canvas.getContext("2d");
   CHART = new Chart(ctx, {
diff --git a/viz/app/stats_page.js b/viz/app/stats_page.js
index 0e957d9..8c581e1 100644
--- a/viz/app/stats_page.js
+++ b/viz/app/stats_page.js
@@ -5,6 +5,7 @@ import {
   githubFetchFileAtSha,
   githubListCommits,
 } from "./api.js";
+import { storeColor, isWhite } from "./storeColors.js";
 
 let _chart = null;
 
@@ -692,14 +693,23 @@ export async function renderStats($app) {
     const canvas = document.getElementById("statsChart");
     if (!canvas) return;
 
-    const datasets = stores.map((s) => ({
-      label: displayStoreName(s),
-      data: Array.isArray(seriesByStore[s])
-        ? seriesByStore[s]
-        : labels.map(() => null),
-      spanGaps: false,
-      tension: 0.15,
-    }));
+    const datasets = stores.map((s) => {
+        const c = storeColor(s); // store key
+      
+        return {
+          label: displayStoreName(s),
+          data: Array.isArray(seriesByStore[s]) ? seriesByStore[s] : labels.map(() => null),
+          spanGaps: false,
+          tension: 0.15,
+      
+          borderColor: c,
+          backgroundColor: c,
+          pointBackgroundColor: c,
+          pointBorderColor: c,
+          borderWidth: isWhite(c) ? 2 : 1.5,
+        };
+      });
+      
 
     if (_chart) {
       _chart.data.labels = labels;
diff --git a/viz/app/storeColors.js b/viz/app/storeColors.js
new file mode 100644
index 0000000..1785ebc
--- /dev/null
+++ b/viz/app/storeColors.js
@@ -0,0 +1,44 @@
+function normalizeStoreId(s) {
+    return String(s || "")
+      .toLowerCase()
+      .replace(/[^a-z0-9]+/g, "");
+  }
+  
+  const STORE_COLOR_OVERRIDES = {
+    strath: "#76B7FF",
+    bsw: "#E9DF7A",
+    kensingtonwinemarket: "#F2C200",
+    vessel: "#FFFFFF",
+    gullliquor: "#6B0F1A",
+    kegncork: "#111111",
+    legacyliquor: "#7B4A12",
+    vintagespirits: "#E34A2C",
+  
+    // aliases
+    gull: "#6B0F1A",
+    legacy: "#7B4A12",
+    vintage: "#E34A2C",
+  };
+  
+  function hashToHue(str) {
+    let h = 2166136261;
+    for (let i = 0; i < str.length; i++) {
+      h ^= str.charCodeAt(i);
+      h = Math.imul(h, 16777619);
+    }
+    return (h >>> 0) % 360;
+  }
+  
+  export function storeColor(storeKeyOrLabel) {
+    const id = normalizeStoreId(storeKeyOrLabel);
+    const forced = STORE_COLOR_OVERRIDES[id];
+    if (forced) return forced;
+  
+    const hue = hashToHue(id || "unknown");
+    return `hsl(${hue} 65% 55%)`;
+  }
+  
+  export function isWhite(color) {
+    return String(color).toUpperCase() === "#FFFFFF";
+  }
+  
\ No newline at end of file