Brand Book

Visual Identity Guidelines — 2026

v1.0 — February 2026

Brand Foundation

Our Story

A home is a sanctuary, but for cat owners, it is often a place of compromise. KAAPAW was created to end that compromise.

We believe that every item you bring home for your cat should carry companionship, trust, and harmony. We are thoughtful curators who search the globe for better choices — innovations that respect both the feline spirit and the human aesthetic.

By following the high standards of Nordic quality, we choose only what is truly worth having. We believe that choosing well brings a little more hygge and calm to every home with paws.

Our mission is to create small rituals that nurture companionship and add more joy to daily care. May every purchase bring greater ease to you, better comfort to your cat, and a lighter footprint on the earth.

"We love our cats, but we don't always love the clutter they bring. KAAPAW was created to end that compromise."

The Vision

To redefine the modern pet household as a place of perfect harmony, where feline innovation and human design coexist effortlessly in every Danish home.

The Mission

To provide affordable premium solutions for cat owners through curated innovation and community co-creation. We make daily care easier and more beautiful — Curated for cats, Designed for humans.

What We Stand For

Core Values

Four principles that guide every product we source, every word we write, and every decision we make.

Better-Forward

Everyday care can always be made easier through simple innovation. We never settle — we constantly seek smarter, more elegant solutions for daily rituals.

Shared Well-Being

Well-being and bonding belong with people, cats, and the planet — together. Every product must serve all three.

Affordable Premium

Quality and aesthetics should not be a luxury, but an everyday right for every cat. Beautiful design at honest prices.

Curated Choice

Choosing well brings a little more hygge and calm to every home with paws. Less clutter, more intention.

How We Work

Strategic Pillars

Three pillars that guide every product sourced and every message communicated.

💎

Affordable Premium

Quality and aesthetics should not be a luxury. We source the best globally and curate locally, making premium cat care an everyday right — not an indulgence.

✨

The "Invisible" Solution

If it's for the cat, it must be effective. If it's for the home, it must be beautiful. We solve the messy parts of cat ownership so only the joy remains.

🤝

Community-Driven

We don't just sell to owners; we build with them. Through our Facebook group and our testing & exhibition events, our customers are our R&D department.

Visual Identity

Logo System

The KAAPAW logo combines a bold "K" lettermark with an integrated cat paw — symbolizing the seamless union of human design and feline life. It should always be treated with care and consistency.

Primary — On White

Reversed — On Deep Navy

Reversed — On Primary Orange

Primary — On Cream

Clear Space

1x 1x

Minimum clear space equals the height of the paw element within the "K" mark. This space must remain free of any text, graphics, or visual elements.

Geometry

Logo Usage Rules

✓ Use approved colors Primary orange, reversed white, or monochrome black on approved backgrounds.

✓ Maintain proportions Always scale uniformly. Never stretch, compress, or distort the mark.

✓ Respect clear space Keep a minimum clear zone of 1x around all edges of the logo.

✗ Don't alter colors Never apply gradients, shadows, outlines, or unapproved colors to the logo.

✗ Don't rotate or skew The logo must always appear upright and level. No tilting or 3D effects.

✗ Don't place on busy backgrounds Avoid low-contrast or cluttered backgrounds that reduce legibility.

Color System

Color Palette

A bold, warm palette rooted in KAAPAW's energy and the calm depth of Nordic trust. Orange leads with confidence, deep navy grounds with authority, warm yellow adds optimism, and Nordic teal brings freshness.

Primary

KAAPAW Orange

#ED5C01

RGB 237, 92, 1 | CMYK 0, 74, 100, 0

Support

Deep Navy

#062D3E

RGB 6, 45, 62 | CMYK 95, 60, 40, 55

Supportive

Warm Yellow

#FBBD08

RGB 251, 189, 8

Supportive

Nordic Teal

#189CAB

RGB 24, 156, 171

Orange Tints

#ED5C01

#FF8A3D

#FFB980

#FFD9B3

#FFF0E5

Navy Tints

#062D3E

#0A4D6B

#1A7AA3

#A3D5E8

#E8F4F8

Yellow Tints

#FBBD08

#FDD44B

#FEE68A

#FFF3C4

#FFF8E1

Teal Tints

#189CAB

#4DC5D1

#8EDCE3

#C0EDF1

#E0F5F7

Neutrals

900

700

500

300

100

Cream

White

Color Usage Ratios

White / Cream — 50% Orange — 20% Navy — 15% Yellow — 8% Teal — 7%

Type System

Typography

A modern pairing that balances confidence with clarity. General Sans brings geometric precision and warmth to headlines — complementing the KAAPAW wordmark's bold character. DM Sans delivers clean readability for body content.

General Sans

Display Font — Headlines, Titles, Quotes | Weights: 300, 400, 600, 700

DM Sans

Body Font — Paragraphs, UI, Navigation | Weights: 300, 400, 500, 600, 700

Type Scale

Harmony at HomeGeneral Sans 700 / 48px / 1.15 line-height

Curated with CareGeneral Sans 700 / 36px / 1.2 line-height

Nordic PrecisionGeneral Sans 600 / 26px / 1.3 line-height

Better-Forward InnovationDM Sans 600 / 20px / 1.4 line-height

Body

We believe that every item you bring home for your cat should carry companionship, trust, and harmony. We are thoughtful curators who search the globe for better choices.DM Sans 400 / 17px / 1.7 line-height

Caption

Curated for cats, Designed for humans.DM Sans 400 / 13px / 1.5 line-height / 0.5px letter-spacing

Overline

New ArrivalDM Sans 600 / 11px / uppercase / 4px letter-spacing

Brand Expression

Tone of Voice

KAAPAW speaks with warm authority — knowledgeable yet approachable, sophisticated yet never pretentious. We respect cats as companions, not accessories.

✓ Do Use

Ritual — "Transform daily care into a ritual"
Harmony — "Perfect harmony between feline and human"
Precision — "Precision-engineered for paws"
Ease — "Effortless ease, every day"
Curated — "Thoughtfully curated from around the world"
Hygge — "A little more hygge for homes with paws"

✗ Don't Use

Cutesy language — No "fur babies", "pawsome", or baby talk
Green-washing — No vague sustainability claims without substance
Cat baby talk — We respect cats as sophisticated inhabitants
Hard sell language — No "buy now!", "limited time!", or pressure tactics
Generic pet-brand tone — We're a design brand, not a pet shop
Overly technical jargon — Knowledgeable, not academic

The Elevator Pitch

We are KAAPAW. We're a group of expats in Denmark who believe your cat's gear shouldn't ruin your home's vibe. We source globally and curate locally, bringing you cat essentials that are engineered for feline well-being and designed for human aesthetics. From our community-tested litters to our furniture-grade toys, we make daily care feel like a ritual, not a chore.

Brand Character

Brand Persona

The character behind every message, every product description, and every customer interaction.

🧭

The Knowledgeable Curator

That Well-Traveled Friend

KAAPAW is like that friend who has lived all over the world, knows exactly which products actually work, but still prioritizes a cozy, beautiful home. They're the one who's already done the research — tested the litter in three countries, found the toy that actually lasts, discovered the bowl design that doesn't slide across the floor at 3am. They share their finds with warmth, not superiority. Knowledgeable, discerning, but never pretentious.

Imagery Guidelines

Photography Style

Every image should feel like a curated moment — warm, intentional, and beautifully composed. Cats as confident inhabitants, homes as designed sanctuaries.

🏠

Lifestyle Interiors

Scandinavian-inspired spaces with natural light, neutral tones, and warm textures. Products integrated naturally — never staged artificially.

🐈

Cats as Inhabitants

Cats photographed with dignity — never in costumes or forced poses. Natural behavior, confident postures. They own the space.

📦

Product Detail

Clean product shots on white or cream backgrounds. Emphasis on materials, texture, and craftsmanship. Studio-lit, minimal styling.

🤲

Human-Cat Bond

Warm, candid moments between owners and cats. Golden hour light preferred. Authentic connection, not performative affection.

🎨

Color Direction

Warm whites, soft beiges, muted greens, natural wood tones. Pop of KAAPAW orange through products or accents. Avoid cool, clinical looks.

🚫

Avoid

Over-filtered images, neon colors, cats in costumes, cluttered scenes, stock photography clichés, or overly "cute" compositions.

Brand In Action

Applications

How the KAAPAW identity comes to life across touchpoints — from digital to physical, every interaction reinforces the brand.

Yufan Wang

Co-Founder & Curator

Business Card

Minimal white card with logo, name, and contact. Deep navy text on matte white stock.

Nordic Crystal Litter

Premium • 5L

Product Packaging

Clean deep navy packaging with logo prominent. Product name in General Sans, details in DM Sans.

Social Media

Orange gradient headers for brand posts. Clean white cards for product features.

Branded Tote Bag

Natural canvas tote with logo in primary orange. Clean, minimal — designed to be carried proudly.