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(Brand guidelines) // Pets

Smalls brand
guidelines

Smalls’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from smalls.com.

Download the Brand Skill
SMALLS wordmark in black
  • Yellow#FFEC66
  • Black#000000
  • Warm grey#EFECE6
  • Greige#E0D9CB

About Smalls

Smalls makes cat-first food, treats, and goods with an optimistic, playful point of view: better nourishment and everyday care for longer, better years together. Its identity pairs a confident, minimal visual system with warm, conversational copy made for cats and the people who love them.

Use the SMALLS wordmark as the primary logo, in black on Yellow, Warm grey or white. The yellow cat face is a compact mark for small spaces. Keep either one clear, intact, and easy to recognize, on a background that gives it clear contrast. The logo is a brand signature, not a decorative element.

Smalls colors

  • Yellow

    Signature accent, highlights and the cat face

    HEX
    RGB

  • Black

    Wordmark, text and bold blocks

    HEX
    RGB

  • Warm grey

    Page background

    HEX
    RGB

  • Greige

    Section and card backgrounds

    HEX
    RGB

  • White

    Cards and text on black

    HEX
    RGB

Smalls fonts

  • ABC Monument Grotesk

    Headings · 500, Body · 400, Buttons · 400

  • Yorick

    Uppercase editorial callouts · 400

Font names only. The Brand Skill download doesn’t include font files.

Smalls’s voice

Write like a knowledgeable cat person: warm, confident, clear, and lightly mischievous. Lead with the cat’s benefit, then explain it in plain language. Short punchy statements can carry energy; follow them with useful specifics. Use feline wordplay naturally, not as a substitute for meaning.

Smalls copy balances playful feeling with practical nutrition detail.

Describe product benefits as support, not a promise of a particular outcome. When using customer survey or health-improvement claims, retain the stated percentage and attribution; avoid turning reported results into guaranteed results for every cat.

  • “Making nine lives ten”
  • “More meat, less mystery”
  • “No shortcuts on ingredients”
  • “A treat you’ll feel good giving”

Dos and don’ts

Do

  • Keep the cat’s wellbeing at the center of the message, and explain the practical benefit in straightforward language.
  • Pair confident, playful headlines with concrete product details such as ingredients, texture, or preparation.
  • Use a warm, conversational tone and feline wordplay where it feels natural.
  • Qualify health and customer-outcome claims accurately, including the attribution and percentage when relevant.
  • Keep the visual identity focused: the SMALLS wordmark, Yellow against Black or Warm grey, and Monument Grotesk throughout.

Don’t

  • Don’t make a health benefit sound guaranteed for every cat.
  • Don’t make copy vague or overstuff it with claims; support a benefit statement with clear product facts.
  • Don’t let jokes or cat puns obscure what a product is or how it helps.
  • Don’t distort or obscure the Smalls mark, or undermine the clear contrast of the brand palette.

More from the Brand Skill

Benefit graphics

Use simple, clearly labeled graphics to make nutrition and product benefits easy to scan. Keep illustrations and symbols subordinate to the message and visually consistent with the clean, approachable presentation of the brand.

Food product imagery

Present Smalls food clearly and appetizingly. Keep packaging, recipe identity, and product details easy to distinguish. Product visuals span fresh meals, freeze-dried food, broths, and lickable treats; match the image and treatment to the specific product rather than making different formats look interchangeable.

Lifestyle and editorial imagery

Use natural, lived-in scenes to show cats in the spaces they share with people. Keep the mood affectionate and inviting, with the cat and its everyday experience at the center. Customer stories and editorial photography can bring real-life character to brand communications.

Goods and merchandise imagery

Smalls goods extend the brand into daily life with playful cat-focused objects and apparel. Show each item clearly and let its own design remain legible; keep the presentation friendly and accessible to both cats’ people and their feline companions.

Identity and site imagery

Use the SMALLS wordmark as the brand signature. The site’s visual world is light, warm, and uncluttered, with product and cat imagery placed in clear, considered compositions.

Download Smalls’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Smalls’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

smalls-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ imagery-benefit-graphics.md

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ imagery-food-products.md

│ ├ imagery-lifestyle-and-editorial.md

│ ├ imagery-goods-and-merchandise.md

│ ├ imagery-identity-and-site.md

│ ├ colors.md

│ ├ logo.md

│ └ typography.md

└ assets/logos/

├ smalls-wordmark.svg

└ smalls-icon.png

Rainbrand’s Brand Agent built this Brand Skill from smalls.com on 30 Oct 2026. It isn’t Smalls’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Smalls and its logos are trademarks of True Pet Food Project Inc. Rainbrand isn’t affiliated with or endorsed by True Pet Food Project Inc.

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