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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.

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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.

Smalls imagery

141 images from smalls.com, in 5 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Benefit graphics

10 images

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.

  • A close-up product shot of a mounded, textured meat pâté or pet food served in a shallow, clear glass dish.
  • A close-up studio shot shows a shallow clear glass bowl filled with chunky, light brown shredded meat, possibly tuna or chicken salad.
  • A top-down studio shot shows a round, sand-colored ceramic bowl filled with finely crumbled, moist brown pet food.
  • A focused tuxedo cat with sleek black fur and a prominent white patch on its chest sits tucked inside a brown cardboard box.
  • A close-up photo shows the fuzzy backside of a ginger tabby kitten with its white-tipped tail pointing straight up.
  • A fluffy, long-haired grey tabby cat leans down to eat intently from a small, polished silver metal bowl.
  • A close-up photo of a grumpy-looking black Persian cat with intense yellow eyes being hand-fed a creamy treat from a white spoon.
  • A close-up photograph features a black Persian cat with a fresh 'lion cut' shave, showing its greyish undercoat and fluffy paws.
  • A Siamese cat with a dark chocolate face and paws reaches out with one front leg to play with a thin stream of water in a white bathtub.
  • A minimalist black graphic features six callout points arranged in a circular formation, designed to frame a central object.

Food product imagery

53 images

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.

  • A top-down studio shot of a Smalls Ground Bird cat food pack, showing smooth brown pate inside a clear vacuum-sealed container against a vibrant yellow…
  • A top-down product shot shows a rectangular, clear plastic container of Smalls cat food filled with smooth, brown pate against a warm peach background.
  • A top-down product shot of a rectangular container of Smalls "Pulled Bird" cat food centered on a bright yellow background.
  • A vertical studio product shot features a rectangular plastic-sealed tray of Smalls cat food centered against a solid lavender background.
  • A top-down product shot of Smalls 'Smooth Bird & Fish Dish' cat food, featuring a uniform brown pâté in a rectangular plastic container.
  • A top-down studio shot of a Smalls cat food tray against a solid peach background.
  • A top-down studio shot features a rectangular plastic container of Smalls Fresh Turkey cat food against a solid peach background.
  • A flat-lay product shot of a Smalls 'Smooth Bird' fresh cat food package centered against a solid yellow background.
  • A studio product shot of a rectangular container of Smalls "Fresh Fish" cat food against a pale blue backdrop.
  • An orange tabby cat sits on a beige sofa between two people, curiously sniffing treats from an open hand.
  • A close-up lifestyle photo shows a dark-skinned person's hand pouring liquid from a purple "SMALLS BROTH FOR CATS" pouch into a beige ceramic bowl.
  • A vibrant yellow stand-up pouch of Smalls freeze-dried cat food is centered against a clean, off-white background.
  • A studio product shot of the back of a bright yellow Smalls cat food pouch, titled "We’re here to make nine lives - ten." The pouch is presented straight-on…
  • A person viewed from behind reaches into a light wood pantry to grab a bright yellow pouch of SMALLS 'Freeze-dried food.
  • A close-up lifestyle photo captures a person's hand pouring liquid from a blue pouch labeled 'FISH BROTH' onto cat food in a ceramic bowl resting on a brown…
  • A clean product shot features three light blue squeeze pouches of Smalls "Broth for Cats" arranged in a slightly overlapping row.
  • A light blue squeeze pouch of Smalls Fish Broth is shown from the back against a plain cream background.
  • A vibrant yellow stand-up pouch of Smalls Bird Broth for Cats sits centered against a neutral cream background.
  • The back of a bright yellow squeeze pouch for cat food topper is centered against a light beige background.
  • A top-down action photograph captures a dense mass of crumbled, cooked ground meat mixed with small green vegetable flecks falling through the air.
  • A vibrant top-down food photo features a bright orange salmon fillet and a piece of pale white fish resting on a bold cobalt blue cutting board.
  • A circular photograph captures a sleek black cat leaning over a pale yellow food bowl against a muted sage green backdrop.
  • A trio of Smalls Broth for Cats squeezable pouches stands centered against a neutral, off-white background.
  • Three lavender-colored squeeze pouches of Smalls "Pig Broth" for cats stand in a slight arc against an off-white background.
  • A studio product shot features the back of a lavender-colored squeeze pouch for Smalls Pig Broth cat food topper, centered against a neutral cream background.
  • Three identical vibrant yellow pouches of Smalls "BROTH FOR CATS" stand in a slight arc against a neutral cream background.
  • A close-up product shot shows the yellow back of a Smalls Bird Broth cat food squeeze pouch with a white screw cap.
  • Three vertical retail boxes of Smalls cat treats stand in a row against a neutral beige background.
  • An extreme macro close-up captures an orange tabby cat with its textured, sandpaper-like tongue extended to lick a creamy treat.
  • Three bright yellow boxes of Smalls Bird Licks cat treats stand in a row against a neutral, beige background.
  • Three identical boxes of Smalls Fish Licks cat treats stand in a row against a soft beige background.
  • A striking extreme close-up photo shows a long-haired cat with vibrant blue eyes and sharp fangs eagerly eating from a blue squeeze pouch.
  • Three vertical retail boxes for Smalls Fish Licks Salmon Recipe cat treats are arranged in a row against a plain beige background.
  • An extreme close-up photo shows a brown tabby cat’s pink, textured tongue licking a creamy treat from a light blue squeeze pouch.
  • A top-down product shot features the Smalls Fish in Dish crochet cat toy attached to its light blue cardboard backing.
  • A high-angle studio product shot displays a playful crochet representation of a white bento box containing two blue sausages.
  • Three vertical cat treat boxes are aligned in a row against a neutral beige backdrop, showing yellow, light blue, and royal blue colorways.
  • A minimalist circular graphic featuring a simple line-art sprout with two leaves growing from a central stem.
  • A minimalist graphic icon featuring a centered, white heart shape outlined in thick black.
  • A minimalist graphic icon featuring a white liquid droplet with a black 'X' centered inside it.
  • A minimalist graphic icon featuring two white, four-pointed star sparkles outlined in black.
  • A tall stack of five rectangular cat food containers sits in the foreground, surrounded by a variety of colorful Smalls brand products against an off-white…
  • A vibrant yellow resealable bag of Smalls freeze-dried cat food stands centered against a neutral cream background.
  • A vibrant yellow pouch of Smalls Freeze-dried food for cats stands centered against a neutral cream background.
  • A light blue resealable pouch of Smalls freeze-dried cat food is centered against a beige backdrop.
  • A light blue stand-up pouch of Smalls freeze-dried cat food is centered against a clean, off-white background.
  • A light blue bag of Smalls Puffy Fish freeze-dried cat treats is centered against a clean, off-white background.
  • A close-up lifestyle photo shows a dark-skinned hand pouring yellow liquid from a bright yellow pouch labeled "BIRD BROTH" into a ceramic bowl of cat food.
  • A studio product shot of a light purple flexible pouch of Smalls Broth for Cats against a neutral off-white background.
  • A studio product shot of a pale blue Smalls 'BROTH FOR CATS' squeeze pouch with a white screw cap, centered against a neutral off-white background.
  • A studio product shot features a light blue box and a matching single-serve tube of Smalls Fish Licks cat treats on a neutral cream background.
  • A vertical product shot features a tall, bright yellow box and a single matching tube of Smalls Bird Licks chicken recipe cat treats against a neutral tan…
  • A light blue Smalls 'Fish Licks' box and a single treat tube stand vertically against a neutral beige background in this product shot.

Lifestyle and editorial imagery

27 images

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.

  • A wide-eyed black cat with bright yellow-green eyes peeks over the rim of a white, cat-shaped ceramic bowl containing shredded wet food.
  • A calico cat with green eyes and patches of orange and black fur sits alertly on a textured white rug bathed in bright sunlight.
  • A tortoiseshell cat naps on a textured rust-colored surface, clutching a small yellow crocheted toy to its face.
  • A vertical photo captures a woman with long black hair and bright blue glasses leaning against the back of a pink couch, next to a man with wavy blonde hair…
  • A vertical photo shows a young woman with dark hair and glasses lying on a bed with a large, fluffy gray cat.
  • A top-down lifestyle photo captures an assortment of Smalls cat products spread out on a glass coffee table, including fresh food packs, 'Puffy Bird'…
  • A woman with dark curly hair smiles warmly while cuddling a grey tabby cat in a sunlit bedroom.
  • A sleek gray cat lies relaxed on a black kitchen island surrounded by Smalls brand pet food products, including an open shipping box, yellow treat bags, and…
  • A close-up photograph of a grey and white tabby cat named 'CLEMENTINE' who stares directly into the camera with wide, greenish-yellow eyes.
  • A top-down photograph shows raw chicken thighs and a single organ on a wooden cutting board, set against a white tile surface with bold orange grout.
  • A sleek black-and-white tuxedo cat peers out from an open cardboard box labeled with a large black 'MA' logo and a yellow cat illustration.
  • A close-up lifestyle photo captures tattooed hands scooping beige-colored paste from a clear container into a tan textured bowl on a warm wooden countertop.
  • A person's hands are shown opening a square red gift tin decorated with colorful illustrations of cartoon cats lounging on wooden shelves.
  • A fluffy, long-haired calico cat with a bushy tail stands on a pink laminate kitchen table, looking directly at the camera.
  • A black and white kitten with white paws and long whiskers looks directly at the camera while sitting on a light wood kitchen counter.
  • An assembly line of Smalls cat food packages moves through industrial machinery on a silver metallic conveyor belt.
  • A fluffy ginger cat licks its nose while perched on a white kitchen counter next to a pedestal-style feeding bowl.
  • A tabby and white cat stands on its hind legs atop a cream chair, reaching out with one paw to touch a vacuum-sealed pack of Smalls 'Smooth Pig' cat food.
  • A fluffy white and grey long-haired cat licks its nose while sitting on a wooden kitchen counter next to a large cardboard box printed with 'SMA' and yellow…
  • A close-up photograph of a wide-eyed Siamese kitten wearing a clear plastic recovery cone with a black rim.
  • A close-up photo shows a brown and grey tabby cat leaning down to eat dry kibble from a sage green, pedestal-style bowl.
  • A person viewed from behind in a green polo shirt reaches into a wooden pantry for a bright yellow bag of Smalls Freeze-dried food for cats.
  • A sleek gray cat eats from an elevated cream and blue ceramic bowl placed on a patterned rug in a modern kitchen.
  • An extreme close-up photo focuses on a cat's textured pink tongue licking creamy tuna puree from a blue squeeze pouch.
  • Two fluffy kittens, one solid black and one white with black patches, stand on a plush, mustard-yellow velvet sofa.
  • A tiny black kitten with a white patch on its chest looks up curiously at a larger black cat on a plush, honey-colored velvet couch.
  • A fluffy white kitten with black patches and a dark tail is captured mid-scramble as it climbs onto a warm mustard-yellow velvet sofa.

Goods and merchandise imagery

34 images

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.

  • A close-up shot of a rumpled sage green t-shirt featuring a brown line-art illustration of a cat tree with yellow cartoon cats.
  • A dark chocolate brown, circular silicone pet bowl is shown in a studio product shot against a plain white background.
  • A light cornflower blue collapsible silicone bowl is shown in a partially collapsed, shallow state against a plain white background.
  • A tiered pedestal pet feeder featuring a dark brown, ringed bowl on a light sage green stem, set upon a wide dark green glossy circular base.
  • A modern, sculptural pedestal bowl sits centered against a clean white background.
  • A high-angle product shot features a modernist pedestalled bowl composed of stacked geometric shapes in contrasting colors.
  • A modern, sculptural slow feeder pet bowl sits against a plain white background, featuring a three-tiered color-blocked design.
  • A mound of textured, beige pate sits inside a lime green, chalice-like ceramic pet bowl with a thick pedestal base.
  • A mound of textured, pate-style pet food sits in a modern pedestal bowl with a pale yellow exterior and a bright blue interior.
  • A rectangular clear glass food container features a soft mint green silicone lid embossed with the word SMALLS.
  • A top-down studio shot shows a pale mint green silicone food container lid and a small peach-colored plastic scoop against a solid white background.
  • An extreme close-up of an orange cat’s face, featuring a white daisy resting on its nose, serves as the cover for Vol 1 of 'CATNIP: A MAGAZINE FOR CAT PEOPLE'.
  • A two-page magazine spread titled "FROM CATPRICORN TO PAWSCES" features an astrological guide for cats in collaboration with the brand Smalls.
  • A surreal magazine cover titled "CATNIP: A MAGAZINE FOR CAT PEOPLE" features a fluffy white cat with two bright red gerbera daisies covering its eyes.
  • A high-fashion magazine spread features a woman in a shimmering black sequined catsuit and cat ears posing with a vintage black rotary telephone.
  • A vertical product shot of a pale cream booklet titled 'CAT PARENTHOOD' in large, black sans-serif lettering.
  • A two-page book spread titled "GETTING READY" features minimal line drawings of vibrant yellow cats and pet supplies against a pale cream background.
  • A dark navy blue cotton baseball cap is shown in a centered product shot against a plain white background.
  • A black short-sleeved t-shirt features a patriotic, rock-inspired graphic of four cats in front of a distressed American flag.
  • This product shot features a folded, plush terrycloth towel with a wide checkered pattern in pale pink and vibrant mustard yellow.
  • A square, plush throw blanket features a cream-colored base with a wide yellow grid pattern.
  • A dusty mauve, short-sleeved t-shirt features a central graphic of a striped kitten cleaning its paw, rendered in a dark red halftone screen print.
  • A close-up lifestyle shot features the back of a person wearing a dusty rose t-shirt printed with six burgundy-colored cat illustrations in various poses.
  • A light sage green, short-sleeved t-shirt is centered against a flat white background.
  • A close-up photograph focuses on the back of a person wearing an olive green t-shirt while seated in a wooden chair.
  • A flat lay studio shot of an off-white, long-sleeved cotton t-shirt against a plain white background.
  • A close-up photograph focuses on the back of a cream-colored long-sleeve shirt worn by a person with dark hair and a small hoop earring.
  • A medium blue denim tote bag with a minimalist white line drawing of a sitting cat on the front center.
  • A light blue denim tote bag is draped over a bright blue outdoor table, featuring the word "smalls" in a bubbly, cloud-like white outline font at the top and…
  • A vibrant blue cotton twill baseball cap features bold yellow embroidery on the front panel.
  • A close-up lifestyle photo of a man smiling downward while wearing a vibrant royal blue baseball cap.
  • A collection of bright yellow cat stickers is displayed inside a clear plastic sleeve with a white cardstock topper that reads 'SMALLS Cat Pack' in bold…
  • This graphic illustration features five pale yellow stickers with minimalist black line drawings of cats in various playful poses.
  • A long, yellow rectangular bumper sticker is angled diagonally against a plain white background.

Identity and site imagery

17 images

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.

  • A close-up photograph captures two brown tabby cats leaning in to inspect a lime-green and chocolate-brown bowl filled with chunky dry kibble.
  • A cream-colored Siamese-mix cat is captured mid-leap, stretching its body as it jumps from a light wood record shelf toward a dark wood surface holding a…
  • A light-colored Siamese-mix cat is captured in mid-motion, stepping from a light wood record shelf toward a dark brown tabletop.
  • A close-up lifestyle photograph captures a curious tabby cat standing on its hind legs to inspect a cream-colored elevated food bowl.
  • A wide-eyed orange tabby cat is held in the arms of a smiling person wearing a blue denim jacket.
  • A top-down studio product shot features a round, tan stoneware bowl filled with finely crumbled, moist brown wet pet food.
  • A close-up lifestyle photo captures an orange tabby cat being hand-fed on a couch between two people.
  • A person in a lime-green striped shirt sifts through a red tin box filled with Smalls brand cat toy packages, holding up a yellow 'Ham Bone Trio' set of…
  • An orange tabby cat looks upward with its tongue out, licking a creamy treat from a yellow sachet held by a human hand.
  • A long-haired calico cat hunches forward to lick a mound of pate from an elevated pedestal feeder on a dark red carpet.
  • This top-down food photograph features raw organ meats and chicken thighs arranged on a wooden cutting board against a white tiled surface with red grout.
  • A food processing facility worker, wearing a white smock, hairnet, and face mask, reaches out with a black-gloved hand toward a large metal mixing machine.
  • A close-up action shot of an industrial assembly line processing rows of Smalls brand cat food.
  • A fluffy, black-and-white long-haired kitten peers drowsily over the edge of a brown cardboard box, its small paws resting on the cardboard flap.
  • A man with long wavy dark hair and a beard holds a fluffy black and white kitten, offering it a spoonful of wet food.
  • A black and white tuxedo cat with bright yellow eyes peers curiously from inside a brown cardboard shipping box.
  • A tabby kitten's white-toed paw and the top of its head peek out from an open cardboard box being held by a person in a white sweatshirt.

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.

It has the guidance, 141 images and the logos. The font files belong to True Pet Food Project Inc, so they’re left out.

Download the Brand SkillZIP, 9.8 MB

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/

├ images/

└ logos/

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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