Grupo Doorcats

Doorcats Group needed to streamline its brand ecosystem for clearer communication. Within this new architecture, Los Gatos became the visible brand for carpentry and hardware sales and services, directly connecting with professionals and individuals.

The challenge wasn't merely to update a familiar image. It was about building a brand that could better showcase what Los Gatos already embodied: experience, service, an extensive catalog, and a very specific way of supporting those who trust it. All rooted in craftsmanship and a family legacy that continues to guide its path.

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A strategy with its own roots

Los Gatos' brand strategy stems from a simple conviction: in a technical and often distant sector, proximity matters. The brand needed to speak about products, yes, but also about advice, service, and a presence that builds trust.

From this foundation, Los Gatos defined itself as an expert carpentry and hardware supplier, offering a broad and flexible proposition to judiciously meet diverse needs. A brand capable of organizing a complex offering without losing its authentic touch.

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The voice of the craft

The verbal identity carried this same essence into the language. We built an accessible, practical, and familiar voice, with the authority of someone who knows the craft inside out and the approachability of someone who has been supporting all kinds of projects for years.

Los Gatos incorporated elements related to wood, carpentry, and family. These included industry expressions, everyday phrases, and recognizable nods that bring the brand closer to its audience and reinforce its personality.

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A symbol with history

The most significant design decision was to retain and evolve the cat as an emblem. This wasn't merely a decorative choice, but a way to integrate into the brand's identity something that was already deeply rooted in its history. In Íscar, the Cabrero family had always been known as Los Gatos (The Cats). And that's how "the cat of Los Gatos" came to be.

From that point, the visual system was developed to balance warmth and structure. The historic green was reformulated to gain solidity within the new system shared with Grupo Doorcats, while the orange was updated to provide visibility and rhythm across various touchpoints. The result was an identity with more personality and a greater ability to be recognized as part of the same family without losing its unique character.

A website animation would be needed here (when ready)

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Digital platform for enhanced support

Los Gatos' digital platform was conceived as a service tool. It's a space capable of organizing an extensive offering without reducing it to a simple product list. The UX and information architecture work focused on making the experience clearer and more useful for a wide range of users, from technical professionals to individuals needing support to make purchasing decisions.

Rather than simply replicating a typical e-commerce site, a platform was designed to bring the brand's advisory service into the digital realm. It's a place where the catalog, services, and support coexist within a clear and practical experience.

Leadership material

The result is a clearer, more coherent, and better-prepared brand, ready to project its full value.

A brand that continues to grow based on what has always made it distinct: craftsmanship, experience, and a supportive approach rooted in its family history.