Grupo Doorcats

Grupo Doorcats needed to bring order to its brand ecosystem and communicate with greater clarity. Within that new structure, Los Gatos became the visible brand for its carpentry and hardware sales and services, building a direct connection with both professionals and private customers.

The challenge was not simply to refresh a familiar look. It was to build a brand that could better express what Los Gatos already was: experience, service, a broad catalog, and a very specific way of supporting the people who rely on it. From the craft itself, from shared know-how, and from family roots that still shape the way the brand moves forward.

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A strategy with roots of its own

The strategy for Los Gatos starts from a simple belief: in a technical sector that often feels distant, closeness matters. The brand needed to speak about products, of course, but also about guidance, service, and a way of being present that builds trust.

From there, Los Gatos was redefined as an expert provider in carpentry and hardware, with a broad and flexible offer designed to respond thoughtfully to very different needs. A brand able to organize a complex offer without losing its natural, approachable character.

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The voice of the craft

The verbal identity brought that same logic into the language. We developed a voice that feels accessible, practical, and familiar, with the authority of a brand that knows the craft from the inside and the warmth of one that has been supporting all kinds of projects for years.

Los Gatos brought in brand assets tied to wood, carpentry, and family. Trade expressions, everyday turns of phrase, and recognizable references that bring the brand closer to its audience and strengthen its personality.

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A symbol with history

The most meaningful design decision was bringing back the cat as the brand’s emblem. Not as a decorative element, but as a way of building into the identity something that had always been part of the brand’s story. In Íscar, the Cabrero family had long been known as Los Gatos.

From there, the visual system was built to balance warmth and structure. The brand’s historic green was refined to feel stronger within the new system shared with Grupo Doorcats, while orange added visibility and energy across different touchpoints. The result was an identity with more character and a stronger ability to be recognized as part of the same family without losing its own distinct voice.

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Digital environment designed to support better

Los Gatos’ digital space was conceived as a service tool. A place able to organize a broad offer without reducing it to a simple product list. The UX and information architecture work focused on making the experience clearer and more useful for very different profiles, from technical professionals to private customers who need help making decisions.

Rather than replicating a standard ecommerce model, we designed a platform meant to bring the brand’s guidance into the digital space. A place where catalog, services, and support come together in a clear, practical experience.

Crafted to lead

The result is a clearer, more coherent brand, better equipped to express its full value. A brand that continues to grow from what has always made it distinctive: craft, experience, and a way of supporting people rooted in its family history.