Brand Guidelines: Now Designs by Danica

Now Designs is our tribute to the tastes and textures that inspire us to explore, create and gather to share culinary experiences.

From harvesting our own herbs, farmer’s market fresh finds to an al fresco feast, our collection offers high-quality kitchen and dining essentials that celebrate and support the joy of living well. With reimagined classic patterns and an abundance of colors and tones to appeal to every taste, Now Designs offers the perfect ingredients for you to express, enjoy and share your love for all things culinary.

Brand Statement

New and now with a traditional touch. Kitchen and dining essentials for every taste.

Brand Statement

New and now with a traditional touch. Kitchen and dining essentials for every taste.

  • The Look

    • Culinary themes
    • Classic florals
    • Hand-drawn & painterly
    • Coordinating solids
    • Bright & Colorful
    • Seasonal
    • Functional
    • Timeless modern

  • The Products

    • Kitchen Linens
    • Table Linens
    • Totes & Bags
    • Doormats
    • Bowl Covers

  • The Customer

    • Kitchen Stores
    • Supermarkets
    • Hardware

  • The Voice

    • Romantic
    • Classic
    • Technical
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See all Now Designs Products

Now Designs

Brand Guidelines

  • Logo

    Logo

    Minimum application size: 0.5" wide

  • Logo Flag

    Logo Flag

    Minimum application size: 1" wide

  • Main Color

    Main Color

    Soft Black
    Hex #363637

  • Accent Colors

    Accent Colors

    Cool Gray: Hex #939597
    Peacock: Hex #006e74
    Chili: Hex #ad1e2e

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Photography Styling Guide

  • Photo Styling

    Look & Feel

    • Classic
    • Homestyle
    • Warm
    • Culinary
  • Photo Styling

    Backdrops

    • Light wood
    • White and light painted surfaces
    • Marble
    • Granite
    • Tiles
    • Stainless Steel
  • Photo Styling

    Layouts

    • Natural, layered, relaxed
    • Authentic kitchen scenes
    • Tablescapes
    • Retail displays
    • Home settings
  • Photo Styling

    Props

    • Kitchen tools
    • Dining accessories
    • Fruits & veggies
    • Cooking & baking ingredients
    • Baked goods
    • Flowers
    • Leafy greens
    • Garden accessories.
  • Photo Styling

    Styling Effects

    • Scattered props and tipped over products add a natural, candid feel
    • Prop with coordinating products from the brand when appliable
    • Use products from other Danica brands only if it's more neutral and generic. It should not be easily identified.
    • Relaxed but well coordinated table settings tell the right story
  • Photo Styling

    Themes & Stories

    • Props directly drawn from the design is a fun way to show off the artwork & colors
    • Gardening can be a great prop and styling theme for some products & designs
    • Collection shots can be complex and layered to show off the product family
  • Photo Styling

    Scaling

    • Go in close on smaller items, and include props that give a sense of scale
    • Show product sets in use together with appropriate props for scale reference
  • Photo Styling

    Settings

    • Hands and action shots are great to show how to use products
    • Larger retail settings and kitchen scenes show color and pattern coordination well
  • Now Designs Models

    Look & Feel

    • Relatable
    • Classic
    • Diverse
    • All ages
    • Families
  • Now Designs Models

    Wardrobe

    • Classic cuts, colors and patterns.
    • Neutral collared shirts and blouses.
    • Jeans, chinos, dress pants and skirts. In-line aprons.
    • Fitted dresses.
    • Boots, flats, sandals.
    • Cotton, chambray.
    • Plaids, gingham, solids, stripes.
  • Now Designs Models

    Makeup & Hair

    • Lightly styled and made up.
    • Neat and tidy.
    • Manicured nails in coordinated colors, can be bold if it ties into product.
    • Everyday styled hair.
    • Pony-tails, buns, simple up-dos
    • Simple, understated jewellery
  • Now Designs Models

    Posing

    • In the moment, focused on a task or demonstrating.
    • Joyful, confident.
Now Designs

What Not To Do

  • Dramatic Lighting
    Now Designs Don'ts

    Dramatic Lighting

    Keep the lighting soft and natural to differentiate from our other brands. Avoid hard shadows and overlay effects.

  • Vibrant Backdrops
    Now Designs Don'ts

    Vibrant Backdrops

    Stay away from bightly coloured, painted backdrops to differentiate from our other brands. Think classic home and kitchen surfaces.

  • Dark & Rustic Backdrops
    Now Designs Don'ts

    Dark & Rustic Backdrops

    Avoid dark, rustic wood and weathered surfaces to differentiate from our other brands. The Now Designs home is more modern with lighter woods and clasic kitchen surfaces.

  • Dried Flowers & Cacti
    Now Designs Don'ts

    Dried Flowers & Cacti

    Keep it fresh! Go for fresh flowers, herbs and produce instead of dried. Avoid succulents, cacti and sculpted plants to differentiate from our other brands.

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Additional Brand Resources

Danica Resources

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Additional Brand Resources

Danica Resources

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