Brand Tone

Authentic & Heritage-Rich, Stylish & Fashion-Forward, Sporty & Dynamic, Confident & Bold (sometimes Edgy/Non-conformist), Youthful & Contemporary

Brand Values

• •Authenticity
• •Equality & Mutual Support
• •Individuality & Non-conformity
• •Italian Heritage & Style
• •Innovation & Quality
• •Passion for Sport & Active Living
• •Community & Connection

Best Practices

• •Embrace the "Omini" Story: Consistently reference the values of equality and mutual support embodied by the logo. This is a unique brand asset.
• •Balance Heritage with Modernity: Highlight Kappa's rich history and Italian roots while showcasing its contemporary relevance and fashion-forward designs.
• •Speak with Confidence, Not Arrogance: Convey the brand's iconic status and bold designs with a self-assured tone that remains inclusive and inspiring.
• •Use Active and Energetic Language: Reflect the brand's sporty and dynamic nature through vibrant verbs and concise, impactful sentences.
• •Visually Align Copy: Ensure the tone of the copy is consistently reflected in the imagery used across all platforms, maintaining the stylish, often youth-focused aesthetic seen on global channels.

Social Perception

Iconic & Nostalgic, Fashionable & Trendy, Historically Significant in Sports, Mixed Customer Experience, Youth Appeal

Copy Examples

• •Headline: Kappa: Born in Italy. Worn by Originals. Body: Since 1967, we've been more than a brand. We're a statement. Fusing authentic Italian heritage with the bold spirit of today's streets. This isn't just sportswear, it's a symbol of individuality. Wear it your way. #KappaAuthentic
• •Headline: The Omini. More Than A Logo. A Legacy. Body: Two figures, back-to-back. A symbol of equality, support, and the enduring style that defines Kappa. From the track to the street, our legacy is woven into every stitch. Feel the heritage. Live the style.
• •Headline: Remix The Classic. Define Your Moment. Body: Kappa's iconic tracksuits and streetwear staples are back, reimagined for the modern non-conformist. Blend retro vibes with your unique edge. Sport a legend. Create your own.
• •Headline: Engineered for Life. Designed in Italy. Body: For those who move with purpose and style. Kappa combines performance-driven design with unmistakable Italian flair. Experience the quality, embrace the dynamism. Your life, your Kappa.
• •Headline: Don't Just Follow Trends. Wear a Revolution. Body: Kappa has always dared to be different. From revolutionizing sportswear to shaping street culture, we empower those who write their own rules. Join the movement. #KappaUSA