onshelf.

Document

Brand Guidelines.

Pages 01–04. Cover, contents, overview, positioning. Designed as spreads — built to print, built to ship.

Page 01 / CoverOnshelf · Brand Guidelines · v1.0
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Brand Guidelines

v1.0 — May 2026
Page 02 / ContentsOnshelf · Brand Guidelines · v1.0
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Contents

  1. 01— Logo System
    08
  2. 02— Color System
    14
  3. 03— Typography
    20
  4. 04— Visual Language
    26
  5. 05— Brand Voice
    32
  6. 06— Physical Collateral
    38
  7. 07— Web & Digital Assets
    44
  8. 08— Application Examples
    50
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Page 03 / Brand OverviewOnshelf · Brand Guidelines · v1.0
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About Onshelf

Direct-to-Retail. Made Operational.

Onshelf is the D2R platform for global brands. We help D2C and CPG brands sell directly to retailers and marketplaces — Amazon, Noon, Lazada, Shopee, TikTok Shop, Tmall, Watsons, Sephora, Nahdi, Carrefour, Chemist Warehouse, and 100+ more — across the US, GCC, Southeast Asia, ANZ, and Greater China.

We compress distributors out of the middle. Brands connect once, sell everywhere.

We're a category-creation play: D2R is the next shift after D2C. We're VC-backed, UAE-headquartered, with regional offices in India, Indonesia, and Malaysia. We operate 9 distribution centers. We're founded by operators with backgrounds at L'Oréal, Unilever, P&G, GSK, Kimberly-Clark, SC Johnson, Meta, and Blackmores.

Operators, not consultants.

100+
Retail channels
9
Distribution centers
5
Regions covered
Page 04 / Positioning PrinciplesOnshelf · Brand Guidelines · v1.0
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04 — Positioning

What we stand for

01

Declarative

We state. We don't suggest. 'We ship to 100+ retailers' not 'We can help you reach retailers.'

02

Operator-led

We talk like people who run supply chains — not people who consult on them.

03

Numbers-forward

If there's a stat, lead with it. '9 warehouses across 5 regions' beats 'global infrastructure.'

04

Short

Short sentences. Short paragraphs. If it reads like a whitepaper, rewrite it.

05

Transparent

We show pricing. We name partners. We share numbers.

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End of opening section · Pages 05+ continue with Logo System.