Danica Brand Book

BRAND BOOK ·

our STORY

Danica’s dedication to providing designs, products, and service with integrity continues to be evident in everything we do. From our bustling headquarters in Vancouver, Canada to our manufacturing partners overseas, and our retail customers everywhere, we are passionate about our community and committed

to reducing our environmental footprint while making a positive impact.

Our in-house team of designers and product developers draw from their extensive and diverse backgrounds to create the unique collections in each of our brands. The vitality and charm of our designs are brought to life in

our photography, often featuring our Danica family (and their pets!) as models. Expertise in trend research, illustration and product development can be seen in everything we create, resulting in outstanding brands destined for shops and homes where design and quality inspire the art of living well.

Danica is a market leader in houseware, giftware, and home furnishing design. With five distinct brands under the Danica umbrella, we offer an engaging and dynamic range of products. Family-owned with a global reach, we’ve evolved from our roots as a source of classic kitchen textiles in North America in the 1960s.

Local Community

Danica demonstrates a commitment to giving back to our local community through the following initiatives:

• Ongoing donations of overstock samples and proceeds from samples to local organizations such as Kate Booth House, which provides a safe and caring environment for women and children fleeing domestic violence.

• Take Cover face mask fundraising partnership with Food Banks Canada to help Canadians living with food insecurity (Danica has, to date, provided 178,000 nutritious meals).

• Take Cover face mask fundraising partnership with North West Harvest to help those in Washington state living with food insecurity (Danica has, to date, provided 220,000 nutritious meals).

• Promote student achievement and encourage enrollment of Aboriginal students through a $2,000 annual educational award. This award is distributed through Emily Carr University's Aboriginal Awards process.

Global Community

Danica demonstrates a commitment to giving back to our global community through the following initiatives:

• A long-standing commitment to donating a portion of our profits to Education Without Borders, a non-profit organization that focuses on disadvantaged regions of the world. 10% of funding goes into local Canadian Aboriginal projects. In 2020, EWB funded the Storybook Project and the Seabird Summer Outdoor Education Program.

• Prioritize responsible product sourcing, in-person visits to manufacturing facilities, and create respectful partnerships with our teams overseas.

• Zero tolerance for child or forced labor and our visits ensure our facilities meet our high standards for safe, hygienic working conditions, and fair compensation.

Environment

With a guiding directive to minimize our environmental footprint, we:

• Do our utmost to source manufacturers that exceed laws and regulations and work closely with our manufacturing partners to ensure consumer packaging is made with recyclable or biodegradable alternatives where possible.

• Design and develop products that replace singleuse paper and plastic (e.g., Swedish sponge

cloths, reusable beeswax wraps) and continue to transition towards utilizing more upcycled and recycled materials (e.g., teak wood stumps, recycled cotton).

• Print catalogs using FSC certified paper containing post-consumer waste material.

• Design workspaces with sustainability front of mind, and support a range of greener practices.

• In our warehouse, this includes: LED light bulbs, electric forklifts, reusing and recycling all cardboard, easily accessible by public transit for staff.

• In our head office this includes: LED lighting, dual flush toilets, efficient laundry to support a cloth towel set up, insulation and HVAC system work to reduce energy consumption, bike racks and showers promote cycling, walking, and other active commuting options.

Danica is committed to the principle of equal employment and advancement opportunity for all employees and potential employees, along with a discrimination-free and harassment-free workplace. We value our diverse workforce.

We strive to be the company you keep by providing design, product and service with integrity.

Danica exemplifies its values of integrity, creativity, and inclusiveness by giving back to our community, both local and global, and striving to continually innovate and improve our sustainable business practices. We demonstrate responsible global citizenship, recognizing the interconnectedness of all communities and our shared environment.

Friendly · Personal · Straight-forward THE TONE MISSION

STATEMENT

We strive to be The Company You Keep by providing design, product and service with integrity.

CORPORATE DESCRIPTION

Danica creates modern home and living decor products that deliver color, pattern, and thoughtful design. Brimming with vitality, each collection is composed with quality, function and joy top of mind.

Danica's environment consists of a neutral palette, with clean whites and Danica's soft black as a base, supported by natural textures such as concrete, wood, textiles and greenery. We use locally sourced and natural materials to maintain the Danica brand as well as live plants, known to reduce stress, increase productivity, clean the air, reduce sickness & absenteeism, and create a desirable work space that enhances creativity

Creating a space that is welcoming and conducive to community and collaboration is important to Danica. We focus on sustainable and ethical practices in developing our products and believe that the environment in which we surround ourselves should as well.

our BRANDS

BRAND STATEMENT

new & now

with a traditional

touch

KITCHEN & DINING ESSENTIALS for every taste

Culinary themes

Classic florals · Seasonal

Coordinating solids

Bright & Colorful

Functional · Modern

Hand-drawn · Painterly Timeless

Romantic, Classic Technical THE VOICE

THE PRODUCTS

Kitchen Linens

Table Linens

Totes & Bags

Doormats

Bowl Covers

COORDINATING

Mugs, Bowls, Serveware, Counter-top Accessories, Decorated Bakeware, Kitchen Tools, Cleaning Products

BRAND DESCRIPTION

Now Designs by Danica 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 by Danica offers the perfect ingredients for you to express, enjoy and share your love for all things culinary.

COLORS

THE CUSTOMER

Kitchen Stores, High-End Grocery, Department, and Gift Stores

THE CONSUMER

She is a 34-64 year old woman, with an aptitude for cooking, baking and entertaining, and she likes to impress those around her with her skills in the kitchen.

She has a home in which she takes pride, and a vacation home may be a part of her life. She holds a post-secondary education and is part of the workforce and/or a parent. Although she is conscious of price, she’s willing to pay a little bit more for something she loves. Cooking and baking are hobbies and sources of pleasure, and she stocks her kitchen with useful tools and gadgets. She shops locally but also embraces the convenience and instant gratification of online shopping. Her purchases generally reflect her values and she tries to buy products that have a story, a sustainable feature, or support a cause.

BRAND STATEMENT

BRAND DESCRIPTION

THE CUSTOMER

eclectic patterns,

must-feel textures

a collection of and

INVITING PALETTES

Textural

A deep passion for craftsmanship, handmade goods, ethical production, and uncompromising quality compelled us to create Danica Heirloom. We take inspiration from the quality of cherished items that last generations, and from our intertwined global community of artists who make, create, and share the products that bring us together. Created with earth tones, jewel palettes, and a love of travel, Danica Heirloom encompasses a spirit of global citizenship and well-traveled design. Travel the globe and redefine home decor with Danica Heirloom.

Gift

Home Furnishings

Lifestyle

THE CONSUMER

She is a 34-64 year old woman, with an appreciation for color, travel, quality and design . She takes pride in her home by decorating it with curated, quality materials, rich textures, and thoughtful color palettes.

THE PRODUCTS

Tabletop

Serveware

Kitchen Accessories

Kitchen Linens

Table Linens

Rugs

COORDINATING

Cushions, Throws, Baskets, Bath

She holds a post-secondary education and is part of the workforce and/or a parent. She enjoys seeking out gifts for family and friends, and takes pleasure in finding an item that looks good, feels good and has a longevity. She values shopping locally and being able to touch and feel the product before owning it. Social media is part of her daily routine. Her purchases may sometimes reflect her values and she tries to buy products that have a story, a sustainable feature, or support a cause.

a

BOLD, MODERN & INSPIRED DESIGNS

Personal

Surface design

Pattern play

Trend forward

Unique ∙ Giftable

Rich in detail

Unexpected twists

THE VOICE

Sophisticated

Straight-forward Poetic

Danica Studio was founded in 2009 in Vancouver: a city where ocean, forest, and islands converge against a mountainous backdrop. This unique setting –along with a healthy dose of wanderlust and imagination – sparks daily inspiration for our design team. Together, they collaborate on patterns and images that reflect a shared love of textiles, travel, and the beautiful city they call home. Their passion and creativity create the foundation from which our products come to life. We invite you to explore the bold, inviting, and ever-evolving world of Danica Studio.

THE CONSUMER

She is a 26-46 year old woman, with a curiosity and eye for unique design and unusual details.

She has a home in which she takes pride and her evolving living environment is an important part of her identity. She holds a postsecondary education and she is in the workforce. She likes animals and has pets in her life. She is fun-seeking and enjoys travel and new experiences within her community. Entertaining is important for her, and her gatherings are quite informal and casual, but attention is given to the look and feel of the occasion. She enjoys making every day events feel celebratory and special. Gift giving is a thoughtful experience and she takes pleasure in finding a personalized item that will bring joy to the receiver, and the visual presentation and packaging of the gift is almost as important as the item itself. She often purchases locally in her community, and is also a very savvy online shopper. She expects an elevated buying experience wherever she is, with a curated environment that pleases all the senses. She uses Pinterest to trend watch and find DIY techniques for self-care and home, and Instagram stories and posts are part of her daily routine. Social media inspires her and influences her buying decisions. Her purchases generally reflect her values and she tries to buy products that have a story, a sustainable feature, or support a cause.

DANICA JUBILEE

DANICA JUBILEE

vibrant kindness

fun · cheeky whimsical · colorful full of personality giftable

THE VOICE

Gifts and Gift Sets, Kids Aprons Lunch bags On the

Kitchen Linens

BRAND DESCRIPTION

For the young soul, the free spirit, the animal lover, or the one who simply appreciates a good laugh, Danica Jubilee is the perfect companion. This joyful collection is a celebration of the simple things that bring color, vibrancy, and inspiration to our lives. From designs and motifs that celebrate watching your garden grow, touring your town by bike, to encouraging messages, Danica Jubilee reminds us that we all have the power to cultivate kindness in our community and to make our world a better place. An eclectic collection that connects us all with heartfelt gift ideas and items for our homes - let Danica Jubilee be the reason you smile today!

Gift · Lifestyle Home Furnishings

THE CONSUMER

She is an 18-46 year old woman, with an appreciation for marking important moments in life.

COLORS

Fun, eye-catching colorways. Cheery yellows, bold aquas, and bright pinks.

She has a home in which she takes pride, and space is used effectively for both function and beauty. In addition, a vacation home may be a part of her life. Although she is conscious of price, she’s willing to pay a little bit more for something she loves. Holidays, celebrations and traditions are important to her, and she participates to the fullest with friends and family, especially when she can entertain in her own home. She enjoys seeking out gifts for family and friends, and takes pleasure in finding a special item that sparks joy and emotional connection. She shops locally but also embraces the convenience and instant gratification of online shopping. She reads lifestyle blogs and uses Pinterest to source recipes, DIY party projects, and social media is part of her daily routine. Her purchases may sometimes reflect her values and she tries to buy products that have a story, a sustainable feature, or support a cause.

DANICA JUBILEE

SUSTAINABLE ALTERNATIVES

bring thoughtful beauty to the home

THE LOOK

Bright ∙ Colorful

Functional ∙ Joyful

Culinary ∙ Cheeky

Eco-friendly

Bold ∙ Giftable

Trend forward

THE VOICE

Joyful ∙ Friendly ∙ Wordplay

Earth conscious

Informative

THE PRODUCTS

Swedish Sponge Cloths

Beeswax Wrap

THE CUSTOMER

Kitchen Stores

Gift

Supermarkets

Hardware

BRAND DESCRIPTION

Ecologie by Danica is the natural result of our deep passion for environmental sustainability and creative design, bringing a little thoughtful beauty to your world. Authentically made in Sweden, our sponge cloths are equal parts stylish and effective. Turn one-time use paper towels and plastic into a thing of the past with Ecologie by Danica. Our beeswax wraps and bags offer an array of colors and patterns for reusable storage. Explore our collection and discover why sustainable living has never been so vibrant – or so fun!

COLORS

THE CONSUMER

She is a 25-65 year old woman, with an appreciation for color, innovation, the environment and design. She has a home in which she takes pride, and space is used effectively for both function and beauty.

In addition, a vacation home may be a part of her life. She holds a postsecondary education and is part of the workforce and/or a parent. Although she is conscious of price, she’s willing to pay a little bit more for something she loves, particularly if it is considered sustainable. She enjoys seeking out gifts, for both family and friends, and takes pleasure in finding a special item that sparks joy and emotional connection. Cooking and baking are hobbies and sources of pleasure, and she likes to impress those around her with her skills in the kitchen. She enjoys trying out new food recipes, DIY cleaning methods and may shop at refilleries and bulk stores. Social media is part of her daily routine and she enjoys sharing her sustainable discoveries. Her purchases often reflect her values and she tries to buy products that have a story, a sustainable feature, and/or support a cause.

For any questions, comments or requests, please contact the Danica