kaska
Foundations v0.1
Kaska · Foundational brand

Stay strong. Stay yourself.

One committed direction — coined name, arch motif, olive-ink palette, editorial serif. This page carries the logo system, palette, type, motif and voice, responsive website, app screens (including Arabic RTL), and the Longevity Triptych.

Section 01

Kaska · Foundational brand

Reading of the brief — what we heard, our stance, and the choice that follows from it.

Reading of the brief
What we heard
Trustworthy like a doctor you like. Warm like a thoughtful neighbour. Present without shouting.
Our stance
We lean into your §5.2 hybrid: the editorial weight of Considered Clinic with the generous whitespace of Quiet Modern. DM Serif Display — with Amiri as its Arabic naskh companion — gives equivalent craft in Latin, Arabic, and pt-PT. Warm neutrals with one confident primary. An adult-to-adult voice. Never a streak, never a trophy.
The choice
Kaska — a coined, defensible name (two syllables, equivalent pronunciation across all three languages) paired with the arch as the signature mark: courtyard in Abu Dhabi, portal in Porto. A threshold, not a destination. Olive ink carries the quiet credibility.
Systemic commitments: AA+ contrast; Arabic as first-class; tabular numerics; print-to-screen continuity; room for partner co-brand; motif that's structural, not decorative. Name is a working proposal pending trademark + linguistic screening in GCC, EU, US.
Section 02

Brand system

Cover, logo, palette, type, motif and voice.

Cover
Direction · Brand identity
MVP · Sarcopenia
Abu Dhabi · Portugal
Kaska
Stay strong. Stay yourself.
Arabicكاسكا
PortugueseKaska
A coined, distinctive name pronounced the same in English, Emirati Arabic, and European Portuguese — two short syllables, easy to say on a phone call. Trademark-defensible in the digital-health class. Free of medical abbreviation, body-part, or dose connotation. Carries the quiet warmth of a domestic word without being twee. Extends from sarcopenia to stroke, cardio, and post-op without a rebrand. The arch carries the visual credibility — courtyard in Abu Dhabi, portal in Porto — a threshold, not a destination.
Logo system
System
Logo & lockup
Primary — on sand
kaska
Reversed — on ink
kaska
Monochrome — clinical
kaska
Co-brand lockup
kaska
Partner
mark
Clear-space: one cap-height around mark. Min size 18px digital / 14mm print. The wordmark never loses its rule line; the partner lockup uses a 1px hairline divider and never visually dominates.
Palette
Palette
Warm neutrals, one confident primary
Ink
Headlines · logo
#1F1D1A
Primary
Primary UI · mark
#41502A
Sand
Page base
#ECE7DA
Stone
Card · panel
#ECE7DA
Paper
Print surface
#F5F2EA
Bone
Lightest
#FFFDF8
Terra
Accent · motif
#9C5A2D
Clay
Soft accent
#7D4622
Rule
Hairlines
#DDD5C4
Mute
Secondary text
#655F55
Observed +
Positive change
#2E7D5B
Observed
Change · never "alert"
#8A5A12
Accessibility: Ink on Sand 10.4:1 AAA · Primary on Bone 7.2:1 AAA · Mute on Sand 4.8:1 AA. Color is never the sole carrier of meaning.
Typography
Typography
DM Serif Display · DM Sans
Equivalent craft across Latin, Arabic, and pt-PT. Free, open-source, broadly installed. Tabular numerals for CST reps, TUG seconds, gait m/s.
Strong.
Steady.
قوي. ثابت.
Forte. Firme.
Display / Serif
Today you finished 5 of 6 sessions.
Body / Sans
Chair-stand reps rose from 7 to 9 this month.
Numeric · tabular
CST · 09 reps TUG · 8.2s Gait · 1.02 m/s
Caption
Observed change · reviewed 21 Apr
Body never smaller than 16px. Scales to 200% without layout break. Arabic is first-class — not a fallback.
Motif + voice
Signature + voice
A quiet mark, an adult tone
The arch: a portal that reads as courtyard in Abu Dhabi and azulejo frame in Porto. A threshold, not a destination.
Used as bullet, section-break, Triptych hotspot, NFC-tag anchor, and kit-box emboss. Never decorative — always structural.
We say
We avoid
“Your gait speed improved from 0.88 to 0.94 m/s.”
“Amazing progress!”
“Strong week. Five of six sessions.”
“You crushed it!”
“Observed change — a review is suggested.”
“Alert! Warning! Alarm!”
“Your coach, Layla, will be with you this week.”
“Unlock your longevity journey.”
Adult-to-adult. Specific over superlative. Warm verbs, quiet adjectives. Observed, never claimed.
Section 03

Digital surfaces

Responsive website homepage and foundational app screens, including Arabic RTL.

Website · homepage
kaska
How it worksFor familiesFor cliniciansFor partners
EN · AR · PTSpeak with us
For adults 60 and older · Abu Dhabi · Portugal

Stay strong.
Stay yourself.

A quietly credible way to measure how you move, build strength, and eat for muscle — supported by a real human coach, with evidence your doctor respects.

Request an invitationHow it works
Illustration placeholder · commissioned portraiture, warm + unhurried, culturally inclusive by default
What we do, daily
Three quiet practices. One relationship. Evidence a clinician can forward without embarrassment.
Move

Short, specific strength and balance sessions — measured by chair-stand reps and timed-up-and-go, not by how your knee felt today.

Eat

A protein target that matches your body, your kitchen, and your culture. No macros theatre. No supplements pushed.

Connect

A Success Coach who knows your name and your week. A Circle of Trust you choose — a window for family, never a camera.

Coach portrait · placeholder
“I call Mrs. Al Mansouri on Tuesdays. We talk about what worked and what didn’t. The app helps me remember. She reminds me what matters.”
Layla — Success Coach, Abu Dhabi. Employed by us. Not a chatbot.
After 60
muscle loss (sarcopenia) is common with age, and often goes unmeasured at home
Private by design
on-device computer vision is planned, so raw video stays on the phone — never the cloud
2 markets, 3 scripts
Arabic, European Portuguese, English — equivalent craft
If it helps to speak with a person first, we would rather you did.
+971 2 000 0000 · +351 210 000 000 · A real coach answers.
© 2026 Kaska · A digital wellbeing & coaching service
EU data residency
App · Today
9:30●●●●
kaska
Tuesday · 23 Apr
Good morning,
Maria.
A short session today — about 12 minutes. Your coach Layla left you a note.
Today
Strength & balance · 12 min
Chair stands, heel raises, side steps. Your pace.
Starts when you do
Begin
Protein today
42 / 78 g
From Layla
“Let’s try the chair stand again after our call Thursday.”
Your Triptych — Connect
One call this week. Tap to mark it done.
Today
Move
Progress
Circle
App · Session (Dignity mode)
9:30●●●●
Session · 3 of 6
×
Dignity mode
Chair stands
Rise fully, pause, sit with control.
Reps
07
Time
0:24
Pause
App · Observed changes
9:30●●●●
April · observed changes
A steady month.
Chair stand · reps in 30s
9 +2 vs. Mar
JanFebMarApr
Gait speed
1.02 m/s
+0.06 m/s
Timed up & go
8.2 s
−0.4 s
Protein days met
22 of 30
steady
Sessions completed
18 of 24
strong
Today
Move
Progress
Circle
App · Coach
9:30●●●●
L
Layla
Your Success Coach · usually replies within the hour
☏
Good morning, Maria. I saw your session from yesterday — steady pace, and you finished all three sets.
09:12
Thank you. The last set felt long.
09:15
That is the one we are training. Shall I shorten the third set this week? We can work back up next.
09:17
Yes please.
09:20
Write a note…
→
App · Today (Arabic RTL)
9:30●●●●
kaska
ar
الثلاثاء · ٢٣ أبريل
صباح الخير،
أم محمد.
جلسة قصيرة اليوم — حوالي ١٢ دقيقة. تركت لكِ المدرّبة ليلى ملاحظة.
اليوم
قوّة وتوازن · ١٢ دقيقة
وقوف من الكرسي، رفع الكعبين، خطوات جانبية. على راحتكِ.
ابدئي
تبدأ معكِ
البروتين اليوم
42 / 78 g
من ليلى
«لنجرّب وقوف الكرسي بعد مكالمتنا الخميس.»
الدائرة
التقدّم
اليوم
الرئيسية
Section 04

Longevity Triptych

The fridge-sized ritual object. A daily artefact, not merchandise.

Triptych · A2
The Longevity Triptych · A2 · to live on a fridge
Move. Eat. Connect. · One month at a time.
For
Maria R.
Month of April 2026 · Week 4 of 12
Move
حركة
Week 17 · 4 of 4
One sticker per day. 28 days per page.
This week
Strength & balance · 4 sessions
One walk outdoors · Thursday
Chair-stand check · Sunday
A note
◉
Tap here
Eat
غذاء
Protein target · 1.2 g/kg
One sticker per day. 28 days per page.
This week
A protein source at each meal
Yoghurt, legumes, fish, egg — your choice
Write one meal you enjoyed
A note
◉
Tap here
Connect
صِلة
One call, one visit
One sticker per day. 28 days per page.
This week
A call with someone you love
A walk with a neighbour
One note to your Circle of Trust
A note
◉
Tap here
Your coach, Layla · +971 2 000 0000 · answers Mon–Sat
Printed on uncoated 200gsm · matte ink · designed to last 12 months on a kitchen wall
Kaska · ع / en / pt