UKIUKI (우키우키) comes from the Japanese word meaning a cheerful, exciting feeling — the kind of joy you feel when something unexpectedly delightful happens. It’s the feeling we want every cat and every cat owner to experience with our products.
LOGO EVOLUTION
What UKIUKI Stands For
From the beginning, UKIUKI has been built around one clear focus: cats only.
We are cat specialists. We know that cat lovers are always looking for better products for their cats — not just another generic pet brand. That’s why every UKIUKI product is developed exclusively for cats, from freeze-dried treats to lifestyle accessories.
Our mission is simple:
🐾 Study and research cats and their lives to provide the best solutions
🐾 Produce premium cat food and supplies that cat lovers can trust
🐾 Save cat owners’ time by offering reliable, high-quality products under one brand
We dream of a world where humans, nature, and cats can happily live together.
Brand Logo Evolution
The UKIUKI logo has evolved since the brand’s founding in 2013, but one element has remained constant: the cheerful cat figure modeled after TBE, the rescued cat who inspired the brand. TBE’s playful spirit is at the heart of every version of the UKIUKI logo.
Original Brand Identity
The original UKIUKI logo featured the brand’s earliest visual identity, used during the initial years of product development and domestic market entry.
Current Brand Identity (2016–Present)
In 2016, UKIUKI refreshed its brand identity with a cleaner, more modern design — better suited for both domestic and international markets. The updated logo incorporates the signature paw print mark that has become synonymous with the UKIUKI brand. The logo is used in black or white only, ensuring clean visibility across all applications.
Original Brand Identity The original UKIUKI logo featured the brand’s earliest visual identity, used during the initial years of product development and domestic market entry.
Brand Characters
Every UKIUKI character is modeled after TBE, the rescued Korean Shorthair who inspired the brand.
From Real Cat to Character
TBE is a rescued Korean Domestic Shorthair who inspired the founding of UKIUKI in 2013. Her distinctive breed characteristics became the foundation for the UKIUKI character:
🐾 Large ears with a small face
🐾 Sharp yet friendly expression
🐾 Small, agile body
🐾 Varied coat colors and patterns
🐾 Quick, cautious legs
🐾 Long, straight tail
Main Character
The main UKIUKI character features TBE’s signature bright smile and playful spirit — the face that appears on all primary brand materials and packaging.
Tasty face
🐾 Tasty face — Eyes wide with excitement, mouth curling into a satisfied grin. This is the look TBE makes the moment a freeze-dried treat hits the bowl — pure, unfiltered joy.
Stretching pose
🐾 Stretching pose — Playful and energetic, showing UKIUKI’s cheerful spirit
Sphinx pose
🐾 Sphinx pose — Relaxed and confident, reflecting feline composure
Character Evolution
As the product line expanded, we made a deliberate shift: replacing the single main character with breed-specific face illustrations on packaging — so that every cat owner could find their own cat on the package.
This decision reflected a core belief: UKIUKI isn’t about one cat. It’s about every cat.
Breed Characters for Product Packaging (Current)
Each product now features a different cat breed, allowing cat owners to recognize their own cat’s breed on the package:
🐾 Korean Shorthair
🐾 Ragdoll
🐾 Norwegian Forest Cat
🐾 Turkish Angora
🐾 Russian Blue
🐾 Siamese
Company Name: ETBE
ETBE was the corporate name behind the UKIUKI brand (now operating as UKIUKI Corporation).
The name ETBE is a compound of two words from two languages:
✓ Etoile — French for “star”
✓ Nube — Spanish for “cloud”
Together, they represent our founding vision: a world where humans, nature, and cats can happily live together — as naturally as stars and clouds sharing the same sky.
Logo Downloads
Download official UKIUKI logo files for media, retail, and partnership use.
Primary Logo (Paw Print Mark) For high-resolution files or custom formats, please contact us.
Logo Usage Guidelines
To maintain brand consistency, please follow these guidelines when using the UKIUKI logo.
Do
🐾 Use the logo on a clean, uncluttered background
🐾 Maintain the original proportions — do not stretch or distort
🐾 Use the white logo on dark backgrounds, black logo on light backgrounds
🐾 Keep a minimum clear space around the logo equal to the height of the “U” in UKIUKI
Don’t
🐾 Do not add color to the logo — use black or white only
🐾 Do not rotate or flip the logo
🐾 Do not place the logo on busy or patterned backgrounds
🐾 Do not add effects such as shadows, gradients, or outlines
Brand at a Glance
| Brand Name | UKIUKI (우키우키) |
| Meaning | Cheerful, exciting feeling (Japanese) |
| Company Name | UKIUKI Corporation (formerly ETBE Retail) |
| ETBE Meaning | Etoile (star) + Nube (cloud) |
| Founded | 2013 |
| Focus | Cat-only premium products |
| Character Model | TBE, a rescued Korean Shorthair |
| Logo Color | Black or White only |
| Tagline | One Cat Changed Everything. Made for Yours. |
