Kappa Lab, previously known as CrypPro, is a market maker operating at the forefront of the cryptocurrency space—delivering 24/7 institutional-grade liquidity and infrastructure for digital assets. As the company grew, they realised their name and identity no longer reflected their ambition or the sophistication of their offering.

They needed a brand that could evolve with them—something modern, digital-first, and built to instil confidence in a fast-moving, high-stakes industry. The challenge was to create a brand that captured both their technical depth and their forward momentum, while standing out in a sea of lookalike fintech identities.

We began by renaming the company to Kappa Lab—a name that combines academic precision with the energy of experimentation. ‘Kappa’ evokes Greek symbolism and data science, while ‘Lab’ signals innovation and rigour. Together, the name reflects a company driven by intellect, strategy, and continuous evolution.

Visually, the identity is built around a modular logo inspired by the structure of algorithms. Interlocking forms represent the fluid logic behind Kappa Lab’s approach—where individual strategies and systems come together to drive liquidity and performance.

The colour palette centres around a deep purple, historically associated with wealth and creativity. It gives the brand a premium, intelligent feel—while confidently breaking away from the blues typically seen in tech and finance.

Typography, layout systems, and supporting visual language were developed to ensure the identity would scale seamlessly—from investor decks to app icons—while maintaining clarity and strength.

At its core, the identity reflects Kappa Lab’s mission to advance the future of trading through innovation and precision. Since launching the new brand, the identity has become a key asset in communicating their credibility and technical capability to a growing global audience.

Art Direction
Brand Identity
Logo Design
Brand Guidelines