Depending on your cooler configuration your pump may have been rotated in order to fit the Kraken to your PC from having fitment issues. When the cooler is physically rotated, the image on the display will not be oriented properly.
To rotate your display, head to the "Lighting" tab in CAM, then press the "About Kraken Z3" button. From here, you'll be able to rotate the display to an angle that fits your setup better. The display can be rotated at +90 Degrees, +180 Degrees, or at -90 Degrees.