Our rebrand of California-based homeware brand Oggi captures all its passion and friendliness, and brings its mission to life: to help people enhance their lifestyles affordably.
A key challenge of the brief was that Oggi products needed to feel aspirational as well as accessible. Our visual identity needed to elevate the products and give them a desirability beyond their practical use.
.Most of Oggi’s direct competitors emphasise the functionality of their products above all else, presenting an exciting opportunity to develop a more lifestyle-focussed brand that reflects ‘a life well lived’.
At the heart of this is a relatable brand personality that feels like a natural part of candid, real-life moments. These could be anything from gossiping with friends over an ice-cold cocktail, to reminiscing with your mum over a cup of coffee, to discussing home improvement plans with your partner while organising your new kitchen cupboards.
Our new Oggi logotype unlocks a rich variety of brand applications. In particular, the distinctive flourish on the ‘o’ becomes a subtle yet memorable device to be stamped into the corner of lifestyle imagery, or engraved onto products themselves.
To build further brand equity, the flourish may replace speech marks and ellipses on headlines or large-format quotes. It also translates into a distinctive decorative pattern for use across a wide variety of communications, from packaging to brochures to trade-show wallpaper.
Oggi has a broad portfolio of products that span 10 distinct categories: Barware, Fresh, Prep, Brew, Clean, Refresh, Neat, Sink, Barcart, and Serve. These are all colour-coded as part of our identity system, using warm, homely hues that complement the contemporary feel of the muted, neutral primary brand palette.
Fun, playful lifestyle copy such as “Makes a mean Margarita” or “Make a mess in the kitchen” helps bring Oggi’s quirky brand personality to life. Across the packaging range, stylish cut-out product photography sits alongside evocative lifestyle imagery that makes an aspirational ‘life well lived’ feel achievable.