oomph

Identity for a natural handmade cosmetics brand.
The goal of the project was to rebrand an old, almost imperceptible brand — one that got lost even in top-tier offline locations and failed to register in people’s perception. The project included the development of a brand platform, a strategic session, and, as a final stage, a full-scale rebrand.

Following a strategic session with the team, we set a direction: build a more confident and expressive brand — one that sets the agenda instead of following it. At the core is a genuinely strong product, left in the niche after LUSH exited the market.
The key was to establish a clear idea: the product is made from carefully selected fresh ingredients and preserves their color, texture, and scent. By avoiding “green” design and bringing the product to the forefront, we reinforced the brand’s core directly. Here’s how it was executed.

➊ The logo takes the lead

Built on a bold grotesque typeface with dense, heavy weight, it hits with immediate impact.
Almost like MARVEL — and in terms of presence, very much in the same territory. More on that later.It works as a clear visual marker — sharp, confident, and controlled. It defines a focused, composed tone of voice.Subtle slants in selected characters introduce rhythm and a sense of motion within a static form.
That motion becomes part of the brand’s character — a brand as a hero, always in action. The infinity symbol was retained from the previous version at the client’s request and is used as a secondary element across selected touchpoints.