Onia Rebrand
A company-wide rebrand, led from the first type test to every touchpoint.
- Client
- Onia
- Work
- Strategy, typography, identity, color, rollout
The shift
From one typeface to a system with a voiceFutura Std, in every size and every role.
Perfectly Nineties for the voice, Neue Swiss for the work, Founder’s Hand for the human moments.
One page, two systems
The 2025 brand deck, then rebuiltSame photograph, same words: more contrast, more air, a signature in the margin.
Onia is a lifestyle brand designed for all seasons and every setting. Rooted in refined, versatile essentials, we craft collections that move through the year, from crisp spring layers and breathable linens to featherweight knits and resort-ready swim.
Since launching in New York City, Onia has grown from a single pair of swim trunks into a full wardrobe of modern essentials.
Process
Start to finish- 01
Audit
Every touchpoint on one wall. One typeface carried all of it.
- Touchpoint inventory
- Competitive set
- What to keep
- 02
Exploration
Display faces on one headline, then in real layouts.
- Type trials
- Pairing tests
- Layout studies
- 03
System
A display serif, a working sans, a handwritten accent, and rules for each.
- Type scale
- Color
- Brand sheet
- 04
Rollout
Site, email, social, packaging, and retail, team by team.
- Site and email
- Print and packaging
- Retail
Exploration
Display and text, tested side by sideSame headline, same product name; only the type changes. The display face had to feel like resort at full size and read as clothing at product size.
The system
Three typefaces, three jobsAll caps, small, tracked. Badges and sign-offs, never more than a line.
Wordmark
Kept, and given roomClear space is the height of the o on every side. Minimum width 64px on screen, 18mm in print.
Color
Quiet by designThe palette steps back so photography and product lead.
In use
The product page, rebuilt in the new system
Knit from pure cashmere, this crewneck sweater offers exceptional softness with lightweight warmth. A clean crew neckline and long sleeves keep it simple.
A quiet, everyday crewneck in pure cashmere.
- 100% cashmere
- Crew neckline
- Long sleeves
- Lightweight warmth