The Dieline Awards 2016 Outstanding Achievements: Oros
by Elizabeth Freeman on 05/22/2016 | 3 Minute Read
Oros creates scientifically inspired outerwear apparel that transforms how people protect themselves from environmental extremes. Using a proprietary aerogel technology, their products enable mobility, performance, and edge. Co-founded by two friends who were tired of feeling encumbered by the bulk and layers of existing outwear gear, the company needed assistance in building not only their business, but their brand. Interbrand helped Oros craft a stronger foundation through brand strategy, brand experience consultation, and world-class design.Based on the insight that the core Oros target consumer seeks extreme adventure, Interbrand determined the target desires a brand that empowers and enables them to go where they've never been before. This allowed the team to arrive at the company's new brand proposition: "Conquer your Everest."
Due to trademark issues, the work completed for this start up also included crafting a new name. With the company's vision and brand strategy in mind, the new name became Oros, the Greek word for mountain. This name represents adventure, challenge and conquest and reflects the essence of the original name, Lukla. Through the brand strategy and naming process, the theme of Peak Performance arose and became the creative idea for all touchpoints. The new brand mark utilized this creative idea as a springboard. The logo uses a simplified triangle shape to create a visual link to the mountain peak in both its letterforms and icon, creating a distinctive identifier for the brand.
This visual representation of the brand also manifested itself through a premium packaging experience. At the close of the Kickstarter campaign used to jumpstart their business, Oros had a commitment to send several thousand first generation jackets to their early backers. They needed an innovative box that is iconic and ownable, which would also create a memorable opening ceremony that delighted consumers.
Interbrand created a custom box that was inspired by the new brand elements and embodies Oros' brand essence. Working with a corrugate supplier, the team created a custom, stackable triangular box that visually communicated the brand proposition and presented the product in a unique way. The result was a premium looking, but inexpensive, way to deliver their jackets that matched the high price point of their apparel and elevated the perception of their young brand. The innovative package structure, as well as the brand’s verbal and visual assets, expresses the Oros identity to consumers at the first interaction with the product, when the package arrives at their front door. The identity elements were also translated to existing digital mediums such as the brand website, as well as Facebook and Twitter sites. The brand is launching new products in Winter 2016. All products will have the brand mark showcased, and orders will continue to be shipped in the custom boxes. The Oros team is excited about the opportunities to come and is thrilled with the work completed by Interbrand. “We couldn’t have asked for a better branding agency!” – Max Squire and Michael Markesbery.
Designed by Interbrand
Country: United States