A LUXURY BRAND OVERHAUL | ONARO

The Challenge

The key challenge was that, as part of their rebrand, Sweeping Statement were looking for a complete remodel - change beyond just a new logo or colour palette. Therefore, it’s worth acknowledging that any significant rebrand like this risks causing brand confusion, and a loss of brand equity.

However, as this rebrand coincided with a relocation and new storefront, this was more like  starting an entirely new brand from scratch. So, whilst the new branding would largely resemble Sweeping Statement, there was little need to retain too much of Sweeping Statement’s existing visual identity. We even ditched the name - Allow us to introduce, Onaro. 

The Solution

A new name. A new home. A new standard

Onaro’s new branding was heavily built upon the statement “making the unattainable attainable,” from which everything else would be derived, including their logo, colours and brand imagery.

The new logo is an abstract representation of the 12 hours of a clock, with watch hands at 12 and 3, whilst also illustrating the idea of the spark or shine found from the quality of luxury goods. This new logo was fully responsive, meaning that it worked across all devices and layouts, at a range of sizes and resolutions. So regardless of if it was largely emblazoned in a shop window or tucked away in the corner of a social post, it always had an impact.

The colour palette that Onaro had used as Sweeping Statement had used white as its primary colour, with grey, yellow and navy blue as supporting colours. This colour palette had worked well for them, but needed a small update. We decided to promote blue to the brand’s primary colour, opting for three slightly different shades, with navy being the core colour, accented by gold. The navy and gold would be the core colours, with a 95:5 ratio being used across all communications, including their new website, social posts and in store.

We would expand upon this primary colour palette for their website

An equally important but often overlooked aspect of a brand’s visual identity is their typography. For Onaro, we opted for two fonts that the brand would use across their website and social channels; Freightneo Pro; a sans-serif typeface that drew inspiration from roman lettering, and Calluna; a chunky and assertive serif typeface. These would make up Onaro’s primary and secondary fonts respectively, with Freightneo Pro being used for all headings and body copy, and Calluna being used for subtitles, supporting copy, quotes, and calls to action.

Furthermore, the black and white product and lifestyle imagery would give an editorial and luxury feel to the brand. All of this was in service of portraying the 5-star-level of service that Onaro delivered; a well tailored and personalised experience.