Onodera is a classic yet innovative beauty franchise with more than 40 years of history. It has always been close to women, but its visual language fell short of the diversity of femininity the brand related to so well. Laika took on the challenge of creating an updated, lasting visual language that would let the brand stand the test of time.
The new branding project explores timelessness in the brand’s imagery and design. Respect Onodera’s history? Yes! But also bring in universal qualities and keep the brand always ready for change.
The new logo is lightly inspired by calligraphy, without over-stylising it. Younger, without losing maturity. A brand should be immune to fads!
A design project built into the architecture
Onodera was designed for every touchpoint, from paper to shop architecture, in partnership with Idoeta Arquitetura.
Pictograms, patterns, images and typography all work together to blend into the clinics’ architectural spaces.
A minimalist, symmetrical and monochromatic wayfinding system created small orientation points throughout the clinic, integrating seamlessly with the architecture.
A reinterpretation of one of the brand’s original symbols, the butterfly, in lines and solid fills with the brand’s colour palette.
