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Business problems, analysed strategically and solved through brand solutions built to scale.
AI films and photography built to scale D2C brands without scaling the cost.
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UI/UX and websites designed for how brands work in the AI era
Creative talent tested on real-world briefs and matched to the teams that need them.
Oreka aimed to introduce sustainable lifestyle products while carving a niche in the sports industry. Their challenge was not to compete with other sustainable brands but to stand out against mainstream sports brands. They approached Mellow Designs to create a distinctive brand identity and position themselves correctly in front of their target audience.
We started by analysing Oreka’s target audience and understanding their preferences. Through this research, we identified the need to balance a quirky, sustainable persona with a sporty, energetic appeal. We developed a futuristic yet minimalistic logo with a broad, low-height typeface. The ‘O’ in Oreka expanded dynamically on the website, drawing attention to the cursor’s focal point.
The idea was to make sustainability cool and appealing to a younger, fitness-conscious audience. We opted for pastel but lively colours in the brand palette to ensure a fresh, vibrant feel. This visual identity extended to their packaging and storefront, aligning the brand’s eco-conscious philosophy with modern aesthetics.
Oreka successfully positioned itself as a brand that resonates with sustainability-conscious, fitness-orientated consumers. The new visual identity created a distinctive market presence, driving interest and boosting brand recall.
Not other sustainable brands. Oreka needed to stand out against mainstream sports brands rather than eco-conscious ones, which redefined the entire positioning brief before any design work started.
Make it energetic rather than earnest. We balanced a quirky, sustainable persona with a sporty, energetic appeal for Oreka, using pastel but lively colours to keep the palette fresh instead of muted.
No. We built Oreka a futuristic yet minimalistic logo with a broad, low-height typeface, deliberately avoiding the natural-materials visual language the category defaults to.
It can be designed to. The 'O' in Oreka expands dynamically on the website, drawing attention to the cursor's focal point. That behaviour was built into the identity rather than added as a web effect.
The audience's actual preferences. We started Oreka's work by analysing its target audience, and that research is what surfaced the need to hold sustainability and sportiness together in one identity.
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