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.
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