The Challenge
Oura Wellness had done what many successful D2C brands do: built product and distribution without stopping to build brand. The result was a company with genuine customer love and confused visual communications. The packaging had one font. The website used another. The Instagram aesthetic was a third direction entirely. The founder described it as "a brand that looks like it's still figuring itself out" — which is an accurate way to describe a company that has had four different designers over three years with no visual brief to connect their work.
What We Built
The engagement began with a brand audit: cataloguing every customer-facing asset across packaging, digital, social, and print to understand exactly what had accumulated and what, if anything, was worth preserving. The founder had strong intuitions about what felt right — these became the starting point for the visual strategy.
The system we delivered:
- Primary and secondary logo marks with clear usage rules
- A unified colour palette with accessibility-tested combinations
- Typography specification for all digital and print contexts
- A packaging template system across the eight-product range
- Photography direction and reference for social and product photography
- A comprehensive brand guidelines document
The Outcome
The brand guidelines were adopted across all channels in a single coordinated refresh. Two new retail partnerships that had been in discussion — both of which had cited brand consistency as a concern — progressed to agreements in the quarter following delivery.
