Omoff is a lifestyle brand created by combining “OM,” which signifies the beginning of yoga, and “OFF,” which represents life beyond the yoga mat, aiming to deliver the positive energy of yoga into everyday life. The brand identity is built upon three core values: a free spirit that focuses on the present and enjoys the moment, a life guided by one’s own standards, and the pursuit of sustainable happiness through a natural and organic way of living.
About B
In Proposal B, the logotype visualizes the flow of transition from ON to OFF by extending the letter “O” in the brand name, embodying the brand’s flexible and open attitude. This form can be freely adapted horizontally or vertically, expanding into a graphic motif that applies across various media. The unique rhythm of the typeface, combined with the complementary contrast of green (symbolizing nature) and orange (symbolizing vitality), completes the brand’s bright and lively image.
About A
Omoff’s logotype is designed with a typeface that evokes the feel of freehand drawing, featuring soft and organic forms that reflect the brand’s value of pursuing sustainable happiness. Its cheerful, rhythmic structure and playful mood express the brand’s free-spirited ethos of enjoying the present moment. In addition, a line motif inspired by the profound resonance of “OM,” which marks the beginning and end of yoga, evolves into a graphic system that organically adapts to various contexts. By incorporating natural motifs and patterns, the brand establishes a rich visual language that respects individuality and lifestyle.
While Proposal B had the advantage of being clean and straightforward, it risked resembling other lifestyle brands. Proposal A, on the other hand, reveals a distinctive character with its free and organic forms, leaving a strong impression unique to Omoff. Though it was a bold attempt to emphasize individuality, the courageous client chose a powerful first impression and clear personality over predictable safety. Ultimately, this decision highlights the belief that a brand’s ability to stand out distinctly in the market is of greater value.
