Mist, Mood, and Minimalism: Building the Brand Language of Oas

Brand Strategy & Positioning

When we first sat down with the team behind Oas, the brief felt both clear and deeply thoughtful. They weren’t chasing trends - they were chasing a feeling. The goal wasn’t to just create a skincare brand, but to develop something that felt intimate, like a quiet companion through someone’s day. They envisioned something premium yet welcoming - a brand that could stand tall on a boutique shelf but still feel like it belonged beside your toothbrush and favorite book.

As an agency, we live for this kind of work - where clarity and emotion intersect. The team wasn’t interested in loud statements or buzzwords. What they wanted was the visual language of refreshment: something clean, soft, human, and timeless. They talked about early mornings, clean towels, that moment when skin drinks in moisture - and that gave us the blueprint.

The product itself was a face mist - light, luxurious, and meant for moments of pause. But more than that, it was about how it made you feel. We kept circling back to one core emotion: freshness, always. Not just a spritz of hydration, but a ritual of clarity and uplift -no matter where you were.

The name Oas, meaning dew in Hindi, was our emotional anchor. Dew is quietly powerful. It appears without drama, disappears without noise, and yet transforms every leaf and surface it touches. It symbolizes hydration, softness, clarity, and a kind of sacred stillness. That single idea - dew on skin - became our foundation.

From the curves in the typography to the rhythm of the submark and our tonal decisions, everything was rooted in that gentle yet invigorating moment of skin meeting nature.

Initial wordmark

Logo & Typography

We designed the Oas logo to reflect what the product feels like: sleek, soft, flowing. Every glyph in the logo was redrawn to balance elegance and approachability. We introduced small, signature accents inspired by leaf tips and droplet curves, especially in the letter "a" and "s".

This gave the logo its own custom typographic DNA, while keeping it effortlessly legible.

We paired it with two carefully selected typefaces for the system:

• Morisawala Role Serif: graceful and editorial, used sparingly for product details

• Raleway (and occasionally Tan Parfait): a refined geometric sans that keeps things modern

The logo isn’t just a wordmark - it feels like the mist itself: weightless, graceful, and intentional.

Initial sketch of the submark

The Submark – Dew Meets Design

The submark design was directly born out of the typography. We used the curved cuts and stroke ends of the letters to build the droplet symbol. Originally conceived with a paired leaf shape, the final iteration evolved into something more refined - a standalone stylized droplet that feels poised, fluid, and dynamic.

Its unique curvature at the top was lifted from the logo’s calligraphic accents, giving it a distinctive silhouette that feels hand-crafted and thoughtful. We sketched it, refined it, and finally constructed it using soft geometry so it could be recreated by any designer using circles and tapers.

You'll see the droplet motif quietly repeated throughout the system, reinforcing hydration, mist, and nature in motion. It’s the kind of branding you feel, not just see.

Color System

Every touchpoint - from packaging to digital backgrounds to micro-detail textures - was designed to immerse the user in an atmosphere of softness and rejuvenation. We leaned into smooth, flowing gradients and layered, organic patterns that mimic the feeling of water moving across skin or sunlight filtering through morning dew.

The nature-inspired elements aren’t just decorative - they function as subtle cues for calm and clarity.

The experience of interacting with the brand should feel like you’re walking into a spa at golden hour, where every surface, color, and contour speaks to quiet luxury and freshness.

Imagery & Photography

Brand imagery sample

Because Oas is premium, the imagery needed to be aspirational but grounded enough to be relatable We focused on:

Real, diverse skin tones - glowy, hydrated, fresh

Studio lighting that feels editorial, not clinical

Composition that elevates the product, while letting it breathe

We also explored macro shots, motion blur, and condensation textures, all designed to capture the moment right after misting - that afterglow.

Illustration System

To bring warmth and playfulness, we developed a custom illustration system - line-drawn faces with expressive hairstyles and smiles. It adds an emotional dimension to the brand that pure minimalism often lacks.

Each character is simple but memorable, and extremely malleable:

• They can be adapted to different product lines

• They can evolve to represent moods or skin needs

• They open up a world of customisation, especially for gifting or limited editions

Why not a different face for every bottle? Why not let customers build their own label? That’s the potential baked into this system - and it gives Oas a unique edge in a saturated wellness market.

Final Thoughts

Oas is more than a face mist- it’s a visual and emotional reset button. Through this brand identity system, we’ve created a language that’s versatile, emotional, and built to evolve.

It invites you to pause, refresh, and move through the day with clarity - bottle by bottle, mist by mist.