Jung von Matt Brand Identity creates new brand identity for Oris
The watch brand Oris is sharpening its brand positioning with a new visual identity. Jung von Matt Brand Identity has developed a distinctive design system for this comprehensive rebranding.
In the world of luxury watches, much revolves around exclusivity. Oris, however, deliberately wants to be different and focuses on curiosity, community and responsibility. In line with the new brand promise "Welcome to Hölstein", Jung von Matt Brand Identity developed a brand design that celebrated its world premiere at "Watches and Wonders" in Geneva.
A well-founded brand strategy process led to the sharpened positioning of Oris. The aim was to make the brand essence authentically visible and to create clarity - both internally and externally. On this strategic basis, a flexible brand design was created that works consistently from China to the USA. The new appearance thus provides orientation, underlines Oris' independence and aims to establish a more inclusive understanding of luxury in the watch industry.
Brand design with history
The new brand design picks up on elements from Oris' history and interprets them in a contemporary way. A central element is the Oris bear. The former mascot now appears as the host of Hölstein. The previous Oris crest has also been rethought and forms the basis for a pattern that makes the appearance recognizable across all touchpoints.
"Designing luxury in such a way that it creates closeness, invites people in and yet remains entirely Oris was a particularly enjoyable task for us," says Christina Widmann, Executive Design Director at Jung von Matt Brand Identity. The color peach-rosé characterizes the new Oris brand identity. The delicate shade was chosen deliberately - it picks up on the color of the Oris factory in Hölstein. In this way, the visual reference to the history is also made tangible.
"Hölstein Light" as a visual metaphor for time
The imagery has also been rethought. The "Hölstein light" is a visual metaphor for the natural progression of light from midday to dusk. It stands for warmth, authenticity and the feeling of a genuine encounter.
Responsible at Oris: Marc Sutterlüti (Head of Global Marketing). Responsible at Jung von Matt Brand Identity: Julius Jäger (Executive Strategy Director), Christina Widmann (Executive Design Director), Micha Niederhäuser (Brand Designer), Pascal Schranz (Brand Consultant).
