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OROCO — Brand identity for a European eyewear label
In eyewear retail, style often overshadows substance. The "OROCO" project takes the opposite approach — building a complete visual identity rooted in optical precision rather than passing trends, where every design decision starts with how a frame is properly fitted, not how it looks on a mood board.
Services
Brand Identity, Logo System, Visual Identity
Problem
Eyewear brands in the accessible premium space all speak the same language — lifestyle imagery, aspirational people in aspirational places, the frame reduced to a prop in someone else's mood board. Logos built around a silhouette of glasses, because that's the obvious move. Nothing that speaks to what actually happens before a pair of glasses reaches a face.
The result is a category where every brand sells a feeling, and none of them sell precision.
The result is a category where every brand sells a feeling, and none of them sell precision.
Solution
OROCO starts where the product actually starts — the fitting.
The wordmark carries a single horizontal axis through every letter, standing in for the temple line of a frame. The two outer O's are cut at mirrored 45° angles, one reading as organic, one as geometric — two ways of seeing held in one line.
The logomark is a stylised trial frame, the instrument opticians use to test lenses before anything is decided. Not a pair of glasses. The process behind them.
The palette works the same way. White as aperture, green as refraction, black as the iris — where light stops and focus begins. Nothing borrowed from fashion, everything borrowed from the eye.
The wordmark carries a single horizontal axis through every letter, standing in for the temple line of a frame. The two outer O's are cut at mirrored 45° angles, one reading as organic, one as geometric — two ways of seeing held in one line.
The logomark is a stylised trial frame, the instrument opticians use to test lenses before anything is decided. Not a pair of glasses. The process behind them.
The palette works the same way. White as aperture, green as refraction, black as the iris — where light stops and focus begins. Nothing borrowed from fashion, everything borrowed from the eye.
The Mark and Wordmark
The logomark is a stylised trial frame — the instrument opticians use to test lenses before anything is fitted or decided. Not a pair of glasses. The process that comes before them. The tilt reads as an object held in hand, mid-measurement — not imbalance, but precision caught in motion. Its outer ring is cut at the same 45° angle as the wordmark's outer letters, so mark and word share one geometric logic before they share anything else.
The Wordmark
OROCO is set in Koulen, with a single horizontal line running through every letter — the temple line of a frame, made structural. The two outer O's carry mirrored cuts on opposite corners: one reads organic, one reads geometric, two ways of seeing held in one word. R and C stay narrow and quiet, so the line and the outer O's do the talking. The green is the same accent used throughout the system — refraction, not decoration.
The Wordmark
OROCO is set in Koulen, with a single horizontal line running through every letter — the temple line of a frame, made structural. The two outer O's carry mirrored cuts on opposite corners: one reads organic, one reads geometric, two ways of seeing held in one word. R and C stay narrow and quiet, so the line and the outer O's do the talking. The green is the same accent used throughout the system — refraction, not decoration.
Typography
Koulen + DM Sans — two typefaces, two jobs.
Koulen carries the brand's character. DM Sans carries everything else. Splitting the labour this way keeps the system honest: one typeface performs, the other stays out of the way.
Koulen — headlines and the logotype only, never smaller than 24px, never more than a few words at a time. Its geometry needs room to breathe.
DM Sans Medium — subheadings, labels, UI elements
DM Sans Regular — body copy, product descriptions
DM Sans Light — pricing, captions, fine print
DM Sans is neutral without being flat, precise without being cold. It holds the brand's discipline at small sizes and lets Koulen do the talking everywhere else.
Koulen — headlines and the logotype only, never smaller than 24px, never more than a few words at a time. Its geometry needs room to breathe.
DM Sans Medium — subheadings, labels, UI elements
DM Sans Regular — body copy, product descriptions
DM Sans Light — pricing, captions, fine print
DM Sans is neutral without being flat, precise without being cold. It holds the brand's discipline at small sizes and lets Koulen do the talking everywhere else.
If you’re building something in health or medicine that deserves to look as serious as it is —
Let's talk