OXMAN Consumer Identity
Year
'26
Client
Swinburne University
Service
Brand Identity, Campaign Design, Packaging Design, Spatial Design
A consumer-facing brand identity system translating OXMAN’s research-led character into launch campaign, packaging and spatial design outcomes for the Oº shoe. The challenge was to bring OXMAN into a consumer context without weakening the credibility, restraint and material intelligence that define the brand. Rather than adapting OXMAN to a heavily greenwashed, marketing-led industry, the project asks what consumer communication could look like on OXMAN’s terms.
© OXMAN Consumer Identity
Theme
The project is centred on keeping the product anchored to process rather than lifestyle. The identity avoids generic sustainability language and instead focuses on biological production, material transformation and considered return.
Approach
I developed a quiet, material-led system across campaign, packaging and spatial touch points. Launch concepts included Melbourne-based public activations, NGV interventions, biodegradable packaging and tactile exhibition spaces designed to make the Oº material system visible.
Across each application, the aim was to let the process carry the wonder: bacteria produce PHA, PHA becomes material, material becomes shoe, and the shoe is considered for return.
Parallel