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OLSO is a fashion womenswear brand founded in 2017. The collections combine current trends, everyday versatility, sports dynamics, and feminine details. The brand is aimed at girls who follow fashion, value comfort, and want to easily adapt trends to their own style. The assortment is regularly updated, allowing for different looks and changing wardrobe moods depending on the situation. At the core of OLSO is the idea of accessible modern fashion: current silhouettes and visual codes of the fashion industry are translated into understandable and wearable everyday clothing.
CSG's task was to systematize the image of an existing fashion brand and create a cohesive visual and communication system for OLSO. We developed a brand platform, defined key values, mission, and Tone of Voice. Based on it, we created a new logo, monogram, color and font solutions, and a system of branded graphics and patterns. The identity was adapted for the main touchpoints with the audience: printed materials, packaging, and social media design.
The updated OLSO platform is based on the idea of contemporary femininity that does not limit a woman to a single image. The brand combines style, confidence, and femininity, allowing for easy changes in wardrobe mood: from relaxed everyday sets to more expressive fashion looks. We shaped the brand's values, mission, communication character, and Tone of Voice. At the center of the platform are accessible fashion, confidence, relevance, constant renewal, and the ability to be different.
OLSO's visual system is built on a combination of contemporary fashion aesthetics and softer, more romantic visual codes. The palette is based on shades of pink, creamy, and milky tones combined with deep brown. This range supports the brand's feminine character while maintaining a modern and commercial feel. The typographic system combines an elegant antique font, a neutral contemporary grotesque, and handwritten accents. The system is complemented by stripes, floral motifs, a branded pattern, and large compositional elements.
For OLSO, we developed a custom text logo with fluid letter geometry and characteristic form contrasts. The logo retains fashion segment aesthetics but has its own recognizable plasticity. Soft lines and elongated proportions support the brand's feminine character and allow the mark to be used in both concise and more emotional compositions. Additionally, a monogram based on mirror-connected elements was developed. It works as a standalone brand mark and is used in patterns, on packaging, labels, stickers, and digital media.
OLSO's visual language is complemented by a system of patterns and graphic elements. The monogram scales and repeats, forming one of the main branded patterns. Additional elements include a vertical stripe, a delicate floral print, handwritten signatures, and large typographic compositions. Through the combination of several visual techniques, the identity can vary from minimalist and calm to more lifestyle- and fashion-oriented, while remaining recognizable.
For OLSO, we developed a system of branded printed materials and packaging: paper and sewn-in labels, bags, boxes, postcards, cards, stickers, and additional packaging elements. The media combine the logo, monogram, branded patterns, floral motifs, and the main palette shades. Different packaging options allow the system to be adapted to the product format while maintaining a unified visual code. Special attention is given to the details that accompany the purchase and form a cohesive brand perception both in offline locations and in online orders.
