brand identity design brand launch copywriting
from legacy to the wild
Rebranding OM SYSTEM from Olympus to an outdoor brand, blending heritage with a bold new identity
OM SYSTEM, formerly Olympus, a camera brand with over a century of iconic innovations, aimed to evolve into an appealing outdoor photography brand that respectfully owning its heritage while clearly repositioning toward outdoor enthusiasts.
We spearheaded the rebranding, highlighting Olympus’ trusted legacy, iconic nature, and a touch of light rebellion inspired by its outdoor connection and playful 1980s spirit. Our role included visual identity, strategic branding, and materials for the OM SYSTEM launch and its first product campaign, the OM-1.
The market initially reacted with surprise, but the core audience quickly embraced the change. OM SYSTEM successfully found its distinctive voice, clearly differentiating itself within the outdoor photography community.
”Kauas had the insight to carry out our rebranding in a way that both honored our existing customers and attracted new potential ones to explore what we offer. We now speak to our target audience with a strong and distinctive brand identity that has a clear strategic direction.
Henrik TanabeSenior Brand & Marketing Strategy Manager EMEA, Americas & Oceania
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Kauas Creative Oy
Mariankatu 7A,
00170 Helsinki
Finland
Company
Janne Honkaniemi
janne.honkaniemi@kauas.fi
+358 50 3018502
New Business
Janne Honkaniemi
janne.honkaniemi@kauas.fi
+358 50 3018502
Sanna Vuori
sanna.vuori@kauas.fi
+358 50 3301515
Salla Sandberg
salla.sandberg@kauas.fi
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