Ousia Labs is an equipment supplier based out of Colorado. They have a background in lab-grade extraction devices, but more recently have created the world's first at-home liquid CO2 extractor called The Ousia Fountain. Leading up the launch and distribution of the Fountain in March 2024, Ousia Labs connected with Huck Yeah to build a visual identity that will help them attract backers, build a stronger connection with their audience, and sell pre-orders.
Ousia Labs approached Huck Yeah with only a logo and a few brand colors, which left it open for us to create a visual identity that will translate across print and digital collateral. Because the Ousia Fountain is marketed heavily to makers (from at-home chefs to essential oil connoisseurs to small businesses selling candles and soaps), the look we landed on incorporates lots of layering and textures that represent the largely tactile experience of using The Fountain. We also created a library of fluid, organic botanical shapes that symbolize the extraction process, from dry botanical to liquid oil.
Graphic Designer, Motion Graphics, Social Media Manager
Ongoing | Aug 2023 - Now
Huck Yeah Agency
Jackie Huck - Creative Director
Market Research, Moodboards, Content Strategy
InDesign, Photoshop, Illustrator, After Effects, Procreate
Before we could delve into visuals, we first assisted Ousia Labs in honing in on their mission, vision, and values. Translating their thoughts into thoughtfully crafted, focused statements gave us invaluable insights into the target audience and brand principles that need to tie into the visual look and feel. With the foundational pieces in place, we conceived a brand story to serve as a North Star for the company internally as well as influence the visual identity direction.
The first touchpoint that Ousia Labs requested to focus on was their social media look, feel, and content strategy. Building their visual identity with a social media-first approach allowed us to curate a graphic library of textures and botanicals, and expand on their existing color palette and fonts thoughtfully. With the social media templates approved, we then had a library of assets to play with as we began to create additional printed collateral, merchandise designs, and digital assets.
Ousia Labs' brand is all about encouraging creativity and inviting users to "explore their essence," which is why a welcoming, playful, and bright visual identity works well to represent them. With drippy florals that reflect the magic of turning dry ingredients into oil and a library of unique textures, this look and feel encourages users to get excited about all the endless, hands-on possibilities that come with at-home oil extraction.
