CHALLENGE
The client recognized the need for a comprehensive rebrand in response to rapid industry changes and a desire to build stronger connections with a premium audience. Driven by the ambition to remain relevant, embrace modern values, and foster authentic engagement with high-end consumers, the brand refresh took a holistic approach—redefining visual identity, messaging, and the overall brand experience.

GOAL
Reposition OAK within its competitive landscape and align it with the company’s long-term vision by establishing a renewed communication strategy for its 25th anniversary and beyond.

CONCEPT
The concept began with a symbol of pause and emphasis: the parenthesis. Literally, a parenthesis is a punctuation mark that introduces interruptions or clarifications. Symbolically, it represents a pause in the rhythm of daily life—a space to savor meaningful moments, whether alone, with family, or with friends.

Inspired by this idea, the first letter of the Oak brand has been reimagined—the “O”—transforming it into a symbol and visual language that encapsulates these values and reflects the intimate, memorable experiences people enjoy when they retreat into their personal haven, their space, their shelter.