The strategy focused on building Odd Universe as a cultural force rather than a conventional design label.
Odd Universe
Brand, website and packaging design for a product design studio and own-label brand
Brand Strategy + Positioning
Visual Identity
Motion Design
Social Media Design
Packaging Strategy + Design
Website UX
Website Design
"MAYBE helped us ask the right questions and supported the bold decisions we were ready to make. The process brought structure, clarity, and confidence. The identity we created together now anchors everything from our launches and partnerships to how we show up publicly. We feel aligned, recognised, and ready."
Jutta + Philip | Founders
The Brief
Odd Universe was at a pivotal turning point. The studio practice was established, respected, and already collaborating with major names across product, furniture, and spatial design. But something bigger was forming beneath the surface. The ambition was no longer just to operate as a classic design studio.
The vision was to launch an in-house label, bring product fully under their own control, and position both the studio and the label under one unified brand. They wanted to disrupt the traditional design industry model — move away from dependency on royalties, take control of production, storytelling, and profit.
The Challenge
Two business streams without a unified brand position
Odd Universe was operating as a cross-border studio practice between London and Vienna, while simultaneously preparing to launch an in-house label. The ambition was clear, but the architecture was not. There was a need to position both the studio and the label under one strategic umbrella that allowed them to feed each other commercially and creatively, without diluting either.
A strong aesthetic without strategic direction
The existing identity was bold, black and white with orange, joyful and professional. But it lived as a "dead webpage and Instagram profile". There was no clear ecosystem for content, hype, community building, or launch strategy. No structure for how the Peepers collection would enter the market.
An industry they wanted to disrupt
Odd Universe was not simply launching products. They were challenging the traditional design model. They wanted to change how designers are valued. Introduce new ownership models through hire and lease systems. Create spatial activations instead of retail displays. Launch outside of traditional fair cycles. Build community instead of chasing retail margin.
The Strategic approach
We clarified the dual structure of studio practice and in-house label, ensuring both sat under one confident, cohesive brand narrative. The positioning centred on bold creative ownership, joyful disruption, and strategic industry reform. We worked to define their purpose beyond product, anchoring the brand in autonomy, sustainability, contextual storytelling, and long-term impact.
The Creative approach
The design direction elevated the existing black and white foundation and strong orange into a more dynamic, scalable identity system.
We explored contrast, inversion, and controlled injections of colour as tools for navigation and storytelling. The visual language balances clean geometry with playful disruption, echoing the studio's child-like curiosity and precise material understanding. The brand feels bold and joyful, but never juvenile. Professional, but never corporate.
The Results
A brand that brought clarity, confidence, and focus to the entire business
“Having a strong, clearly defined brand has completely sharpened our focus as a business. It’s helped us communicate what makes Odd Universe different, both internally and externally, giving us greater confidence to scale, launch new collections, and enter new markets.”
Greater visibility, recognition, and momentum in a crowded design industry
“As the world of design becomes increasingly saturated, we’ve seen how powerful it is to have a distinct brand position and visual language that truly reflects who we are. Since launching our new identity, we’ve secured more press opportunities, attracted a growing global community, and experienced increased engagement across our sales and activation channels.”
A strategic foundation that now anchors every launch, partnership, and future ambition
“MAYBE helped us ask the right questions and supported the bold decisions we were ready to make. The process brought structure, clarity, and confidence. The identity we created together now anchors everything from our launches and partnerships to how we show up publicly. We feel aligned, recognised, and ready.”
Testimonial
"We came to MAYBE at a pivotal moment, knowing we were building something beyond a conventional design studio."
"MAYBE helped us ask the right questions and supported the bold decisions we were ready to make. The process brought structure, clarity, and confidence. The identity we created together now anchors everything from our launches and partnerships to how we show up publicly. We feel aligned, recognised, and ready."
Jutta + Philip | Founders