Creative Direction: Vic Rojo
Design & Illustration:  Vic Rojo |
Montserrat Llerena | Georgia Watts
At: Noise studio


Onima, previously called ‘Yeasty’, turns leftover brewers yeast from waste to wonder, transforming it into a superfood ingredient that would move an industry to change the way they produce. 

We created a brand strategy based on the concept of transformation, centred around a tagline; ‘From Waste to Wonder’. This sparked a visual identity consisting of a flexible, adaptable logo, patterns and shapes that moved in a gradient effect to provoke the concept of ‘wonder’, and a colour palette that could be manipulated and stretched to accommodate for a growing sub-brand architecture. Additionally, we re-named the brand ‘Onima’ after feedback that the previous name didn’t feel sophisticated or delicious enough. Onima is ‘amino’ spelt backwards, nodding to the complex science that is the foundation of the brand, and the idea of transformation which underpinned our entire creative process.

To launch the brand into the world, we created a brand video based off the brand strategy and manifesto. Motion felt like the perfect way to launch a brand that is so dynamic and innovative in nature. We are incredibly proud of this collaboration, which is a true expression of a full brand project from strategy through to execution, and are super grateful to Juan and the whole Onima team for their enthusiasm and partnership from start to finish.