Naomi Osaka

Recognizing the presence of an icon

  • Brand Strategy
  • Research
  • Brand Identity
  • Brand Messaging
  • UX + Visual Design
  • Art Direction
  • Packaging Design

Naomi Osaka and her team were seeking a symbol that felt “distinctly Naomi”, so we set out to develop a visual brand identity that could stand on its own and alongside other brands as she entered more partnerships. 

We landed on a mark that featured a bear holding a flower, capturing the complexities of her identity—fierce and kindhearted, strong and gracious. This symbol is now featured on her equipment and in brand collaborations such as Levi’s, Takashi Murakami, Tag Heuer, and Beats. Naomi has since said the logo is a reflection of her personality, stating “on the court, I’m ferocious like the bear, but off the court, I’m gentle like the flower.”