Velvele gives longevity brand Omnui a logo system with five values

The Brand Identity: Omnui is a longevity brand built around five core values, and Velvele expressed each of them as an icon in a system of merged dots that all converge within a single logomark. The brief from founder Daniel Alp Rizo was for something that would not feel like another supplement, biohacking or wellness brand, but more organic, more human and more layered, while keeping a firm hold on science, technology, diagnostics and data. The Milan-based creative studio drew those dots from two places at once, the sacred symbols of indigenous cultures and the visual grammar of computer graphics, so the forms can be interpreted as cellular and digital together

. They can suggest cells dividing, data points connecting, a body in motion or a community forming. Velvele also looked to medical and psychological references, including the open-ended quality of a Rorschach test. “The dot system allowed us to create something that feels simultaneously cellular, symbolic, organic, and digital,” Çağıl Aygen, Creative Director at Velvele, tells us. Each icon shares the same visual language while having its own unique traits. Assess is a person-shaped icon, standing for the diagnostics and biomarkers that decode the body, drawn to feel human rather than purely clinical.

Move is a double-arrow form built around rhythm and progression, reflecting performance programmes designed to adapt with the body. Recover takes the shape of a plus and reads as both medical and ritualistic, since Omnui pairs contemporary recovery methods with older practices. Nourish is a heart, speaking to seasonal ingredients and biology-led nutrition, warm by design. Connect is a diamond, drawn for resilience and shared experience. “It was important for us to show that longevity is not only individual,” Aygen notes.

“Human connection is also part of health, and this value gives the identity a more emotional and collective dimension.” ‘Om’ suggests wholeness – an ecosystem that holds life, science, past and future together – while ‘Nui’ draws on Rapa Nui and the volcanic energy long associated with the fountain of youth. The naming came first and set the conceptual foundation, then the influence ran back the other way once the dot system was established. “Once it became central, it influenced how we spoke about cells, data, connection, and inner discovery,” Aygen explains.

“So rather than one leading the other completely, the verbal and visual identities kept shaping each other until Omnui felt like one complete universe, not just a name, logo and colour palette.” Colour is where the identity steps furthest from wellness category clichés. Brands tend to reach for muted earth tones, deep greens, clinical whites and soft blues to signal a sense of purity and seriousness. Instead, Velvele led with ‘Subtle Yellow’ – a warm and almost playful tone that brings light into the system.

Against it sits ‘Offline Black.’ “The name was inspired by the darkness of a switched-off screen, which connects to the idea of turning inward and disconnecting from noise,” Aygen explains. Digital and human, external energy and internal focus, captured in the two colours and their names. Holding the system together is ABC Favorit, the low-contrast, geometric sans serif from Dinamo. Soft, neutral type is the usual choice for signalling calm in wellness, but Velvele felt it would have read as too expected for Omnui and too quiet to carry the brand’s verbal statements.

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The collaboration showcases a significant approach to brand identity in the wellness sector, making it impactful, while the integration of values into a logo system is somewhat novel but not groundbreaking, and it offers actionable insights for brand strategy professionals.