Singapore-based design and branding company Oddds recently completed a new project—rebranding themselves—in what they call “The New Anthropology.” Drawing from studies of humanity, culture, and design, Oddds has taken typography and iconography to a whole new level. The whole project is influenced by elements of mysticism and illusion; inspirations like the sea speak to the company’s clean aesthetic.
I’m excited by Oddds use of paper in this rebrand, choosing to letterpress cards, envelopes, tags, and even coasters with gold and copper foils. The result is luxuriously mysterious, highlighting the company’s incredible work pairing icons with type. To achieve this affect, special importance was obviously placed on paper specification. When using a technique such a s letterpress, to get a nice bite on the paper, you’ll want to select one with a high cotton content – a few to try: Reich Savoy, Crane’s Lettra, Mohawk Pure Cotton. How could you not love the subtle glamour in those deep gold tones?
I also appreciate how Oddds unifies mutilple themes: Deep Sea Complexity, Bravery in Hunting, Glamour of Illusion and Science of Atmosphere in the identity through the pairing of iconography, type and letterpress. Using the dark paper on the business cards and envelopes facilitates the transition by creating what the company describes as “a mood of deep secrecy.” I certainly would like to have a few of these print samples hidden away!
