The Office of Ordinary Things capture CleanO2’s mission with a matter-of-fact, copy-led approach
Courtesy of San Francisco-based design studio The Office of Ordinary Things, the identity for climate-fighting cleaning brand CleanO2 places the trail-blazing nature of the company – producing soap from carbon – at the front and centre. Working closely with CleanO2, The Office of Ordinary Things began with a clean slate, redeveloping every element of the brand to not only mirror their story but do so in the most sustainable way possible – working with environmentally-focused local printers and paper mills to shape CleanO2’s precedent for better industry practices. This optimistic pragmatism is also mirrored in the brand’s straightforward, distinctive tone; which is accomplished through the use of concise copy, refreshing colours, charming typographic play and the expansive, abstraction of CO2 bubbles.
“The typographic focal point of the brand is Bagoss by Displaay,” Co-founder Jonny Black tells us, recalling their solo choice of typeface, “which arguably has the nicest looking question mark of all time,” noting the unique cut of Bagoss’ character set. “It has the perfect blend of friendliness and legibility,” Black continues, “imparted by its subtle stroke contrast, angular terminals and exaggerated x-height,” making the typeface not only a practical, accessible tool for the brand but also a fun, expressive element that reflects CleanO2’s character.