The logo is deliberately simple—a straightforward wordmark in bold sans-serif type with an optional frame to buffer it within a pattern as needed. This simplicity was entirely strategic: the logo needed to work with many illustration styles and client logos without competing for attention. My intention was neutrality that read as confidence rather than blandness. The logo proved remarkably versatile, bold enough to draw attention at large sizes on catalog covers and tradeshow materials, yet highly readable when screen-printed small on actual drinkware. It could sit comfortably next to playful illustrations, sophisticated artwork, or corporate client logos without clashing, and even be rotated 90º to fit in tight spaces.

Rather than establishing a fixed brand color palette, I made flexibility part of the brand system itself. Since products were printed in 1 or 2 colors and the logo would be screen-printed to match the artwork, I built color-matching into the brand identity—the logo could be any color the design required. This created unexpected benefits: we could use color groupings within seasonal themes to create cohesion across product collections. The drinkware bodies came in specific colors (white, cream, tan, various accents), and those became tools for tying different illustrated designs together visually in catalogs and displays.

The heart of the oneVessel brand was the illustrated product line, making art direction central to brand success. I was committed to highlighting the unique styles and strengths of illustrators rather than forcing a homogeneous house style. I gave illustrators a careful balance of direction and trust—clear briefs about seasonal themes, product constraints, and brand positioning, but freedom to interpret through their own creative lens. This resulted in a product line with genuine variety and personality, where each design felt authored and intentional. Seasonal collections ranged from playful to sophisticated, bold graphic designs to delicate line work, contemporary to vintage-inspired. The brand identity's neutrality allowed this diversity to be a strength rather than creating visual chaos.

The transformation was highly successful. The brand enabled wholesale expansion into coffee shops, grocery stores, and gift shops—exactly the market diversification Katri had envisioned. We won significant new clients including Metropolitan Market and Blenz Coffee in Canada, and expanded relationships with existing clients like Tully's in Seattle. Notably, even long-time clients who had previously only ordered custom-branded products became enthusiastic about co-branding with oneVessel—validation that the brand identity achieved its goal of being strong enough to add value while staying humble enough to be a good partner.