When Michael Markesbery and Rithvik Venna entered The Brandery’s 2015 cohort, they faced a problem that many startups have to deal with: a trademark issue that meant their company, Lukla, not only needed a great brand, but a new name to begin with.
Oros creates outerwear that uses NASA technology called aerogel (the same stuff they put in spacesuits!) to protect wearers from extreme environmental conditions without the heavy weight and bulk of traditional outerwear. This amazing innovation deserved a brand that was just a special.
After being paired with Interbrand, a global brand agency with an incredible team in Cincinnati, the group got to work on crafting a name that would inform the entire brand identity. With the company’s vision and brand strategy in mind, the new name became Oros, the Greek word for mountain. This name represents adventure, challenge and conquest and reflects the essence of the original name, Lukla.
Interbrand explored Oros’ target customer and came up with some strong themes that informed their logo and brand design. The brand proposition “Conquer Your Everest” became a common thread throughout the design process – with the logo creating a visual link to a mountain right down to the unique, custom packaging design that embodies the same essence of a peak. The packaging design for Oros was so strong, in fact, that Interbrand received an “Outstanding Achievement” mention in the 2016 Dieline Awards competition, highlighting the best in consumer packaging design worldwide.
Oros graduated from The Brandery in October 2015 and raised a $1.2 million seed round last year, led by NCT Ventures. A recent Forbes article, Why Ohio Is The Best State In America To Launch A Startup, featured their journey and included this quote from Markesbery: “Because there are more Fortune 500 companies headquartered (in the Midwest) than anywhere else in the world, that means is that there are dozens of incredible branding, marketing, and advertising companies here…Our packaging has won eight different international awards already because we just happen to have one of the best companies in the world doing that right here in Cincinnati.”
We really couldn’t have said it better ourselves.
Special thanks to Interbrand for being a dynamic agency partner year in and year out!