Apr 2014 - Mar 2015
We decided early-on that Otis was going to consistently reference 'mid-century' and 'garage' in its visual language. This was an intentional decision to make the shop feel more welcoming, warm, and nostalgic.
Rather than creating one single mark, Otis has two primary marks. A tacky 50s sign and a signature. The sign logo is used in most of the places you would traditionally use the logo, the signature logo is present (with the date the shop was created) to "sign off" on the quality, much like Otis would sign and date things that he made in his shop.
In the interior of the shop, details like signs and "wallpaper" that would normally be printed are instead hand-painted. This adds another layer of humanity and warmth to the shop. Over 10,000 diamonds were painted on these walls by hand to create the wallpaper effect.