Joy in every bite.
The Osom way.

BRAND STRATEGY
BRAND ARCHITECTURE
BRAND IDENTITY
PACKAGING
COMMUNICATION
Osom is the U.S. fruits and vegetables consumer brand of “The Elite Flower”, a premier global company in the fresh flower production and export industry.

With extensive involvement across the entire value chain, The Elite Flower owns and operates flower plantations and maintains direct distribution networks in multiple countries, including the United States.”.

Brand Position Strategy

Aluzian’s initial challenge was to establish a strong brand structure enabling The Elite Flower’s entry into a distinct business line beyond flowers. 
We defined OSOM’s positioning, diverging from the conventional health-centric attributes commonly linked to fruits and vegetables. Instead, we adopted a more playful and distinctive approach, emphasizing the exceptional taste of fruits and the freshness of vegetables cultivated in Colombia.

Naming

We coined the name ‘OSOM’ by phonetically adapting the English word ‘AWESOME’ to Spanish, spelling it as it sounds. This approach preserves the brand’s native language in its narrative while ensuring effortless pronunciation in non-Spanish-speaking regions.

Visual Identity System

We meticulously crafted a visual identity system designed to convey freshness through carefully selected typography and vibrant, lively colors. This was complemented by playful character illustrations that firmly establish its presence in the realm of fun. Simultaneously, we crafted a brand narrative celebrating the multitude of delightful ways one can savor OSOM fruits and vegetables.

Brand Strategy

Through this innovative brand strategy, The Elite Flower has effectively entered new markets, establishing a unique identity in a category where specialized brands are rare. OSOM fruits and vegetables have unquestionably become an AWESOME choice.

Packaging

SEE PROJECTS

Juan Valdez

StrategyBrandingRetail