The Art of Uncovering Identity: Why OnePlus’s Branding Approach is a Breath of Fresh Air
In a world obsessed with trends and novelty, Italian design studio OnePlus is doing something radical: they’re treating branding like archaeology. Instead of inventing from scratch, they excavate. This isn’t just a clever metaphor—it’s a philosophy that’s reshaping how we think about visual identity. Personally, I think this approach is not just refreshing but necessary in an era where everything feels disposable. What makes this particularly fascinating is how OnePlus manages to blend the past with the present, creating designs that feel both timeless and contemporary.
Excavation Over Invention: A Counterintuitive Approach
OnePlus’s founders—Pietro Avolio, Matteo Bonato, Aaron Capobianco, Giovanni De Felice, Francesco D’Agrippino, and Elio De Michele—describe their process as a cultural dig. They don’t start with a blank canvas; they start with layers of history, context, and meaning. Take their work for a Filipino tapas spot in Milan. Instead of leaning on generic tropical clichés, they dug into the cultural essence of Filipino hospitality and warmth, translating it into a design system that feels authentic and modern. What many people don’t realize is that this method requires immense patience and research. It’s not about slapping together a few trendy elements; it’s about uncovering the soul of a subject.
From my perspective, this is where OnePlus truly stands out. In an industry often criticized for its superficiality, they’re proving that depth matters. Their portfolio isn’t just a collection of projects—it’s a series of stories told through design. Whether it’s a book exploring grief or a restaurant identity, each piece feels deliberate, as if it’s always been there, waiting to be discovered.
The Tension Between Vintage and Modern
One thing that immediately stands out in OnePlus’s work is their ability to balance vintage references with modern aesthetics. Their typography, color palettes, and formats often have a nostalgic flair, but they never feel dated. Instead, they’re reconfigured into systems that are sleek, adaptable, and forward-looking. This raises a deeper question: Can design truly be innovative without understanding its roots?
I believe OnePlus’s answer is a resounding yes. By treating branding as excavation, they’re not just preserving the past—they’re reimagining it. This approach challenges the notion that innovation must always be about the new. Sometimes, the most groundbreaking ideas are hidden in plain sight, waiting to be unearthed.
Beyond Work: How Play Fuels Creativity
What this really suggests is that creativity isn’t confined to the studio. OnePlus’s designers travel together, collaborate on side projects, and even perform as a music ensemble. Their R&B, jazz, and hip-hop project, OnePlus Ensemble, isn’t just a hobby—it’s an extension of their design philosophy. Matteo explains that these experiences keep their practice ‘open and in motion.’
This blurring of boundaries between work and play is something I find especially interesting. It’s a reminder that creativity thrives in environments where exploration is encouraged, not just in the confines of a brief. If you take a step back and think about it, this is how cultures evolve—through constant exchange, experimentation, and reinterpretation.
The Broader Implications: Branding as Cultural Stewardship
OnePlus’s approach isn’t just about creating pretty designs; it’s about cultural stewardship. By treating each project as an excavation, they’re acknowledging the weight of history and context. This is particularly important in an age where globalization often leads to cultural homogenization. Their work for the Filipino tapas spot, for instance, isn’t just about selling food—it’s about preserving and celebrating a culture.
In my opinion, this is where the future of branding lies. As consumers become more conscious of authenticity, studios like OnePlus are leading the way by prioritizing meaning over trendiness. What this really suggests is that branding isn’t just about selling a product—it’s about telling a story that resonates on a deeper level.
Final Thoughts: Why OnePlus Matters
OnePlus’s philosophy is a reminder that design isn’t just about aesthetics—it’s about connection. By treating branding as excavation, they’re creating identities that feel rooted, meaningful, and enduring. Personally, I think this is the kind of approach the industry needs more of. In a world where everything feels fleeting, OnePlus is building something that lasts.
If you take a step back and think about it, their work isn’t just about design—it’s about understanding who we are and where we come from. And in that sense, OnePlus isn’t just a studio; they’re cultural archaeologists, uncovering the stories that shape us.
