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Why Design Studio Oneplus Treats Branding Like Cultural Excavation, Not Invention
Milan-based design studio Oneplus approaches branding as "cultural excavation" rather than invention, diving into each project's cultural and visual core to create distinctive aesthetics.
What: Oneplus, founded in 2023 by Pietro Avolio, Matteo Bonato, Aaron Capobianco, Giovanni De Felice, Francesco D’Agrippino, and Elio De Michele, focuses on publishing and visual identity systems. They conduct deep research into cultural and historical contexts, as well as contemporary visual landscapes, for projects like the Balay wine bar and PaparazzAI.
Why it matters: This approach highlights a shift in design thinking, emphasizing authenticity and deep cultural understanding over trend-following, suggesting that truly unique brand identities come from uncovering existing cultural narratives rather than purely inventing new ones.
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