OAD Studio

A handbag line based on principles of line and form

A white leather tote bag with sunglasses, two pencils, and a notepad, placed on top of two stacked hardcover books, with a small red dice underneath.

BEAUTIFUL UTILITY

OAD STUDIO creates functional (and fun) handbags that carry both conversations and your belongings. Based in South Korea and New York City, OAD rang up Letter A to help with a refresh. We saw a bigger opportunity to build out a broader philosophy around playfulness and usefulness, balance and imbalance, order and chance.

WHAT WE DID

Brand Strategy + Positioning
Visual Identity
Logo Design
Voice + Copywriting
Packaging Design
Photo Art Direction

Stack of four black-and-white patterned boxes with a pair of black glasses on top.
A woman holding a dog while walking outdoors on a sunny day.
Two minimalist print designs featuring black geometric shapes on white background, accompanied by text explaining design concepts and studio philosophy, set against a black backdrop.
Multiple white business cards and folded paper documents with black logo and text on a light tan background.
Three minimalist posters on a wall. The left poster features a grid of geometric shapes with some filled in black, the middle poster displays a photograph of the moon against a dark background, and the right poster has simple black geometric shapes with the text 'Odd Yet Even' and 'OAD STUDIO'.
A white handbag with sunglasses, yellow and pink pens attached, and a zipper pocket, balanced on two stacked books, with a red dice underneath. The background is beige with "ODD YET EVEN" at the top.
A bouquet of pink baby's breath flowers wrapped in white paper with blue grid lines, accompanied by a white handbag with a black strap, all arranged on a beige background with text "SENSIBLE YET SURPRISING" at the top and a black logo at the bottom.
Close-up of a person holding a white handbag with a black strap, wearing a white long-sleeve shirt and a light gray sweater, with text "Curious, Composed, Creative" at the top and "OAD Studio" at the bottom.
Inspirational quote about fashion on a beige background. The quote is about dressing with color and surprise, with a small line of additional text at the bottom.
A person dressed in a light-colored suit holding a mint green handbag, with text promoting fashion and lifestyle themes.
A green handbag on a curved white stand with text promoting the color green in fashion.
A white keychain with cut-out letters spelling 'ADD' and a black tassel. The keychain is placed on patterned paper with the word 'ADD' repeatedly printed in black.
Sample typography layout with different font styles and sizes, showcasing text design elements.
Text on a beige background describing the features of a product: precise pockets, well-designed details, customizable comfort, multi-functional use, playful point-of-view.
A black leather wallet with a gold zipper on top, placed on white patterned tissue paper inside a beige box, with a black and white polka-dotted box nearby.
Design with market logo, black shapes forming the word 'OAD' on the left, handwritten 'dad' with 'MKT' underneath in the center, and geometric shapes forming the word 'OAD'MKT' on the right, all on a beige background.
Blank white background.
Three gift boxes with black and white geometric patterns, a small red die, and a white card with handwritten text, all placed on a neutral surface against a plain background.

FEATURED PROJECTS