Otur, a Belgian lighting brand known for its handcrafted wooden and linen lamps, has introduced a refreshed visual identity designed by Hunt. The rebrand highlights the company’s commitment to timeless design and craftsmanship while strengthening its presence in modern design.
The previous logo had a thin, minimalist typeface with classic proportions—clean but understated. While it reflected the brand’s simplicity, it didn’t stand out meaningfully.
The new logo takes a bolder approach with thicker, rounder, and more compact lettering, making the name feel stronger and more distinct. The shapes of the letters echo the solid, handcrafted feel of the lamps, mirroring the weight and structure of the turned wooden bases.
The brand has introduced a deep brown as its primary color, moving away from the lighter tones of its previous look. The rich shade connects directly to the natural materials used, like wood and linen, reinforcing the organic and handmade quality of the products. It gives a warm, grounded feel across packaging, digital platforms, and printed materials.
Beyond the logo, the rebrand extends to packaging, marketing materials, and digital content, creating a consistent and polished look across all brand touchpoints. The packaging now features structured design elements that complement the bold typography, while the website and promotional materials maintain a visual style that emphasizes the textures and materials central to the collection.
Saans was chosen as the primary typeface. The modern sans-serif complements the new logo well, keeping everything clear and easy to read while maintaining an elegant and strong visual style.
The bold typography, rich color palette, and cohesive branding reinforce its dedication to craftsmanship and timeless aesthetics. The update ensures it remains a standout in luxury and contemporary home design markets, staying true to its artisanal roots while embracing a fresh, modern look.