Postcard, formerly known as Oasis: Beauty Kitchen, has rebranded with a new name and logo, reflecting its evolving philosophy and direction. Established in 2018 in Singapore, the company focuses on sustainable beauty and self-care, offering eco-friendly hair, body, and skincare products. The rebranding, led by UK-based agency Robot Food, aims to boost global recognition while staying true to its sustainable roots.
The old Oasis: Beauty Kitchen logo had a handcrafted feel, with textured, informal font styles reflecting its artisanal beginnings. It captured the essence of small-scale, handmade natural products made in a “kitchen.”
The new logo, however, adopts a minimalist and modern look, focusing on simplicity and clarity. The geometric, bold typeface evokes the style of classic travel posters, with thick, rounded letterforms, especially in the “O” and “C.” The design feels more structured and polished, while playful upward strokes in certain letters add energy. This shift from a handcrafted feel to a more refined, dense black font reflects a move toward elegance and seriousness. The lack of extra graphic elements emphasizes the brand’s core message—its name—creating a clear and impactful visual identity.
Robot Food’s reimagining aligns with Postcard’s mission to promote a conscious, minimalist approach to self-care. The brand concept, “Wish you were here,” brings to mind travel and connection, like a postcard that evokes memories of special places. This theme is embedded in the overall design, from packaging to font choices.
Stamp illustrations featured across packaging and communication materials highlight the unique qualities of each product inspired by global postal stamps. These simple yet impactful illustrations enhance the brand’s storytelling, reinforcing themes of travel, discovery, and personal experiences.
Postcard’s rebranding marks a bold step in expanding its global presence while staying true to its eco-friendly values. The new geometric logo and travel-inspired design elements help modernize the brand, making it accessible and emotionally resonant with its audience.
