All systems go: Wedge’s identity for skincare brand Omy finds clarity in a colour-coded system

Founded by a chemist and cosmetician, Omy’s products are driven, in equal parts, by the skincare brand’s understanding of pharmaceutical science and personalised beauty. To mark their growth across North America and Europe, and also to update the smart system that lies at the heart of the brand, Omy collaborated with Montreal and Los Angeles-based design studio Wedge. The updated brand now firmly puts the customer centre stage, thanks to a structure devised by Wedge, which uses a clever system of numbers and colours that refer to problems that a customer might be looking to solve, and the ingredients that Omy uses to address these issues. For example, the number seven, in a bright yellow, refers to both dark spots and the ingredient of dragon fruit that helps treat them. And so, each customer, when picking a range of issues they’re looking to solve, generates a unique code in the coloured number system, making the process both simple and digestible. “The original, pre-rebrand system was inspired by the periodic table to identify active ingredients. This was often confusing and didn’t always translate well between different languages,” Design Lead Capucine Labarthe tells us. “As a result, we proposed the idea of using a colour-coded numbering system for the custom product line. This new system proved to be visually simple and clear, making it easy to remember.”