Odds Studio balances heritage and modernity for Delajoie Editions

Alice Gras and Anaïs Seguin had spent their twenties building something vibrant. Their creative practice carried the open-hearted, hustling energy of young designers finding their voice, expressed through a colourful, pop aesthetic that made perfect sense for that chapter. But a decade in, with families started, projects becoming more intentional, and their home evolving into a reflection of their creative world, that former identity began to feel misaligned. The visual language hadn’t kept pace with where they were heading. When the Paris-based duo approached Odds Studio for a complete rebrand, the brief extended beyond refreshing graphics. They needed a new name, identity, packaging, stationery and merchandise system that could hold their evolution without alienating the community they’d carefully cultivated. “We basically helped strengthen their image, made it feel more grounded and lasting, without losing what people already loved about them,” explain Co-founders & Art Directors Djelissa Latini and Amélie Warnault. The naming process began with a deliberate shift in language. Their previous English name no longer felt right for a practice so deeply rooted in French aesthetic traditions. Their work draws from the colours and textures of Monet’s house in Giverny, the floral motifs of Art Nouveau, and a broader art de vivre sensibility spanning furniture design to home accessories. A French name would anchor the brand more firmly in this heritage. Early explorations circled poetic words expressing joy or contemplation – names like Odelle or Musanelle that carried literary weight. These felt too abstract, lacking the warmth and embodied quality the duo needed. The direction shifted toward something resembling a family name, carrying lineage and quiet elegance without excessive seriousness. Delajoie emerged naturally from this thinking. Literally translating as ‘some joy,’ it possesses the weight of an heirloom surname whilst maintaining lightness and subtle humour. Odds Studio anchored the visual language in mid-century French graphic design, specifically the period spanning the 1940s to 1960s. The studio collects material from this era – old business cards, shop signs, book covers – drawn to the way typography from that period balances elegance with straightforwardness. “There’s something about that era’s typography that feels both elegant and straightforward, those hand-drawn scripts paired with simple serif typefaces. Everything from that period carried a sense of craft, time and tradition,” the designers note.