When the product writes the brand: Ozon Studio and torso electronics

Since 2018, torso electronics has made electronic musical instruments in Copenhagen, and built the packaging and much of the brand around them itself, too. As the range grew beyond a single instrument, the company partnered with Ozon Studio, a creative studio in Amsterdam and Groningen, to give more structure to what was already there rather than start from scratch. That structure starts with the vertical line inside torso’s t|so mark, which is now both a divider and a connector across layouts, iconography and motion. In this interview, Ozon Studio’s Co-founders Tim Tijink and Brent van den Elshout, with torso electronics’ CEO Lars Buchholtz Jensen and Marketing Lead Rikard Stål, talk about where refinement ends, and rebranding begins, and what it takes for product thinking and brand design to work as one. TBI: Hi Brent, Tim, Lars and Rikard, how are you? OS: We’re good. There’s a lot in motion. Somehow, summer always ends up being peak season for the studio. The team is growing, and some interesting projects are taking shape across product, technology and culture. While being in a busy period, we continue to revisit quieter places for a while out in nature. That alternation between time in the studio and time away works well for us.