EGGHEAD

OSELLA

Liberating Comfort,
For Everyone

Osella is an Indonesian fashion brand for women, men, and kids offering everyday clothing that blends style, comfort, and affordability. With a deep focus on quality and inclusivity, Osella has grown into a family favorite — a brand that celebrates confidence and comfort in everyday life.

  • Brand Audit
  • Brand Strategy
  • Brand Implementation

Redefining Everyday Wear​

In Indonesia’s fast-moving retail world, comfort is often overlooked in favor of trends. Osella, however, saw comfort not as compromise –  but as confidence. Egghead partnered with Osella to redefine its place in the market, giving new meaning to the idea of Liberating Comfort: fashion that moves freely, feels effortless, and belongs to everyone.

Stitching Osella’s Identity

Brand Audit & Strategy

 We started by listening to the people who wore Osella every day. Through brand perception mapping and competitive research, we discovered a universal need — clothes that fit real lives, not just body types. From this insight, we shaped Osella’s essence: Liberating Comfort, the freedom to express style without sacrificing ease or authenticity. The strategy positioned Osella as a modern, family-inclusive lifestyle brand rooted in comfort and confidence.

Visual Identity & Implementation

Osella’s new identity reflects the clarity and openness of its philosophy. A clean, versatile logo forms the foundation of a system that feels fresh yet familiar — adaptable across retail spaces, packaging, and digital platforms. Every color, line, and texture was designed to mirror the brand’s everyday authenticity: simple, approachable, and confidently modern.

Activation & Experience

The rebrand came to life across stores, social content, and on-product experiences. From the hangtag you touch to the visuals you scroll past, every detail was aligned to make comfort feel visible, relatable, and empowering. Through this transformation, Osella steps forward not just as a clothing label, but as a lifestyle of confidence and ease — fashion that truly liberates.