OB STYLE

Own Your Beauty

Clients: OB STYLE

Industry: Fashion

Services: Market research / Brand Strategy / Visual Identity / Application Design / Package Design / Brand Workshop

Shaping a new growth curve in the era of fashion e-commerce

Founded 18 years ago on YAHOO Auctions, OB Style has grown alongside Taiwan’s e-commerce evolution. As competition intensified and consumer behavior shifted, the brand needed a renewed language to articulate its core value. Thinkways led a comprehensive rebranding—from founder interviews, brand workshops, and consumer focus research to strategic refinement and visual identity upgrade—building a brand system that reconnects with OB’s origin while aligning with the market’s changing landscape.

Brand Concept

Where fashion and technology shape a new language of confidence

Thinkways reinterpreted OB Style’s brand spirit with the new tagline “Own Your Beauty”—transforming the brand from “understanding what you wear” to “understanding how you live.”

By combining its tech-driven e-commerce DNA with deep insight into women’s lifestyles, OB establishes a unique positioning that balances efficiency, intelligence, and emotional warmth in the fast-fashion market.

Logo Design & Application Design

A fluid, expressive identity inspired by feminine versatility

The renewed identity merges the letters “O” and “B” into a form reminiscent of blooming petals or unfolding wings—symbolizing confidence, movement, and the multidimensional beauty of modern women.

The signature OB orange is refined into a deeper, more sophisticated amber tone, paired with fresh accent colors across applications. Patterns derived from the logo extend the visual language across tags, packaging, and communication materials, strengthening brand consistency and fashion sensibility.

Package Design

Translating wardrobe sensibility into everyday fragrance

Beyond corporate identity, Thinkways designed OB’s new fragrance line packaging.

The box uses 100% recycled kraft with a debossed logo, highlighting natural tactility over printed ink. Four fragrance series are distinguished through a system of structural lines and curated color palettes inspired by labeling logic, enhancing recognizability while adding a playful dimensional touch.

Brand Forward

Thinkways supported OB Style in its evolution from e-commerce seller to brand-driven company. Through large-scale brand workshops engaging over a hundred team members, we strengthened cross-department alignment and execution.

“Own Your Beauty” has become a shared value language—both internally and with customers—forming a foundation for long-term brand growth in which design, culture, and commerce advance together.

“Reframing fast fashion through a system where tech and style build a new language of confidence.”

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