Case study · Rebranding · E-commerce · Student team project
Reimagining a pizza-oven brand,
from the logo to checkout.
Ooni makes outdoor pizza ovens. As an academic team project, we rebuilt the brand's identity from the logo up and carried that identity into a full e-commerce website — from homepage to checkout.
Brand identity & campaign
A new mark, and a launch to match.
We redrew the logo — from Ooni's old oval badge into OONI., a bolder rounded wordmark with its own usage rules — then built the system around it: a four-color palette, paired typography, and a mood board to anchor the tone.
E-commerce website
Designing the brand's own storefront.
We designed the complete shopping flow in Figma: a homepage built around the product range, a product page with bundle options and specs, a cart, a full checkout, and an order confirmation screen. The goal was for the identity to hold up in a working interface, not just in static materials — same palette, same type, same voice, applied to real UI decisions like bundle pricing and shipping choices.
Project overview
One identity, built to survive a lot of formats.
Ooni's existing look was a dated oval badge with no real system behind it. The brief was to rebuild the identity from scratch and prove it could hold up everywhere a brand actually lives today — print, social, and a working online store — not just on a single polished slide.
Collaboration & takeaways
Five designers, one identity.
A shared build, not separate lanes
The Ooni rebrand was made by a student team of five. Branding, the campaign and the website were built together rather than split into separate tracks — everyone had a hand across the full project.
What it taught me
Working this way meant constantly checking that a decision made for a logo usage rule still held up three steps later in a checkout screen. It sharpened how I think about consistency: a brand isn't the logo, it's every surface that touches it.