Orume

Originally launched as *Fast Fashion*, the brand had ambition — but not the name or identity to match. It was ready to grow into something far more elevated. What the founders envisioned was a fashion movement: unisex, refined, and intentional — the opposite of what “fast fashion” implied. They came to us seeking a name that would carry sophistication, individuality, and a sense of luxury beyond the runway.

• Brand Naming
• Logo Design
• Visual Identity Direction

The biggest challenge? Shedding an old skin. The name *Fast Fashion* no longer fit the brand’s quality, ethos, or future plans. They needed something poetic yet practical — a name that could evolve with the brand as it expanded into furniture, art, fragrances, and lifestyle retail.

 

Our task was to rename and rebrand from scratch — giving the brand a voice and visual that reflected both luxury and adaptability.

We started by exploring the core essence of the brand — modern, minimal, unisex fashion that feels like a personal signature. The name needed to hold weight and feel premium, without sounding sterile or overused.

We proposed Orumé, derived from:

“Aurum”, the Latin word for gold — symbolizing value, rarity, and timelessness
“Aura”, evoking an atmosphere of distinct energy and subtle magnetism

The accent on the “é” added a European flair, a sense of rhythm and finish that aligned with the brand’s aesthetic — elegant, global, and artistic.

 

The logo followed suit:

• – A refined wordmark with clean lines and thoughtful spacing
• – Black and muted gold tones to reflect sophistication with edge
• – Versatile usage across fashion labels, packaging, digital, and future concept spaces

 

The brand identity was designed to be as fluid and versatile as the collections themselves — timeless basics that live at the intersection of design and daily wear.