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Oblique
Oblique is a luxury home objects brand built around a single belief: that the things we keep in our homes should be worth keeping. Every piece is handcrafted by artisans using sustainably sourced materials — wood, glass, clay, marble — chosen for how they age, not how they look on a shelf.
Role
Art direction
Industry
Furniture
status
Delivered
Year
2026
Challenge
The luxury home objects market doesn't lack options — it lacks conviction. Most brands in this space say the right things and show the right things, then deliver something that feels like it was made by a committee that had seen too many mood boards. The challenge was to build a brand that a discerning buyer would trust before they read a single word — one where the object, the photography, the type, and the voice all arrived at the same conclusion independently.
Process
Positioned the brand before touching the visual system — defined what Oblique refuses to be as clearly as what it is
Built the colour system around material logic: carbon black, raw wax white, a single Ember orange deployed with strict restraint
Paired Outfit Sans with Ancizar Serif to create a dual voice — precise at UI scale, warm at editorial scale
Designed the grid around the object first, commerce second — every page layout asks the photography to carry atmosphere before the copy carries meaning
Developed copy and identity in parallel, ensuring voice and aesthetic reached the same answer without one leading the other
Outcome
A complete brand identity system ready for production
Full e-commerce website designed across desktop and mobile
Product pages for three core collections: the Volta marble chair, the Nuage boucle chair, the Glass Series
Brand guidelines covering typography, colour, grid, voice, and image direction
Packaging system built on recycled kraft with debossed wordmark
Video direction and prompt system for campaign content
By The Numbers
18 website frames designed
3 product collections
2 typefaces
1 accent colour
Oblique is not a store. It is a position.
Back
Oblique
Oblique is a luxury home objects brand built around a single belief: that the things we keep in our homes should be worth keeping. Every piece is handcrafted by artisans using sustainably sourced materials — wood, glass, clay, marble — chosen for how they age, not how they look on a shelf.
Role
Art direction
Industry
Furniture
status
Delivered
Year
2026
Challenge
The luxury home objects market doesn't lack options — it lacks conviction. Most brands in this space say the right things and show the right things, then deliver something that feels like it was made by a committee that had seen too many mood boards. The challenge was to build a brand that a discerning buyer would trust before they read a single word — one where the object, the photography, the type, and the voice all arrived at the same conclusion independently.
Process
Positioned the brand before touching the visual system — defined what Oblique refuses to be as clearly as what it is
Built the colour system around material logic: carbon black, raw wax white, a single Ember orange deployed with strict restraint
Paired Outfit Sans with Ancizar Serif to create a dual voice — precise at UI scale, warm at editorial scale
Designed the grid around the object first, commerce second — every page layout asks the photography to carry atmosphere before the copy carries meaning
Developed copy and identity in parallel, ensuring voice and aesthetic reached the same answer without one leading the other
Outcome
A complete brand identity system ready for production
Full e-commerce website designed across desktop and mobile
Product pages for three core collections: the Volta marble chair, the Nuage boucle chair, the Glass Series
Brand guidelines covering typography, colour, grid, voice, and image direction
Packaging system built on recycled kraft with debossed wordmark
Video direction and prompt system for campaign content
By The Numbers
18 website frames designed
3 product collections
2 typefaces
1 accent colour
Oblique is not a store. It is a position.