by abduzeedo
Discover how Estúdio Capim uses Minimalist Branding to transform ÓST candles from simple home scents into sophisticated, sculptural design objects.
Design often finds its greatest strength in the mundane. We see this clearly with ÓST, a brand from Vitória, Brazil. Founded by Laila and Jana, this project treats the candle as a primary design object. It is no longer an afterthought for a shelf. It is the focal point of a room. Estúdio Capim led the visual journey. They built a system that spans naming, strategy, and product design. The result is a cohesive language where the brand and the physical object speak in unison.
The market for home fragrance is crowded. Most brands rely on loud labels or familiar glass jars. ÓST takes a different path. It chooses restraint. It favors clarity. Each collection is a limited edition. The studio uses high-quality materials and refined finishes. This emphasizes tactility. When you hold an ÓST candle, you feel the weight of intention. It is a sensorial object. It is meant to be observed as much as it is meant to be smelled. It transforms a space through its mere presence.
At its core, the project is an invitation to look again. Estúdio Capim avoided passing trends. They focused on consistency instead. The forms, typography, and materials work together. This creates a unified whole. This coherence extends from the wax to the packaging and the digital experience. It gives the brand a sense of authorship. You can see the hand of the designer in every curve. The visual identity does not just sit on the product. It is part of the product.
The name ÓST is a clever choice. In Portuguese, it relates to the act of hosting. This reflects the role candles play in hospitality. It also acts as an acronym: Observar, Sentir, Transformar. This translates to Observe, Feel, and Transform. This philosophy guides how users engage with the brand. It is a quiet call to slow down. The verbal identity by CriaTexto and lettering by Letícia Naves support this calm narrative.
Visual details from the work highlight this precision. Look at the architectural photography by Yasmine Nery. It captures how the candles interact with light and shadow. The packaging by Estúdio Capim and Gustavo Machado uses minimalist layouts to let the materials breathe. This is not corporate design. This is soul. It shows how a unified system can reshape a category. It proves that even a quiet moment can have significant aesthetic weight. Through ÓST, we see that design is not just about how things look. It is about how they make us feel in our own spaces.
Credits
- Visual Identity & Packaging: Estúdio Capim and Gustavo Machado
- Product Design: Estúdio Capim
- Naming, Narrative Concept & Verbal Identity: CriaTexto
- Lettering: Letícia Naves
- Still Photography: Jota Oshiro
- Architectural Photography: Yasmine Nery
- Video Case (Motion): Abner in Motion
Minimalist Branding
Óst in Portuguese means “host,” speaking to the use of candles for hospitality and also, perhaps, a nod to the word’s alternate meaning as a vessel holding a spirit. ÓST is also an acronym for Observar, Sentir, and Transformar, which mean “observe,” “feel,” and “transform” in Portuguese—notions that embody how the brand hopes its customers experience their product.
