Introducing OraOrea by Zach Starr Weiss

The first challenge was a name. After a process of losing sleep, endless perusing of thesauruses, deep soul-searching, generating list after list – and legal fees – I landed on OraOrea (pronounced aura-aurEEya). The inspiration for the name was a genuine experience. On a late afternoon walk, working on names in my head, the sun got low on the horizon, shadows grew long, and the light turned a lovely warm hue. It was golden hour. Adored by photographers and filmmakers for its rich tones and nostalgic atmosphere, it’s also a lovely time to take in one’s surroundings.

Utilizing the methodology of The Dictionary of Obscure Sorrows by John Koenig, an excellent resource of words that have been fabricated to capture emotions and states of being for which there are no single terms, a new word was derived from the Latin for “golden hour.” OraOrea describes not the time of day, but the sensation evoked. A moment or a state of bliss when everything just feels right.

Ultimately, OraOrea was also chosen for its musicality and visual balance. Five syllables and seven letters, a logo design came together organically. With a healthy dose of mid-century influence, the typography was first created; clear, bold, and distinctive. Balanced on either side of the central “O,” the letters dance above and below a midline, reflecting how the word is pronounced. A larger “O” sits at the center, anchoring the wordmark and serving as a logomark when used alone. The result is unexpected, confident, but with a touch of whimsy. It spoke to a brand that makes serious products, but is still approachable.