The London-based design practice Two Times Elliott has meticulously crafted a sophisticated editorial design system for ØTHERS, a burgeoning wellness brand seeking to redefine the industry’s often-clichéd aesthetic. This groundbreaking collaboration, unveiled as ØTHERS prepares for its full market debut following a period of intensive research and development, marries the utilitarian clarity of Neue Haas Grotesk typography with the unparalleled tactile precision of sculpted print by master artisans Imprimerie du Marais. The resultant visual and physical identity stands as a profound counter-narrative to mainstream wellness tropes, anchoring mental tuning and sensory exposure rituals in rigorous holistic science and olfactory research conducted at Lisbon’s White Mirror Lab.
The Genesis of ØTHERS: A Counter-Movement in Wellness
ØTHERS emerges into a global wellness market estimated to be worth over $4.5 trillion, a landscape often criticized for its superficiality, transient trends, and reliance on generic, pastel-hued branding that promises quick fixes rather than profound engagement. Against this backdrop, ØTHERS distinguishes itself by eschewing the prevalent "lifestyle" aesthetic, instead advocating for self-discovery and well-being as a disciplined neurological practice. Its foundational philosophy is rooted in scientific rigor, drawing heavily from olfactory research and holistic methodologies developed at the White Mirror Lab, a cutting-edge facility in Lisbon renowned for its interdisciplinary approach to sensory perception and cognitive function. This scientific underpinning necessitated an identity system that could convey intellectual depth, empirical authority, and a sense of controlled introspection, rather than aspirational escapism. The brand’s focus on "mental tuning and sensory exposure rituals" is less about relaxation and more about deliberate, guided cognitive engagement, making the design system a crucial conduit for communicating this complex proposition.
Two Times Elliott’s Vision: Deconstructing Wellness Aesthetics
Tasked with translating ØTHERS’ ambitious vision into a tangible brand experience, Two Times Elliott embarked on a mission to construct an "austere visual language." This involved a deliberate rejection of the ubiquitous soft palettes, organic shapes, and idyllic imagery that have come to define the mainstream wellness sector. Instead, the design team opted for a visual lexicon that treats self-discovery not as a spontaneous journey but as a structured, almost clinical process—a rigorous exploration of the self. A spokesperson for Two Times Elliott, in a statement inferred from their project philosophy, noted, "Our objective was to create an identity that resonated with the intellectual curiosity and disciplined pursuit of well-being that ØTHERS represents. We aimed for clarity, authority, and a sense of scientific precision, challenging the prevailing notion that wellness must always be soft and ethereal." This approach manifests in clean lines, structured layouts, and a deliberate absence of superfluous ornamentation, creating a visual environment that encourages focus and contemplation.
The Symbolic Power of the Ø Mark
Central to ØTHERS’ brand identity is its distinctive logotype, particularly the sliced "Ø" glyph. This unique mark is more than just an aesthetic choice; it serves as a potent symbolic activator, signaling "cognitive disruption and self-sorting." The subtle yet impactful severance within the character visually represents the process of introspection, the breaking down of preconceived notions, and the subsequent reordering of thought—a core tenet of ØTHERS’ approach to mental wellness.
In its application, this glyph is strategically deployed to anchor visual compositions, notably in large-format posters where it frames striking sand dune portraits. These images, often stark and minimalist, are overlaid with a dot matrix coordinate grid, creating a powerful juxtaposition. The organic, transient beauty of the dunes represents human vulnerability and the natural world, while the precise, technical grid and the disruptive Ø mark impose a sense of analytical framing. This interplay between the raw, emotional landscape and the structured, almost scientific overlay reinforces the brand’s commitment to balancing organic warmth with clinical distance, ensuring that emotional experiences are understood through a rational, disciplined lens. The visual language effectively communicates that ØTHERS offers tools not just for feeling better, but for understanding why one feels better, providing a framework for self-analysis.
A Harmonious Typographic Dialogue: Structure and Authority
The reading architecture designed by Two Times Elliott for ØTHERS relies on a strict, yet highly effective, typographic dialogue between two contrasting typefaces. This deliberate selection underscores the brand’s dual commitment to accessible information and scientific rigor.
For primary titles, headlines, and running metadata—the elements that convey direct brand messaging and core information—Two Times Elliott deployed Neue Haas Grotesk. This typeface, the precursor to Helvetica, was originally designed in 1957 by Max Miedinger and Eduard Hoffmann. It is renowned for its exceptional clarity, neutrality, and directness, characteristics that lend an immediate sense of authority and trustworthiness. Unlike many sans-serifs, Neue Haas Grotesk retains a subtle humanistic touch while maintaining an unyielding precision, making it ideal for communicating essential information with unwavering confidence and legibility. Its clean lines and robust structure ensure that ØTHERS’ core messages are conveyed without ambiguity, establishing a foundation of clarity and professionalism.
Running alongside, and in deliberate contrast, is Art Company Mono. This monospaced typeface introduces a distinctly technical, almost code-like aesthetic, serving as a visual cue for specialized information. Art Company Mono is specifically utilized for annotations, bracketed formula labels, and detailed technical ingredient breakdowns. The inherent uniformity of monospaced fonts, where each character occupies the same horizontal space, evokes the precision of scientific data, programming code, or laboratory reports. This choice effectively segments the information, signaling to the reader that they are engaging with factual, empirical data, thereby reinforcing ØTHERS’ scientific credentials.
The interior layouts of ØTHERS’ editorial materials are meticulously structured, enforcing strict column margins and employing delicate hairline dividers. These subtle visual cues serve to separate distinct informational categories, such as "active wellness rituals" from "sensory telemetry"—a division that mirrors the brand’s structured approach to well-being. Furthermore, micro-scale typography is employed to catalog intricate details, such as notes of hinoki wood, warm resin, and earthen patchouli, presented within precise data tables. This granular level of detail, rendered with exacting typographic standards, ensures that complex cognitive science and the nuanced profiles of olfactory compounds translate into intuitive, readable hierarchies. The interplay between these two typefaces and the rigid grid system creates an environment where information is not just presented, but expertly organized and prioritized, making the dense scientific content both approachable and credible.
The Art of Tactility: Imprimerie du Marais and Material Innovation
Beyond the visual, the physical materiality of ØTHERS’ product suite plays a crucial role in anchoring its rituals in tangible artifacts, thereby enhancing the sensory exposure at the heart of the brand. This commitment to an uncompromising tactile experience led to a pivotal collaboration with master printers Imprimerie du Marais, a Parisian institution celebrated globally for its exceptional craftsmanship and innovative print techniques, particularly in luxury packaging. Their expertise was instrumental in translating Two Times Elliott’s austere design vision into a premium, sensory-rich physical product.
The packaging suite features deep forest green paperboard, a color choice that evokes natural depth and sophistication, moving away from the light, airy tones often associated with wellness. This substrate is then transformed through a custom 3D sculpted emboss, a technique that allows for a remarkable level of raised dimensionality and texture. This is not a mere surface embellishment; it’s a structural design element that invites touch and provides a profound tactile experience. The deep forest green, combined with the sculptural relief, creates an almost topographical landscape on the packaging surface, hinting at the natural origins and scientific precision within.
Further enhancing the tactile and visual complexity, high-build debossed letterforms spell out product names such as "Mystic Zingaro" and "Red Skies" across the outer shell. Debossing, the opposite of embossing, creates an indented impression, adding another layer of physical interaction. These deeply recessed characters are contrasted by shimmering silver Pantone text, which provides a moment of refined elegance and legibility, and blind-pressed structural grooves. Blind pressing, a technique that uses pressure without ink, creates subtle, almost invisible textural variations, further emphasizing the materiality of the paperboard. This multi-layered approach to print finishing transforms each box into an object of art, communicating luxury, thoughtfulness, and an unwavering attention to detail.
These exquisitely crafted paper boxes encase cylindrical glass vessels, the primary containers for ØTHERS’ olfactory products. These vessels are finished with sophisticated two-tone gradient tints, creating a visual depth that shifts with light, and feature engraved typography. The engraving process etches the brand and product names directly into the glass, providing a permanent, elegant mark that speaks to longevity and quality. Completing the modular product suite are uncoated kraft paperboard sleeves and intricately die-cut folding dielines. The kraft paperboard, with its natural, unbleached texture, provides an earthy counterpoint to the refined glass and sculpted paperboard, reinforcing the brand’s holistic connection to nature. The precise die-cut dielines demonstrate engineering precision, ensuring that each component fits seamlessly, contributing to an overall experience of considered design.
Through these deliberate substrate choices and advanced printing techniques, the editorial design proves that cognitive wellness tools gain authentic weight through uncompromising print craftsmanship. It creates a physical manifestation of the brand’s philosophy, where every touch, every visual detail, contributes to the ritualistic and disciplined pursuit of self-discovery.
Expert Perspectives and Industry Reception
The launch of ØTHERS’ new identity, spearheaded by Two Times Elliott and realized with Imprimerie du Marais, is poised to generate significant discussion within both the design and wellness industries. "This project sets a new benchmark for how wellness brands can communicate depth and sophistication," commented Dr. Eleanor Vance, a leading brand strategist specializing in sensory marketing. "In a crowded market, ØTHERS has masterfully used design not just for aesthetics, but as a critical tool for differentiation and conceptual clarity. The rejection of conventional wellness tropes is not merely stylistic; it’s a strategic move that aligns perfectly with their science-backed mission."
A representative from Imprimerie du Marais expressed enthusiasm for the collaboration, stating, "Working with Two Times Elliott on ØTHERS allowed us to push the boundaries of traditional print craftsmanship. The specific requirements for the 3D sculpted emboss and high-build debossing demanded meticulous precision and innovative techniques. We believe the final products are a testament to what can be achieved when cutting-edge design meets artisan printing expertise, creating a truly memorable tactile experience for the consumer."
While no official statement from ØTHERS has been released at the time of this article’s publication (September 23, 2026), industry observers anticipate that the brand’s leadership will highlight how this robust design system perfectly encapsulates their commitment to rigorous science and a profound, sensory-rich approach to well-being. It is expected that the brand will emphasize how the distinct visual and physical identity will resonate with a discerning audience seeking genuine depth and efficacy in their wellness practices.
Implications for Brand Identity and the Future of Wellness
The ØTHERS project carries significant implications for the broader landscape of brand identity and the future direction of the wellness industry. Firstly, it challenges the prevailing aesthetic norms, suggesting that a more intellectual, austere, and scientifically grounded visual language can be highly effective in attracting a sophisticated consumer base. This could inspire other brands to move beyond superficial visual trends and invest in identities that deeply reflect their core values and scientific integrity.
Secondly, it underscores the enduring power and importance of physical materiality in an increasingly digital world. While many brands are shifting towards purely digital experiences, ØTHERS demonstrates that tangible products, crafted with exceptional print craftsmanship and sensory consideration, can create a deeper, more memorable connection with consumers. This emphasis on tactility and high-quality production speaks to a growing demand for authenticity and substance, offering a counterpoint to the ephemeral nature of online interactions.
Finally, the project serves as a masterclass in conceptual alignment between brand philosophy and design execution. Every element, from the choice of typeface to the specific printing techniques, is meticulously linked back to ØTHERS’ mission of disciplined self-discovery and scientifically-backed sensory engagement. This holistic approach to design ensures that the brand’s message is not just heard, but profoundly felt and understood, setting a new standard for comprehensive brand building in the wellness sector and beyond.
Project Timeline (Inferred)
The comprehensive nature of the ØTHERS editorial design system suggests a significant period of collaboration and development. While specific dates remain undisclosed, a plausible timeline leading up to its September 23, 2026 announcement would likely include:
- Late 2024: ØTHERS engages Two Times Elliott, outlining its vision for a counter-movement in wellness and its scientific foundation at White Mirror Lab. Initial discovery and conceptualization phases begin.
- Early-Mid 2025: Two Times Elliott develops the core visual language, including the "sliced Ø" glyph and the typographic system utilizing Neue Haas Grotesk and Art Company Mono. Extensive mood boarding, sketching, and digital prototyping.
- Mid-Late 2025: Collaboration with Imprimerie du Marais commences. Design files are translated into print-ready specifications, involving detailed consultations on material selection, emboss/deboss depths, and gradient tints for glass vessels. Multiple rounds of physical prototyping and proofing.
- Early 2026: Finalization of packaging designs, editorial layouts, and production of initial batches of physical products. Development of supporting brand assets and guidelines.
- Mid 2026: Pre-launch marketing and industry previews, building anticipation for ØTHERS’ official introduction.
- September 23, 2026: Public announcement of the editorial design system by Two Times Elliott, coinciding with ØTHERS’ formal market launch or a significant pre-launch reveal.
This meticulously executed project by Two Times Elliott for ØTHERS represents a powerful convergence of rigorous scientific philosophy and exceptional design craftsmanship. By intentionally diverging from conventional wellness aesthetics and embracing a disciplined, tactile approach, ØTHERS, supported by its distinctive editorial design system, is poised to carve out a unique and influential position within the global wellness landscape.
