Ong Shunmugam: Points of Intersection
The new Ong Shunmugam logotype is inspired by the handwritten nature Tamil script, as well as the characteristic brush strokes of Chinese calligraphy. The scripted foundations of each language translates into the variety of stroke weights used in the logotype – a spare, understated form of ornament that honours the brand’s timeless, yet wholly modern, aesthetic, as well as their commitment to handcrafted dressmaking.
The rangoli is an auspicious form of decoration that traditionally commemorates the beginning of harvest. We introduced the Ong Shunmugam rangoli as a brand ritual that marks the launch of each new collection. With letters spelling out the brand’s mantra of "Old Fashion", it celebrates the brand’s philosophy of heritage made new.
At the end of every customer’s journey with Ong Shunmugam, the transaction is completed by the symbolic gesture of "knotting", which marks the transfer of ownership. The particular knot chosen for the Ong Shunmugam packaging was translated from the Chinese prosperity knot, which traditionally functions as a symbol of union or partnership.
A play on a classic. Instead of using the conventional Roman letters to create a recognisable brand mark, the monogram marries "王" and "ஜ" – the Chinese and Tamil "initials" of the Ong Shunmugam name. The monogram is completed with a seasonal floral motif, referencing the enduring visual mainstay of the textiles and fabrics used in womenswear.