on running
development of the corporate identity and branding with its iconic logo and core design elements (made at raffinerie). from small beginnings in zurich, switzerland, ‹on› set out with a big ambition: to change the world of running. today, millions of runners in over 50 countries use the shoes with the special sole technology.
the brand was started based on one idea: ‹soft landings followed by explosive take-offs.› on wanted to revolutionize the sensation of running, and began calling it, ‹running on clouds.›
all identity elements were designed for a flexible and long lasting branding. our art directed photographic style of the ‹flying shoe› is still being used today. the packaging also remains a favourite of the customers.
today, ‹on› is co-owned by swiss tennis icon roger federer. he is involved in the product development and expansion of the brand. on is worn by over seven million runners worldwide. with offices across switzerland, usa, japan, australia, and brazil, the brand is expanding rapidly and is beginning to tap into new fields. since 2021, the company is listed on the new york stock exchange.
credits
concept, art direction & design made at raffinerie with nenad kovacic, florian streit, reto ehrbar & christian haas, product design: thilo alex brunner
on: david allemann, caspar coppetti, olivier bernhard