Onomy
Wellness within

Onomy is a private members’ wellness club in Buenos Aires built around a holistic understanding of wellbeing — bringing movement, recovery, beauty, nutrition, and social connection together under one roof. We partnered with them from the very beginning to shape the project’s positioning, name, and complete brand identity & interior design, creating an ecosystem designed to make wellness feel more personal.

Client: Onomy Wellness
Year: 2025
Country: Argentina
Sector: Wellness & Hospitality

Naming
Strategy
Positioning
Branding
Visual Identity
Verbal Identity
Brand Applications
Digital Experience

The challenge

To create a new kind of wellness brand — one capable of bringing different disciplines, rituals, and experiences together without feeling clinical, overly spiritual, or performance-driven.

The challenge was to position Onomy as a contemporary private members’ club where wellbeing could be understood as something broader and more personal: a balance between movement and stillness, discipline and pleasure, body and mind. A place with enough character to build a community around it, while remaining flexible enough to house an ever-evolving ecosystem of services and experiences.

We started by defining a name for this new philosophy of wellness. Onomy draws from the Greek nomos — associated with order, principles, and systems — and the suffix “onomy”, found in words describing ways of understanding or organizing a particular field. As a standalone name, Onomy suggests the idea of developing one's own system: a personal understanding of what makes us feel well.

This idea of personal mastery became the foundation for the brand. Rather than presenting wellness as a fixed formula, we built an identity around different ways of experiencing it — from movement and recovery to nutrition, beauty, and social connection.

What we did

The visual system combines a refined wordmark with a more instinctive, hand-drawn symbol inspired by pre-Columbian rock art of Latin America, creating a tension between structure and humanity. A warm, tactile palette, intimate photography, natural materials, and a direct verbal language extend this contrast throughout the experience — from digital environments and membership to signage, apparel, amenities, and Onomy Café.

The result is an identity conceived not simply for a wellness space, but for an evolving culture around wellbeing: one where everyone can find their own way in.

Onomy Café

As an extension of the Onomy universe, Onomy Café brings the brand’s philosophy of wellbeing into everyday rituals. A place where nourishment, energy and pleasure coexist naturally — from a morning coffee or post-workout smoothie to a slow lunch shared with others.

We developed a distinct expression for the café while keeping it unmistakably Onomy. A lighter, more spontaneous visual language introduces warmer tones, tactile materials and playful handwritten elements, creating a more relaxed counterpart to the club’s intimate atmosphere.

More than an amenity, Onomy Café becomes the social side of wellness — a place to pause, refuel, meet and simply spend time.