Syntetica | Omoi

Project Details

Founded in 2023 by Marco Bertone and Louis Monsigny, Syntetica is tackling one of the most significant environmental challenges facing the textile industry: waste. Less than 1% of the global textile market currently comes from recycled fibers, as traditional methods are unable to separate the original raw materials from blended textile waste. Syntetica changes that with their breakthrough technology, a chemical depolymerization process that can separate and purify both types of nylon from blended fabrics. Despite their young age, Syntetica has already forged partnerships with leading fashion brands like Victoria’s Secret and Etam. They’re not just looking to make waves in fashion; their target clients include any industry where nylon is prevalent, including automotive companies. Syntetica is taking a material that was first synthesized in 1935 into a new era—one where sustainability and circularity are at its core.

Omoi was tasked with developing a brand identity and website to introduce Syntetica to the world following their seed raise. Our work was essential in crafting a brand that would resonate with their target audiences—large fashion and automotive companies—while attracting both investors and top talent. We also produced custom 3D visuals, photo and video content from their laboratory in France, and a brand film that encapsulated their vision. Our goal was to balance their deep-tech innovation with an identity that felt dynamic and approachable, setting them apart from the industrial giants that dominate their space.

At the heart of Syntetica’s brand is the idea of Beautiful Chemistry. This tagline captures the duality we sought to express: high science with a playful, rebellious edge. Inspired by their mission to transform nylon recycling, we developed a visual direction that speaks to both their scientific rigor and their creative boldness. The art direction we chose for Syntetica was rooted in transparency, fluidity, and transformation. We referenced imagery like glass containers filled with translucent liquids and abstract, colorful animations depicting mesmerizing light movements. We also developed a flexible series of vibrant, grainy gradients and subtle kinetic word patterns reminiscent of the chemical pigments and catalytic processes underpinning their technology.

For the primary wordmark, we chose a slab serif that felt solid yet spirited, softening the synthetic connotations of their name with a touch of friendliness. To complement this, we incorporated a bold sans serif for body text, creating a modern, clean typographic system that maintained seriousness without losing energy. We also integrated handwritten elements, drawing inspiration from old apothecaries lined with glass bottles, their contents denoted by hand-scrawled labels. These handwritten elements, used sparingly, add a personal touch to the brand, reinforcing the idea that while Syntetica operates at the cutting edge of technology, they remain connected to the tangible, human impact of their work.

The brand’s tone of voice was designed to embody a unique blend of academic authority with flair—what we coined as “deep-tech RuPaul with a PhD.” This playful yet smart persona stands in stark contrast to the impersonal nature of most scientific brands. Syntetica isn’t afraid to show personality, even while operating in a field as serious as sustainability. Their messaging carries the swagger of industry disruptors, the confidence of science, and the charm of a fashion-forward mindset. The brand speaks in a way that is technical yet fun—always with a dash of rebellious spirit.

The identity not only sets them apart visually from their competitors, but also serves as a launchpad for their broader vision: to make a circular, sustainable textile industry a reality. Through custom 3D visuals, on-site photography and videography, and a carefully crafted brand film, we told a story that was both scientific and emotive. This combination of visual and verbal elements positioned Syntetica as a forward-thinking, disruptive force—poised to challenge some of the largest, most established players in their field as they accomplish their mission of “making nylon go on and on and on.”