Oak’s guiding principle #1 - Family

Introducing what the brand is actually being built on—what we’re calling our brand’s guiding principles. Think of these as the “pillars” of our brand; the structure before anything visual.

The first one that I will highlight today is Family.

As you all know by now, the name Oak comes from my middle (and my mom’s last) name, Carvalho, which means oak tree in Portuguese. That really sets the tone for a company that comes from a family to create and foster an even bigger one—a family of enthusiasts, sharing camaraderie through similar and evolving passions.