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Om*t is a concept juice brand that prides itself on not hiding behind the fine print. Many beverage companies claim to be all-natural and healthy but have hidden ingredients and preservatives that aren’t freely shared with customers. With this brand, the focus is the idea of the asterisk*, a multi-functional mark that can both add and subtract. The asterisk can censor inappropriate words acting as a visual bleep (i.e. sh*t, d*mn) as well as direct attention to additional information like footnotes or citations.
* a mark that functions in opposition