SIDO by Erretres
SIDO is a Japanese underwear brand based in Tokyo. What makes it different is the special material it uses in its manufacturing — a patented textile fiber called Hohtai, made from top quality cotton and similar to the fabric used for medical bandages.
The objective given to Erretres was to create a brand that went beyond the mere functional attributes of the product, that could: increase the brand’s visibility, help the company grow on an international scale and expand into a younger demographic segment, and facilitate the development of other lines of business.
The new visual identity of the brand had to reflect 'fun in function', that is, the union between a product’s functionality and its 'cool', contemporary and attractive image. Thus, we drew the logotype in thick, elegant and contained typography with an extended typeface that makes reference to the elasticity of the fabric. We accompanied it with a tagline to help highlight Sido’s main asset, Hohtai. We wrote Hohtai in Japanese characters, to tie the intrinsic quality of 'made in Japan' to the logo. As a symbol for the mark, we gave special treatment to the letter 'S', from the company name. It adopts the curvilinear form of a textile fiber and creates a black and white pattern of lines, a metaphor for the breathability of the fabric.
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