In the strategy phase, we concluded the entire range of Sido products needed an architecture to distinguish each product category. We created a graphic system to visually organize the product portfolio. Each line needed to be perfectly differentiated from the others, while simultaneously respecting and coexisting with the identity of the parent brand.
To do so, we selected a letter to identify each product line and designed it in a way that makes reference to the fabric weave (also reminiscent of Japanese Zen gardens): “S”, from Sido, for the premium line; “H”, from Hohtai, for the basic line; “X”, from extreme, for the sports line; and “&” for special collaborations. We also adapted the design depending on whether the product was for a man or a woman.
Additionally, we defined other graphic elements for the visual identity, such as the color palette, patterns, photographic style, illustration style, etc.