Palatina Kiʻi · 2022

Better Bodies Hi Hōʻailona Hōʻike Waihoʻoluʻu (Brand Identity)

by Takahiro Eto

A' Design Award Palatina 2022 in Kiʻi
CLIENT: Better Bodies Hi
Estimated Number of Design Views: 2,630,024
Verification code F836DC5FEF · Verify this award

Visit Site View at A' Design Award Press Release

Colors

About Better Bodies Hi Hōʻailona Hōʻike Waihoʻoluʻu (Brand Identity)

He hōʻailona hōʻike waihoʻoluʻu ʻo Better Bodies Hi no kahi hale hoʻoikaika kino. Ua hoʻokumu ʻia ka hōʻailona ma luna o kekahi ʻano hua palapala e loli ana ma ʻekolu māhele. I ka neʻe ʻana o nā malihini mai ka wahi hoʻokipa a i ka wahi hoʻoikaika kino, e mānoanoa aʻe a nui aʻe ka hua palapala ma nā hōʻailona. Hoʻohana mālie ʻia ke ʻano lahilahi loa ma ka wahi hoʻokipa e hoʻokumu ai i kahi ʻano maluhia. Hoʻohana ʻia ke ʻano mānoanoa loa ma ka wahi hoʻoikaika kino ma ke kiʻekiʻe ʻoi aku ma mua o hoʻokahi mika. Hoʻohana ʻia ke ʻano hua palapala ma ka hōʻailona kūʻai, ka pūnaewele, nā hōʻailona kuhikuhi a me nā mea paʻi. Kōkua ka hua palapala loli i nā mea hoʻohana e hoʻomākaukau i ke kino a me ka noʻonoʻo no ka hoʻoikaika kino ma ka pakahi ʻana.

About the A' Design Award Palatina

Ua lanakila ka hoʻolālā Better Bodies Hi Hōʻailona Hōʻike Waihoʻoluʻu (Brand Identity) i ka A' Design Award Palatina, he ʻike hoʻohanohano nui i hāʻawi ʻia i nā hoʻolālā ʻoiaʻiʻo loa ka kūʻokoʻa, ka nani a me ka kamahaʻo. He mau mea kupaianaha o ka hana noʻeau nā lanakila Palatina, he mau hōʻike o nā palena o ka noʻonoʻo hana noʻeau, a hōʻike lākou i ka ʻoihana ʻoi aku a me ka ʻuhane akamai o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo kēia mau hoʻolālā nā hana kaulana loa e wehewehe ana i ka nani o kekahi au, kōkua i ke ola pono o ke kaiāulu a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. Hōʻike ka hoʻolālā Better Bodies Hi Hōʻailona Hōʻike Waihoʻoluʻu (Brand Identity) i ke kūlana ʻoi kelakela i ʻoi aku ma mua o ka palena a hoʻomaikaʻi ʻole ʻole i ka honua ma o kona mau ʻano pōmaikaʻi a waiwai. He hana ka hoʻolālā Better Bodies Hi Hōʻailona Hōʻike Waihoʻoluʻu (Brand Identity) i lanakila i ka A' Design Award Palatina e hoʻāla i ka makemake, hoʻoulu, hoʻoikaika, hoʻohauʻoli a hoʻā i ka hauʻoli nui.

Press Kit

Unique Properties: Better Bodies Hi is a workout studio. They needed to create an environment where users after work could gradually prepare their body and mind towards exercise. Therefore, they designed a typeface that transforms in three stages. As users move from the reception to the workout area, the typeface of the sign gradually changes to a thicker and larger. The typeface gradually guides and encourages the user to work out. They used this typeface in logo, website, and products, to create a brand identity.
Dimensions & Packaging: This specialized typefaces has been used for everything from small application icons to institutional signage up to 1045mm in height. It has also been displayed in a variety of ways, from printed materials to digital signage, cutting sheets, and acrylic.
Tags: Brand Identity, Branding, Visual Identity, Logo, Signage, Typeface, Experience
Production Technology: A typeface that transforms in three stages was developed for this project. As that typeface gradually gets thicker, the diagonal lines increase, giving it a more lively look. In the reception area, the thinnest typeface is used sparingly to create a relaxed atmosphere. In the workout area, the boldest typeface is used at a size of more than one meter to encourage users. The use of different typefaces depending on the user's situation contributes to the quality of the user's experience.
Design Challenge: In Japan, advertisements for gyms often use pictures of very fit Westerners. Of course, Japanese do not become Westerners as a result of workout. BETTER BODIES HI conveys the message that you can improve your body and your life by making incremental changes to your current self. Therefore, They have visualized the "change". The difficulty was in managing the three different typefaces. They designed guidelines and format data so that the client could operate the typeface themselves.
Inspiration: Normally, the weight of a typeface changes, but its skeleton does not change significantly. For a long time, I have been wondering if it is possible to create a typeface whose skeleton also changes when its weight changes. Also, in general signage projects, the typeface used is limited in order to give a sense of unity to the space, but I was wondering if it would be possible to change the typeface to match the function of the space. These two ideas became the inspiration for this design.
Project Duration: The project started in November 2018 and opened in Aoyama, Tokyo in March 2020.
Operation Flow: It is impossible for a user who has just returned from working in an office to start training hard right away. It is necessary to gradually prepare the body and mind. For this reason, the sign at the reception desk is small and modest. The locker sign is a little larger. Signs in the workout area are very large. By changing the signs according to the user's situation, the user can gradually become more prepared.