Transformative Typeface: A New Approach to Brand Identity

Better Bodies Hi: A Unique Branding Strategy by Takahiro Eto

When it comes to brand identity, the power of typography cannot be overstated. Takahiro Eto, a renowned designer, has taken this concept to a new level with his innovative design for Better Bodies Hi, a workout studio. Inspired by the idea of a typeface whose skeleton changes with its weight, Eto has created a unique branding strategy that not only enhances the studio's identity but also enriches the user's experience.

The unique feature of Eto's design lies in its transformative nature. As users move from the reception to the workout area, the typeface of the signage gradually changes, becoming thicker and larger. This subtle transformation serves a dual purpose: it guides the user through the space and psychologically prepares them for their workout. The typeface has been used across the studio's logo, website, and products, creating a cohesive and distinctive brand identity.

Creating this transformative typeface was no small feat. It required the development of a typeface that could morph in three stages, each stage designed to match the user's situation and contribute to the overall quality of their experience. From the relaxed atmosphere of the reception area to the energizing environment of the workout area, the typeface plays a crucial role in setting the tone.

Despite the challenges of managing three different typefaces and ensuring their effective application across various platforms, Eto and his team successfully designed guidelines and format data that allowed the client to operate the typeface themselves. The result is a brand identity that is not only visually appealing but also interactive and user-centric.

The design's uniqueness and innovation have not gone unnoticed. It was awarded Platinum in A' Graphics, Illustration and Visual Communication Design Award in 2022, a prestigious recognition that celebrates world-class, exceptional, and highly innovative designs. This award is a testament to Eto's genius and his contribution to advancing the boundaries of art, science, design, and technology.

In conclusion, Takahiro Eto's design for Better Bodies Hi is a shining example of how innovative design can transform a brand's identity and enhance the user's experience. It serves as an inspiration for designers and brands alike, proving that with creativity and a user-centric approach, typography can be more than just words – it can be an integral part of the brand's story.