Raiju Sportswear
Raiju is a sportswear brand that has Japanese influence. Their name comes from the mythological creature associated with lightning and thunder.
The idea
Raiju wanted a tight wordmark logo that was blocky in nature but also geometric. The typeface chosen has a lot of contrast with sharp straight lines paired with smooth curves on the rounded characters. Visually the centre of the wordmark appears as a solid block with the outer characters providing a rounded finish.
The dots above the I and J, and the accent above the U, form the brands secondary logo which I named the dot-dash. The dot-dash will provide the brand with longevity and may serve as the primary logo once the name Raiju becomes a recognised name.
The tone
Raiju’s brand messaging is motivational with a can-do attitude. It aims to create an emotional response with the audience to empower them to achieve greater things. This poster is an example of the visuals and messages.
It features a spacious lower section allowing the logo to breathe, and an upper section with imagery and messaging. The upper section contains a motivational Haiku, taking from the brand’s Japanese inspiration. The red text emphasises key phrases that can be read independently. The image of a runner aligns with the brand’s active theme. The shoe positioned between the sections creates a three dimensional effect helping it stand out in the design. The red accents lead the eye from the text, to the shoe, and down to the logo.
Packaging
The packaging design for Raiju emphasises the brand’s marks, adopting a minimalist aesthetic to draw attention directly to these elements. The dot-dash mark is featured on the longer sides of the box, while the shorter sides shows a repeating pattern of the mark. A single mark in the primary colour stands out within this pattern which references the primary logo and sparks visual interest.
Inside the packaging incorporates tissue paper with the repeating pattern in the brand’s primary colour and white. This burst of colour upon opening the box is designed to excite the customer and create an emotional connection.
