BMD worked with our longtime collaborators at ASICS to create UNOHA, a new sustainable-minded womenswear brand launching in Japan.
ASICS saw an opportunity to create a lifestyle-oriented brand that could leverage their strengths in activewear. UNOHA’s garments are designed to be everyday, yet elevated; easy, yet elegant. With this sense of versatility in mind, we positioned UNOHA to bring forward the notion of finding balance in a busy, fast-paced life.
The name UNOHA is inspired by the Japanese flower, unohana, which blooms in the springtime. BMD designed a logomark inspired by the flower’s elongated, bell-like shape and a unique emblem that acts as a shorthand. The color palette also nods to the brand’s cultural origins by drawing from a combination of natural and inorganic materials found in the Japanese day-to-day environment. The photography direction leverages this muted palette, with a focus on texture and architectural details.
Together with Colophon, we created a custom typeface. Its geometric and elegant proportions have an open character and convey a sense of hard and soft, reflecting the UNOHA woman’s strength and grace.
The UNOHA material palette makes use of craft and unbleached substrates to complement the brand’s use of recycled leather and plastic, along with other sustainably-sourced materials.