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Sairiyō

Brand Identity 2023Briefed by Pentagram


Sairiyō is a brief set by Pentagram with Ravensbourne University London. Designed the logo for Sairiyō, a sustainable clothing brand, inspired by the intricate art of Kumihimo braiding and the interconnected strength of a spiderweb.











One-of-a-kind clothing for individuals who take pride in tradition, culture, and a like-minded community



Just as Kumihimo weaves individual strands into something strong and unified, Sairiyō interlaces sustainability, tradition, and modern expression into every piece.














The logo draws inspiration from the traditional rhythmic, interwoven technique of Kumihimo braiding, and the organic, interconnected structure of a spiderweb, symbolising the brand’s deep roots to the tradition and how it interweaves the tight-knit community.

 
The logo’s circular yet rigid form conveys resilience and unity, capturing Sairiyō’s strength and commitment.









Clothing label with the interwoven behaviour
Interwoven from the thread to the logo to the info card



Layout for the posters are simple, with the soft overlay of the logo on top, the focus item will always be in the centre, branching outwards. Word mark will be used as a pair on top and bottom, showing two states (i.e. heritage & innovation, etc.) co-existing in this brand


A business card that can be also used as a Kumihimo braiding template. This unique polygon shape helps connects to the tradition roots
Connecting to the traditional roots in Sairiyō’s way. Providing emotional connection with the customisable clothing label and cards

Interior Ceiling with reference to Kumihimo Braiding. Use of polygons and circular shapes throughout the store
Use of polygons and circular shapes throughout the store