Mindfully modern branding

South Hero Co - Metrolab
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South Hero

Branding / Stationery

The new identity for South Hero; men’s activewear store located in Los Angeles. During our discovery process, we identified some keywords for the brand as “authentic”, “strong” and “simple”. To achieve that feeling we went with humanist sans-serif – Freight Sans, which added some strong yet friendly qualities to logotype. Brand mark was inspired mostly by Chinese symbols which you can see on shipping containers.