Futura studio develop a sophisticated brand identity for Hikeshi, a high quality clothing line that belongs to the Japanese fashion brand, Resquad. The general concept was inspired on the firefighters of the XVII century, during the “Edo” Period (now Tokyo). They were considered as high ranked as samurais. The project started with the creation of a series of character illustrations using technics, which are deeply rooted in Japanese art of this era. To create a deliberate contrast to the traditional illustrations, Futura’s design team used a minimalist typography and a reduced color scheme. This winning combination turns Hikeshi into a timeless fashion brand.

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