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Case Study© 2019

masculinity embracing paternity

AndrosophyJapan© 2019

Androsophy

Androsophy is a Japanese baby sling brand blending ergonomic design, familial bonds, and cool, masculine aesthetics. The brand believes in evolving traditional gender roles by forging bonds within families.

Androsophy's vision for its brand and products is to focus on strengthening the relationship between babies and fathers with a carrier crafted for men. To accomplish this transformation of the family dynamic, the brand needed a name, strategy and identity that would balance style, masculinity and paternity. BaseCreate's task was to create a brand that would be appropriate and appealing to "cool" fathers – combining the role model of a father and a sophisticated man's style.

We made a brand strategy and name anchored to "the thought and wisdom of man", reflecting it through the brand name and the brand identity – blending it into the colour scheme, typeface, iconography, and all other brand activation.

the thought and wisdom of man

Brand Strategy

Androsophy was born with the idea of using the knowledge and views of men to raise children without giving up fashion – supporting fathers growing with their children through products they want to pick up, use and show off. To crystallise this vision, we helped create a unifying and insight-rich concept around the idea of "the thought and wisdom of man," guiding a brand providing a range of products for fathers and their families.

The brand name is derived from "Andro-", the root word meaning male, and "sophy", the suffix meaning thought or wisdom.

Together, the meaning of Androsophy is clear – this is a brand that understands men's thoughts and needs and offers products that men want, because it caters to function and style.

Based on shaping happier families through empowered fathers, we created a sophisticated brand identity system that caters to the modern man's style and function and understands every father's needs.

Combining human-centred design elements and a straightforward, uplifting voice that speaks to customers on their terms.

expressing the bond between father and child

The logo creation process centred on the core value of Androsophy: the strong bond between father and child, the result of child-rearing by an empowered man and family.

Soft curved shapes are configured to replicate a lowercase "a" and imitate the form of a baby in a carrier held protectively by a father. A bold, sans-serif wordmark creates a powerful and contemporary impression, creating a modern logo suited for a child brand and representative of the brand strategy and naming.

Bringing the value proposition to life, we designed an identity that balances the softness expected from a brand for children and families, with the unique sophistication delivered to "cool" fathers. From the typography to the colour scheme, we balanced this dichotomy with strategic and aesthetic clarity.

The typography needed to work hard across all applications, and was selected with approachability and digital applications in mind.

We wove the same compelling story through visuals and content across various touchpoints, activating a unified front and solid foundation for brand building.

Expressing the proposition "the thought and wisdom of man" included creating marketing materials, packaging design and brand guidelines that convey the simplicity and clarity across language barriers.

Thanks
Super grateful to Asaki for giving us the opportunity to work on this project.