Better Bodies Hi Brand Identity

Takahiro Eto's Better Bodies Hi Brand Identity represents a distinguished achievement in environmental graphic design that elevates the discipline of spatial branding to architectural significance. This installation participates in the rich tradition of monumental typography that emerged from twentieth-century modernist movements, particularly the Swiss International Style's emphasis on systematic clarity and the bold environmental applications pioneered by practitioners who recognized that letterforms could structure spatial experience as powerfully as walls and columns. The designer demonstrates exceptional command of scale relationships, deploying typography at dimensions that transform informational signage into immersive environmental experience—visitors do not merely read the space but inhabit it through the very act of perceiving and mentally reconstructing fragmentary letterforms distributed across successive vertical planes. The chromatic decision to restrict the palette to pure white against absolute black achieves maximum visual impact while maintaining the functional clarity essential to wayfinding; this restraint speaks to a sophisticated understanding that powerful design often emerges from disciplined limitation rather than elaborate complexity. Technical execution reveals meticulous attention to edge precision, material selection, and the calibration of viewing distances that ensure legibility from multiple spatial positions while preserving graphic drama. The thematic content celebrates physical culture and the dedicated spaces where individuals pursue bodily excellence, transforming a utilitarian environment into a branded experience that reinforces identity through every visual encounter. The work invites contemplation of how contemporary design practice navigates the intersection of communication, architecture, and experiential branding—how might environments increasingly function as three-dimensional extensions of visual identity systems, and what responsibilities accompany the power to shape how people move through and perceive the spaces they inhabit?

Better Bodies Hi is a workout studio. They needed to create an environment where users after office work could gradually prepare their body and mind towards exercise. Therefore, they designed a typeface that transforms in three stages. As users move from the reception to the workout area, the typeface of the sign gradually changes to a thicker and larger. The typeface gradually guides and encourages the user to work out. They used this typeface in logo, website, and products, to create a brand identity.