Better Bodies Hi Brand Identity

Takahiro Eto's environmental typography installation encodes a rich vocabulary of meanings through its strategic deployment of chromatic, spatial, and typographic elements that collectively construct an experiential narrative celebrating physical transformation and disciplined aspiration. The fundamental chromatic opposition of pure white against absolute black carries profound archetypal resonance across cultures—light against darkness, presence against void, the defined against the undefined—establishing a visual metaphor for the clarity of purpose that characterizes dedicated athletic practice. The monumental scale of the letterforms transforms functional communication into ceremonial proclamation, suggesting that the activities occurring within this space possess significance worthy of architectural commemoration, elevating routine exercise to ritual practice. The fragmentary distribution of letters across sequential panels invites active reconstruction by the viewer, creating a participatory reading experience that mirrors the incremental nature of physical training itself—meaning emerges through sustained engagement rather than passive reception. The vertical orientation of the panels evokes classical architectural elements, columns that have historically signified strength, support, and enduring structure, while their rhythmic spacing creates a processional sequence suggestive of temples or gymnasia of antiquity where physical culture intersected with philosophical and spiritual development. The reflective floor introduces a doubling motif that may symbolize the relationship between effort and result, aspiration and achievement, the self one is and the self one seeks to become through dedicated practice. The exposed industrial ceiling maintains honesty about function while the refined graphic intervention demonstrates how intentional design transforms raw utility into meaningful experience—a metaphor perhaps for the training process itself, where raw physical capacity becomes refined capability through systematic effort and expert guidance.

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.