Work / Amphico

Leading the outdoor industry towards a circular future

strategy / Brand Strategy

design / Brand Identity, Sales & Pitch Deck

digital / Website Design, Website Development

The outdoor industry has a recycling problem. The products that enable us to endure harsh weather conditions are often the same ones putting toxic chemicals into our waterways and landfills; unrecyclable and unacceptable. Working at the intersection of science, engineering and design, Amphico is paving the way for a radically simple solution.

Concept

The Lotus Leaf

The design system we developed was rooted in science, and reflected in nature—namely the lotus leaf. The leaf’s naturally water-repellent properties were the original inspiration behind Amphico’s material, and became the foundation for our system of fluid lines and textures too.

These lines not only mimicked the shape of the leaves, but also of water and topography—undulating mountain ranges on maps which reflect Amphico’s outdoor credentials and ambitions. Zimula by La Bolde Vita Foundry was chosen as the primary typeface due to its soft-edge, ‘watery’ inktraps and circular letterforms.

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"It has been a great pleasure to work with the How&How team on our brand strategy and new brand identity. We've been impressed time and time again by the quality of their graphic deliverables, communication and professionalism; but also by the way the team refined our story into a coherent and commercial, but also highly conceptual, brand and business strategy."

Jun Kamei

CEO, Amphibio

With huge thanks to Jun, Fergus, Deana and Isabella and the rest of the Amphibio team.

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