Amphico founder Jun Kamei was developing an amphibious gill for humans when he discovered something that would change the course of his company: a material with the potential to disrupt the outdoor industry. Unlike most waterproof materials like Gore-Tex which are made of layers of different plastics and chemical coatings, this new innovation, now known as Amphitex, is a mono-material that can be given a second life. 

Deciding to keep Amphitex and the gill experiment under a single masterbrand with more products underway, there was a lot Amphico had permission to talk about: global warming, preservation, adventure, circularity, performance, forever chemicals, biomimicry—the list goes on. But for such a fast-changing company, we chose to anchor the brand in a vision; one that could help people quickly understand the company as it evolves while helping their team focus on realising a single future. 

The vision we ultimately embraced emerged from a contradiction we noticed in the category: that the more materials and material combinations used by outdoor apparel and equipment brands, the more difficult they made their products to recycle. With the rare exception of biodegradable materials, they were harming the environment they so cherish. Looking inward, Amphico was doing the opposite. Amphitex, the gill and everything that would come next would be made of the same innovative mono-material, enabling a future where every component of even the most complex jacket could be made of one thing. 

This vision inspired our brand idea, Everything One Thing. At Amphico, there would be no fabric-of-the-month or juggling materials: just one versatile, same-source polymer for every innovation; ultimately leading the outdoor industry towards a circular future.

We collaborated with the team on their brand, investor deck and website design and build.

Amphico is How&How’s first beneficiary of the GetSet initiative. In 2022, Amphico was chosen as a winner of the Terra Carta Design Lab, launched by HRH King Charles III and Sir Jony Ive.

As featured in:
It's Nice That
Design Week
Creative Boom
The Brand Identity
Brand New: Under Consideration
The Future Laboratory
Page Magazine
Brand Fetch Magazine

A new brand identity and website for a visionary company working at the intersection of science, sustainability, engineering and design.

Brand Identity, Website Design & Website Development for Amphico

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.

Leading the outdoor industry towards a circular future

Amphico

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We're a creative, branding and digital design agency based in London & Lisbon & LA. We create brands and websites for forward-thinking companies.

How&How | Digital Branding Design Agency in London, Lisbon & LA

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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. 

The Lotus Leaf

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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."

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Work / Amphico