Saikou Apparel

Full rebrand of East Asian inspired streetwear and skatewear company, Saikou Apparel.

最高 (さいこう) - Saikou
Japanese for best, the greatest or finest

Saikou Apparel approached me to work with them on a rebrand that would elevate their growing brand. Starting as a line of merch with its origins in video gaming, over the span of two years the business had successfully developed into a full clothing line. The brand draws inspiration from East Asian fashion, giving a taste of an East Asian/Japanese fashion experience. With a target audience extending from gamers, to anime and Japanese culture fans, and more - Saikou Apparel already had a loyal following that the rebrand needed to speak to. However they also aimed to widen the Saikou community as part of this project.

Starting with competitor research and analysis, I explored Saikou’s competitors - direct, connected and also mainstream/global aspirational brands. Compiling my research into a reference document, I was able to get an overview of competitors strengths, weaknesses and overall brand aesthetic, and assess what could be done to make Saikou Apparel stand out from the crowd.

Important values for Saikou was accessibility and inclusivity throughout their brand and product, so these (amongst other brand values) were also closely considered whilst developing the logo design and wider branding.

A total of 4 logo designs and 2 wider branding concepts were presented as part of this project, with the final design and brand the outcome of productive and constructive feedback and collaboration; the Saikou team were a dream to work with on this project.

Bold typography and bright colours support Saikou’s friendly and approachable tone of voice, with various textures and grunge elements included to give the brand its streetwear edge.

The final result is a brand that not only meets the desired objectives, but embodies the brand values to allow Saikou Apparel to appeal to its core community and beyond.

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