SHOTO

We developed the brand identity for SHOTO, a special event created for a Japanese clothing retailer in Amsterdam. The goal was to build a visual world that felt bold, minimal, and unmistakably connected to Japanese culture. The client wanted something clean and iconic that would stand out in an event setting while staying true to the aesthetic of classic Japanese design.

The identity centers on a strong wordmark supported by a single red circle, echoing the calm clarity of the Japanese flag. Black and white form the foundation of the palette, giving the brand a sharp and controlled presence. The wave illustration adds cultural depth without overwhelming the simplicity of the logo, referencing traditional art through fine linework and quiet movement.

The Japanese characters beneath the name reinforce the atmosphere and help anchor the brand in its cultural inspiration. Together, these elements create an identity that feels direct, modern, and respectful of its roots.

The final brand carries a confident, striking character that fits good within a contemporary Japanese fashion experience.