The Akita (秋田犬) is a breed of dog originating from the mountainous regions of Japan. The akita is powerful, independent and dominant. We utilized these personality traits of the breed as well as Japanese Kanji, strong and aggressive letterforms and the industrial design of their first knife in order to establish a basis for the brand.
Working within these established guidelines we were able to create a working model to explore. Many of the explorations you see were a result of many discussions with Akita and our own internal workshops.
Delivery & Results
It was extremely important for the wordmark to be highly memorable and take on a personality of the Akita. It also needed to be easy applied to the knife blade while at the same time work on a bag, patch or piece of clothing. A complete modular and unique design system can be applied to a range of products, services and future markets outside of tactical equipment.
The end result is a highly unique brand system that not only is strong and iconic but a whole brand experience that has a lot of character.