If there is one thing that the studio Monopo London understands, it’s that “creating an identity that intersects functionality and craft is always a challenge”. But, for the Japanese sports brand Yonex, the studio rose to the challenge, executing a visual identity and campaign for the release of its new Arcsaber 11 racquet with style.
Taking direct inspiration from the racquet itself, the studio developed various abstract graphic shapes, to convey “the shuttle-hold technology and the distinctive feel of hitting a shuttle with an Arcsaber racquet”. Approaching the brief innovatively, Monopo used the lines of the racquet as a grid, where each intersection becomes a circular anchor point; “the string bed became a canvas upon which we built the identity and launch campaign”. Keeping a consistent red, black and grey tricolour theme and sharp edge to typography, the various design elements materialised into a sharp, sophisticated and futuristic identity.