Expanding upon the ASICS seminal logo, the new brand identity for ASICS Tiger acts as a link between the label’s heritage and contemporary culture.

The brand system is inspired by overlapping wild postings on the streets, and is applied through the use of bold brand photography, layered over large-scale type. I worked with Kontrapunkt to develop a new typeface that merges the geometry of the ASICS logo, with updated typographical components.

We considered how the ASICS Tiger brand comes to life in retail environments, and designed key brand elements for the launch concept store in Osaka. These feature elements have formed the core retail package, as ASICS Tiger continues to roll out across stores globally.

This new identity gives a new life to the brand’s most iconic visual assets, and asserts ASICS Tiger as the leader in sports lifestyle.

Expanding upon the ASICS seminal logo, the new brand identity for ASICS Tiger acts as a link between the label’s heritage and contemporary culture.

The brand system is inspired by overlapping wild postings on the streets, and is applied through the use of bold brand photography, layered over large-scale type. I worked with Kontrapunkt to develop a new typeface that merges the geometry of the ASICS logo, with updated typographical components.

We considered how the ASICS Tiger brand comes to life in retail environments, and designed key brand elements for the launch concept store in Osaka. These feature elements have formed the core retail package, as ASICS Tiger continues to roll out across stores globally.

This new identity gives a new life to the brand’s most iconic visual assets, and asserts ASICS Tiger as the leader in sports lifestyle.