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Our motherbrand
Hada Labo (lit. Skin Lab) is a brand of skincare products that utilizes Super Hyaluronic Acid to increase the skin’s moisture retention. It is the result of more than 100 years of joint research and development effort between The Mentholatum Co. and Rohto Pharmaceuticals Co.
 
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Hito Labo 
(lit. People Lab)
人 研
What we do 
Hito Labo is Hada Labo’s factory outlet. Hito Labo sells Hada Labo products that are near expiry date at a cheaper rate. Customers are required to buy the products in bulk. 
 
Our name 
Hito Labo literally means People Lab in Japanese. The name helps the brand to appear more approachable and people-oriented. 
 
Our logo 
The layer on the outside protects the smaller cyan droplet on the inside. This represents the product’s moisture retention abilities. Hito Labo products will protect the customers’ skin from suffering dryness. It will help customers regain the perfect and natural skin they had as newborns. 


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Color palette
Hito Labo’s blue is the is the most iconic and memorable color across our materials. It’s the color that best represents our brand and our product’s main benefit: its moisturizing abilities. 
 
The white, on the other hand, signifies its scientific origins and how its products are color, fragrance and additives free.


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Typography
Gotham Rounded was chosen due to its friendly, approachable and clean look.


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Graphic element: Rounded box
The curve of the box is derived from the curve of the water droplet in the logo. The curve has a friendly and open connotation and should be used throughout all applications, whenever possible.


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Graphic element: Water
The texture gives off a gentle and soothing effect, much like how the Hito Labo products interact with your skin. The texture, looking like flowing water, also hints at the product’s moisturising properties.


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Applications
Business cards: Variant 1 and 2
 
 
 
 
Stationery: Envelope
 
 
 
 
Stationery: Letterhead
 
 
 
 
Promotional items: Shopping bag
 
 
 
 
Promotional items: Cap and pouch
 
 
 
Advertising: Catalogue
Uniform
 
 
 
Identity Manual
 
 
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Thank you for viewing! (:
有難うございます。
Hito Labo
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Hito Labo

The brief was to conceptualize and establish a logo and its corresponding identity system for a factory outlet.
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