Sojo was first conceived as the “Deliveroo of clothing alterations”; a door-to-door clothing alterations and repairs service. Since launching as a start-up, the app has received widespread interest, tapping into a real market need in the industry. But its positioning, while “easy enough to understand”, says Regular Practice, needed to be pushed further. So the London-based studio worked with story-first strategy agency Sonder & Tell to re-position Sojo to stand in antithesis to the trend cycle, a brand making constant change so that clothing can last. Its new identity features a bespoke generative tool, showcasing the hypnotic process of stitching.
Sonder & Tell worked on the brand positioning and story first, landing on Sojo as “an agent of change, taking a stand against bad fits and broken things”, says Regular Practice. The studio then developed the design direction.
Like any delivery start-up, Sojo had to appear branded when it arrived at people’s doorsteps, but Regular Practice points out “as a tailoring service, the identity also needs to chime with whatever brand or product may be inside”. The new identity is open enough to flex between clothing styles, but features a wordmark that you can easily imagine building up recognisability over time. It’s a thin, symmetrical sans serif, that sits well between the realms of fashion, editorial and app design.
A patterned stitching motif pops up throughout. Regular Practice uses this aspect to nod to the act of tailoring – where each alteration adds a new layer to the piece. “That informed the framing device, with short ‘stitch’ lines laid over images,” the studio states.
There’s also a new generative tool which allows Sojo to create its own assets into the future. This tool is also built around stitch lines and a 18x18 grid-like pattern which responds to cursor movements. Sojo will be able to alter gradients, line thickness and add images through this feature. “It’s a tool that’s empowered the client to take change into their own hands, while ensuring a consistent brand identity as it’s rolled out onto the website, billboards, courier bikes, boxes and beyond.”
GalleryRegular Practice: Sojo (Copyright © Regular Practice, 2023)
Regular Practice: Sojo (Copyright © Regular Practice, 2023)
About the Author
Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.