AW23 logo design for LOTO's brand CAPELIN™

CAPELIN™ is a wholly owned brand of Hebei LOTO Garment Co. Ltd. What is worth mentioning is that, in the course of several years of operation, CAPELIN still maintains a full 5-star rating for description, service and logistics (here refers to the comprehensive rating given by Alibaba platform to the store based on the evaluation of purchased customers), which is actually very rare in Alibaba platform, and this is mainly due to LOTO's years of deep plowing in the field of waterproof outdoor jackets with film. This is actually very rare in Alibaba platform, and this is mainly due to LOTO's mature production line and product quality management mode.

Figure 1: CAPELIN online store reputation & customer's evaluation

In the past six months, CAPELIN™ brand has shelved a number of new fashion snowboarding products, many of which are now sold out or out of stock, and we are arranging for the factory to step up replenishment. At the same time, the AW23 design and production arrangements are in full swing. In this season's product development, in fact, one thing is very different from the previous season's product development, that is, we decided to make a new upgrade to the existing visual LOGO design.

Figure 2 Existing CAPELIN visual design

Figure 3: Embroidery pattern created with last season's visual design

In fact, last quarter's CAPELIN visual is based on the interpretation of CAPELIN for more accurate communication, while the corresponding text font design part of the street art processing results, capelin original meaning refers to a small fish living in the Atlantic Ocean, the two crossed small fish LOGO, is to express our hope that the newborn fashion brand incubated by LOTO. The two crossed fish logos express our vision that the new fashion brand incubated by LOTO would be like this small fish and be recognized as street fashionable in the turbulent ski market, and we and our clients have always loved this visual design. But as CAPELIN grew, we needed a new, more subdued and unified visual design to carry our increasingly diverse product line.

In fact, over the past 10 years, brands from all walks of life around the world have been adapting to the current wave of digitalization. The old Italian soccer team Juventus, the technology giant Microsoft, the famous beverage brand Pepsi, to name a few, have all made drastic changes to their visual design.