Amphico 

+ Visual Identity
+ Digital Toolkit
+ Iconography
+ Brand System

Studio: How&How
Role: Creative Director

Everything one thing
The outdoor industry has a recycling problem. The products that enable us to endure harsh weather conditions are often the same ones putting toxic chemicals into our waterways and landfills; unrecyclable and unacceptable. Working at the intersection of science, engineering and design, Amphico is paving the way for a radically simple solution.

Amphico founder Jun Kamei was developing an amphibious gill for humans when he discovered something that would change the course of his company: a material with the potential to disrupt the outdoor industry. Unlike most waterproof materials like Gore-Tex which are made of layers of different plastics and chemical coatings, this new innovation, now known as Amphitex, is a mono-material that can be given a second life. 

The vision we ultimately embraced emerged from a contradiction we noticed in the category: that the more materials and material combinations used by outdoor apparel and equipment brands, the more difficult they made their products to recycle. With the rare exception of biodegradable materials, they were harming the environment they so cherish. Looking inward, Amphico was doing the opposite. Amphitex, the gill and everything that would come next would be made of the same innovative mono-material, enabling a future where every component of even the most complex jacket could be made of one thing. 

This vision inspired the brand idea, Everything One Thing. At Amphico, there would be no fabric-of-the-month or juggling materials: just one versatile, same-source polymer for every innovation; ultimately leading the outdoor industry towards a circular future.

The design system developed is rooted in science, and reflected in nature—namely the lotus leaf. The leaf’s naturally water-repellent properties were the original inspiration behind Amphico’s material, and became the foundation for our system of fluid lines and textures too.

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