HEALTHCARE & WELLNESS

Logo, visual identity, and packing design for JIRO
2021

JIRO is a new line of personal care products for men in the Brazilian Jiu-Jitsu community. The brand will begin by launching a disinfecting spray, a disinfecting bar of soap to kill gems picked up while working out, and a healing salve.

The Brazilian Jiu-Jitsu community is highly egalitarian. Humility is an important value, as is mindfulness toward oneself and others. The brand will encourage its users to take care of themselves in order to take care of each other.

The typography and packaging combing the ideas and values of the community with a zen aesthetic. One core value is the idea that technique overcomes strength; one should have maximum efficiency with minimal effort. The community also believes that that “Great results can be achieved with small forces.” The idea that each action has an equal and opposite reaction and that one must simply redirect those forces is reflected in the grounded and balanced nature of the design.

The use of blue also references the globe in the center of the Brazilian flag.