UK – Creating a brand identity for a visionary outdoor company working across the fields of science, engineering, design and sustainability is no mean feat, but Lisbon-based How&How’s identity for Amphico highlights multiple visions around a singular mono-material.
Amphico, founded by Jun Kamei, is built around Amphitex, a recyclable waterproof material which, unlike materials such as Gore-Tex, is not made of layers of different plastics and chemical coatings. The How&How team felt that the current outdoor industry was filled with multiple products that were becoming harder and harder to recycle. Both Amphitex, as well as an amphibious gill for humans and other future products in the pipeline from Amphico. are all made of the same polymer mono-material – leading the way for even the most complex of products such as an outdoor jacket, being made of one material.
‘It’s never been more difficult to enjoy the outdoors without polluting it. Working at the intersection of science, engineering and design, Amphico is paving the way to make everything from one thing,’ says the brand. This is reflected in How&How’s tagline: Everything One Thing.
Amphitex by Amphico was chosen as one of four winners of the Terra Carta Design Lab in the UK by HRH The Prince of Wales and Sir Jony Ive as part of the Sustainable Markets Initiative and in collaboration with the Royal College of Art.
It has never been more difficult to enjoy the outdoors without polluting it. Innovations in materials in this sector – as well as those businesses such as Patagonia that are making nature a stakeholder in their business – are pushing it towards a more circular future