Blue in Green Soho
Brand Identity
E-commerce
IT consultation
System management
Located in Soho, New York, Blue in Green built its fanbase from the local denim lovers, and today, they have become the famous destination for fashion enthusiasts from all over the world. Since its opening in 2006, they have introduced wide selection of Japanese and American premium denims, as well as uniquely selected clothing brands with superior craftsmanship.
Yoshioka Design was proud to take a part on updating their brand identity as well as building their e-commerce platform.
With in-depth consultation and analysis, we have overhauled their legacy system which got complicated over the years with external services and applications. The result was successful simplification of back-end system which provided the business not just an efficient work-flow but also eliminated unnecessary running cost significantly.
Visit Blue in Green website
Music is the imprtant part of Blue in Green from the start. In fact, they named “Blue in Green” after the track in the Miles Davis album “Kind of Blue”. The store owner Yuji Fukushima is huge Jazz lover and one of top Hi-Fi audio enthusiast in New York who is responsible for integrating all the vintage hi-fi equipments in the store to welcome the customers.
I was blown away when he told me how Blue in Green was such a perfect name for the store because not just the track itself has been his favorite, but how “blue” represents the “denim” and green represents the “Greene Street” where the store is located on.
We wanted the logo to reflect the Jazz influence that is rooted wihin the culture of Blue In Green by taking the visual inspiration from the famous typography style used on classic Blue Note vinyl covers designed by graphic designer Reid Miles. While highly condensed typeface could get challenging in the small size and legibility, the logo is carefully tuned to perform in the various settings while not sacrificing the flavor. The square proportioned logo is also made with modern use-case in mind, such as when displayed as the icon or viewed in small size on the phone screen. Such details are the important part of the identity system for Blue in Green to further expand into growing online business needs.
