Brand Identity For Lamoda’s Technological Sportswear Brand Sonu
The typeface “moves” like a body: CoFo Weather bends to SONU’s rhythm.
Shuka developed the brand identity for SONU, a sportswear line by Lamoda that emphasizes comfort, movement, and bodily awareness. The visual language captures the fluidity of motion through minimalist and sensual design elements, refined technological details, and a dynamic typographic system inspired by sound waves.
Insights- The core strategy flips typical sports branding: SONU “frees sport from competitive logic and rigid standards,” reframing sport as a personal process tied to comfort, movement, and bodily awareness—so the identity has to communicate rhythm and sensation, not performance metrics.
- Shuka built a minimalist, sensual visual language that’s described as “almost invisible,” but still attention-grabbing through impressionistic photography and refined technological detailing—balancing softness (body, pleasure, fluidity) with tech (precision, engineered comfort).
- A unifying metaphor—movement as a powerful sound wave—runs through SONU’s name, logo design, and photographic style, creating a single conceptual spine that connects brand mark, imagery, and motion principles.
- Typography is treated like motion design: the system centers on CoFo Weather, chosen for its strong character and its ability to “stretch, lean, and adapt to rhythm,” turning type into a proxy for the shifting body.
- The work was developed with a large cross-functional team across Lamoda (including Yuriy Sozonov, Vladimir Bolshakov, Vladimir Yumagulov, Vladimir Koshevoy, and Nikolay Muzalevskiy) and Shuka, led by creative director Dasha Zudina, with dedicated roles spanning strategy, design, content, and motion—supporting a brand that needs to feel cohesive across stills, icons, and kinetic applications.