Budopunkt (Budoplace in English) is one of the largest competitive sports, fitness, physiotherapy, and training hall equipment retailers of Estonia. The customer wanted the visuals of the brand to be more of a reflection of the cultural content of Budo and the vision of its creator.

The Japanese word “budo” is often translated as martial arts or warpath, but there are other meanings too. The hieroglyph representing the first syllable “bu” consists of two parts, the first of which means either a weapon or violence and the second word means stop. “Do”, however, means either a path, a goal or a way of life. So, it is not a warpath, but a path of peace; not violence, but ending it.

The circle motif already used in the logo symbolises inner peace and becoming whole. It gained more importance by becoming the central element for every communication channel. The messages are read vertically to emphasise the origin of the way of thinking. To keep the brand visually fresh in the long term, we art directed and took 100 photos of yoga and martial arts poses for Budopunkt to use.

The result is a brand identity that is closer to its “budo” roots and yet, has a modern feel to it. The new visuals gained a lot of positive feedback from Budopunkt customers.

At the 2017 Estonian Design Awards, the new look of Budopunkt was given a bronze award for Rebranding.