DAYY by Hyperfocus: A Refined Evolution in Brand Identity

After more than a decade in business, the time had come to elevate the brand. Hyperfocus, an internationally renowned brand design studio, was approached to craft a new identity for DAYY — a transformation that would embody elegance, clarity, and purpose. Rooted in the Japanese concept of Shibui (渋い), which celebrates subtle, unobtrusive beauty, the project sought to distill the brand to its purest and most meaningful expression.

Hyperfocus embraced this minimalist philosophy to create a clean, sophisticated brand system. At the heart of the new identity lies a carefully orchestrated blend of motion and symbolism. A gradient concept, symbolizing the rhythm of a day from dawn to dusk, provides a continuous visual thread throughout the brand. This shifting palette not only sets the tone for the aesthetic but also subtly mirrors the studio’s work cycle and dedication to craft.

A defining feature of the DAYY brand is a bespoke line-based pictogram system — a minimal yet expressive set of illustrations that convey the studio’s services with clarity and precision. These icons, animated with refined motion details, bring depth and dynamism to the brand, enhancing user experience without overpowering it.

DAYY by Hyperfocus: A Refined Evolution in Brand Identity

After more than a decade in business, the time had come to elevate the brand. Hyperfocus, an internationally renowned brand design studio, was approached to craft a new identity for DAYY — a transformation that would embody elegance, clarity, and purpose. Rooted in the Japanese concept of Shibui (渋い), which celebrates subtle, unobtrusive beauty, the project sought to distill the brand to its purest and most meaningful expression.

Hyperfocus embraced this minimalist philosophy to create a clean, sophisticated brand system. At the heart of the new identity lies a carefully orchestrated blend of motion and symbolism. A gradient concept, symbolizing the rhythm of a day from dawn to dusk, provides a continuous visual thread throughout the brand. This shifting palette not only sets the tone for the aesthetic but also subtly mirrors the studio’s work cycle and dedication to craft.

A defining feature of the DAYY brand is a bespoke line-based pictogram system — a minimal yet expressive set of illustrations that convey the studio’s services with clarity and precision. These icons, animated with refined motion details, bring depth and dynamism to the brand, enhancing user experience without overpowering it.