Naoto
Naoto is a voluntary association created with the aim of supporting the Regina Margherita children’s hospital in Turin, Italy. Raised funds are donated to the Pediatric Orthopedics and Traumatology Department.
The founders’ desire has always been to present a playful and funny image, which could attract donors, but above all make the hospital patients feel at ease. For this reason the name takes inspiration from Naoto Date (伊達 直人), the original name of Tiger Mask, the manga hero who won wrestling matches to donate the proceeds to children. And let’s face it, children love tigers!
The brand identity designed by Kalla is bold and playful thanks to the F37 Kookie Black font by F37. The Japanese glyphs are custom. Some small text (such as the email on the business card) uses Poppins.
Type is alternated with instinctive and raw traits like those that children draw on paper. Just like the illustrations created by Kalla, they are nothing more than recolorings of the little patients’ drawings.
