Regular Practice restyles Sojo, the app for modern-day alterations and repairs

Sojo was first conceived as the “Deliveroo of clothing alterations”; a door-to-door clothing alterations and repairs service. Since launching as a start-up, the app has received widespread interest, tapping into a real market need in the industry. But its positioning, while “easy enough to understand”, says Regular Practice, needed to be pushed further. So the London-based studio worked with story-first strategy agency Sonder & Tell to re-position Sojo to stand in antithesis to the trend cycle, a brand making constant change so that clothing can last. Its new identity features a bespoke generative tool, showcasing the hypnotic process of stitching.

Sonder & Tell worked on the brand positioning and story first, landing on Sojo as “an agent of change, taking a stand against bad fits and broken things”, says Regular Practice. The studio then developed the design direction.

Like any delivery start-up, Sojo had to appear branded when it arrived at people’s doorsteps, but Regular Practice points out “as a tailoring service, the identity also needs to chime with whatever brand or product may be inside”. The new identity is open enough to flex between clothing styles, but features a wordmark that you can easily imagine building up recognisability over time. It’s a thin, symmetrical sans serif, that sits well between the realms of fashion, editorial and app design.

A patterned stitching motif pops up throughout. Regular Practice uses this aspect to nod to the act of tailoring – where each alteration adds a new layer to the piece. “That informed the framing device, with short ‘stitch’ lines laid over images,” the studio states.

There’s also a new generative tool which allows Sojo to create its own assets into the future. This tool is also built around stitch lines and a 18x18 grid-like pattern which responds to cursor movements. Sojo will be able to alter gradients, line thickness and add images through this feature. “It’s a tool that’s empowered the client to take change into their own hands, while ensuring a consistent brand identity as it’s rolled out onto the website, billboards, courier bikes, boxes and beyond.”