Straydog is excited to announce that we are a Silver Award Winner in the Graphis Branding 7 Competition for the SOJI Brand.

Graphis is an international bastion of excellence in design and visual imagery and they are committed to presenting and promoting the work of exceptional talent in Design, Advertising, Photography and Art/Illustration. As a award winner in the Branding Design category for 2018, Straydog’s design of the SOJI brand was recognized as a Silver Award, chosen among thousands of entries.

At Straydog, we work tirelessly to develop and design world class brands, packaging, websites and corporate collateral, and although we don’t do this for the recognition, it sure is nice to receive it.

About the project

Soji is a geek chic boutique with an online store in beautiful Vancouver, British Columbia. As purveyors of designer toys, collectables, unique gifts, apparel and home & office products, Ariel was looking for a fun and unique brand identity and logo that would stand out from the crowds and represent her passion for playful, collectable and designer toys and clothing.


To create the SOJI identity we looked to Asian pop culture for inspiration, drawing on its sense of playfulness and whimsy. The result is a congenial, bubbly brand design that aptly reflects the collectibles market segment.

The SOJI wordmark itself is intentionally minimal. While its primary form is simple black-and-white, it can also act as a container for colours, textures and backgrounds, extending the visual language of the brand.

Part of the brand language is the Soji “glyph”, a stylized octopus seal that functions as an unofficial mascot. The glyph is used as a visual device to add depth and personality to various brand applications.

Rob-Barnett-Straydog-Branding-Vancouver-Managing-Director-Brand-StrategistArticle by Rob Barnett
President, Brand Strategist at Straydog