“Shut up! You are not fat, you are beautiful!”. Metanoia is a clothing brand that filling the gap of luxury fashion for plus-size people in Vietnam. We believe plus-size clothes is not just bigger size but should make us feel as remarkable as we are.

The name Metanoia means “a transformative change of heart” as they support change themselves. Every customer who comes back with a loss of weight can get a 10–30% discount.

Client: Metanoia©
Brand Identity
Hanoi, Vietnam

Our brand story starts with a thing that differentiates us. The M icon is inspired by the graphic of tape measure – the symbol of size and measurement. The thing that makes plus-size people feeling obsessed. We want people not to be scared but should wear it with pride. It should feel natural and joyful.

We developed an identity that can stand for itself. To clarify the name, even more, we design a sticker that explains the meaning of Metanoia with a lovely and happy smile. Now our audience can understand the meaning without guessing. For the color palette, we use the yellow from the tape. It also brings a positive and happy vibe.

We create a new system of sizing that replaces the standard sizing. Instead of S, M, L, XXL, we use the M as our unit: M, 2M, 3M, 4M. We want to get rid of the bad feeling of the sizing and make you try anything that fits. “At the end of the day, we are all trying to feel comfortable in any type of size – plus size or not.” – Quote from Tess Munster – an American plus-size model, blogger, and make-up artist based in Los Angeles.

This project got featured on World Brand Design Society.