Hoderi, an early 2000’s tech start-up was named for the Japanese god of the bounty of the sea. I was influenced by the importance role of a fishing hook in the folklore. But wanted something simple and typographic that didn’t scream ‘bate shop’. In the final composition the letters have hook-like barbs but taken together they represent the flow of a fave through the name. This provided a good metaphors for the company’s brand promise of ’smooth delivery’.