The Haws is a California-bred loungewear brand. I created a cozy apparel brand with hints of nostalgia. Check out my to see the full design process from brief to final branding.

The Process

This brief was to create an apparel brand for 'The Haws' complete with a logo, swing tag design, and any extras.

Brand Keywords

Comfortable

Reliable

Nostalgic

Laid-Back

Down-to-earth

Simple

Timeless

After coming up with some keywords for the brand, here are the next steps I took to complete the brief. See below for a video detailing the steps I went through.

Step 1: Create a Pinterest board. I was going for vintage nostalgic and beachy so I searched for images that matched that aesthetic

Step 2: Create a color palette from images in the mood board

Step 3: Search for fonts

Step 4: Pick my favorites and play around with different types of treatments for the logo

Logo Design & Branding

I fine-tuned the logo a bit, drew a palm tree, roughened up the edges of the logotype adjusted the colors, and customized the type by rounding all of the edges.

Primary Logo

The logo has a hand-drawn look to match the casual, laid-back style of clothing and how the customers feel when they wear The Haws clothing and merchandise. I chose pastel colors to emphasize this feeling of comfort as well as the beach and the summertime. The palm tree is the brandmark and the pattern is seen in many elements of the branding.

Full Branding

Logo color variations as well as alternate logos, logo marks, and a brand pattern.

Clothing & Merchandise

Below is a swing tag design for clothing, and a mocked-up The Haws baseball cap, tote bag, t-shirt, sweatpants, and sweatshirt tag. The Haws clothing and merchandise are comfortable and timeless.