Hewwi is dedicated to helping professionals live healthier, wealthier, and wiser lives through coaching, tools, and frameworks. The main target audience is burned-out tech workers and professionals experiencing stress in their careers, as well as those who want to live more mindfully and navigate through a complex world.

The project aims to develop a cohesive brand identity that aligns with the client's vision and market positioning. Create visual elements and guidelines to ensure consistent brand representation across all mediums. Additionally, we created the branding for its products: Hewwi Journal, website, merch and Hewwi App.

Choosing the right font for a logo is essential, as it defines the brand's personality, making it appear friendly and playful while also reflecting the value that the Hewwi brand can provide.

I brainstormed logo concepts by incorporating insights from the brand strategy I created beforehand, including target audience analysis, competitor research, and the brand's core values.

However, my creative direction is also influenced by experiences in the offline world. For example, I encountered a whimsical balloon dog in a shop in Bangkok, which inspired the primary logo. This balloon dog symbolizes the playful aspect of the brand, as well as tools that can help tech professionals relieve the stress of everyday life. This experience motivated me to design the letter "h" in a more engaging and playful way.

The primary logo is a word mark, the curved "h" in Hewwi's logo is a powerful representation of the brand's core mission, symbolizing both growth and connection. The design of the letter reflects the idea of progress and development, suggesting that Hewwi is committed to helping individuals and communities flourish.

The Logo Mark is designed for social media profile logo and website icon (favicon) use. The fluid curve symbolizes the importance of relationships and connections, emphasizing Hewwi's commitment to fostering a sense of community among its users.

The Hewwi icon, inspired by the relaxing slinky toy, symbolizes focus, unity, and balance through its vibrant and dynamic design. It serves as the main symbol of the Hewwi brand.

A full logo suite—including the primary, secondary, submark, and logo mark—ensures brand flexibility and consistency across all platforms. Each version serves different needs, from prominent displays to small spaces, maintaining a cohesive and recognizable brand identity everywhere.

The secondary colour palette serves as the additional colours and the filling style for the illustration

The pattern enhances product packaging, merch and online branding, helping Hewwi products and services stand out and creating a memorable experience.

I usually work fully remotely, but this time, the brand owner was in the exact location as me, so we had an in-person meeting, which was very exciting.

I tend to take care of the design assets afterwards for other projects with the same brand. I have completed two other projects with Hewwi—check them out below.

➡️ Hewwi Journal Design on Contra

➡️ Hewwi Brand Teaser on Behance

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