HEMLABEL Visual Identity Design

HEMLABEL is a Turkish handmade leather goods brand founded by three friends who share a passion for craftsmanship and timeless design. I created the full visual identity, from logo system to color palette and typography, to reflect both the brand’s strength and refined simplicity.

The founders wanted a brand that felt premium and masculine but still approachable. The goal was to design an identity that could move seamlessly between functional gym accessories and elegant everyday products.

I started by exploring the balance between strength and craftsmanship. The initial moodboard drew inspiration from natural leather textures, minimal typography, and timeless color pairings.

The primary logotype features sharp, geometric details with extended letter spacing for a sophisticated look. The monogram “HEM” captures the founders’ initials in a compact, stamp-like mark suitable for leather embossing.

The palette draws from organic leather tones, deep brown, neutral beige, and soft off-white. I created a natural yet premium aesthetic. Paired with a modern, clean sans-serif, the identity feels both powerful and calm.

The final brand identity conveys quiet strength and timeless craftsmanship. Each element, from logo variations to color harmony, was designed to work across packaging, digital platforms, and product branding.

The founders loved the result and approved the full design suite with no revisions in the first round. They shared how much they resonated with the direction and how it finally allowed them to position HEMLABEL as a premium brand: strong, handcrafted, and refined.