Client: Hygge

Project Overview:

Hygge, a modern loungewear brand, draws its name and inspiration from the Danish and Norwegian concept of coziness and comfortable conviviality. Catering to both men and women, Hygge aims to blend comfort with contemporary style in their clothing line. My role was to encapsulate this ethos in a visually compelling brand identity, extending from logo design to various branding materials.

Client Requirements:

The primary task was to develop a logo and a comprehensive brand identity that would resonate with Hygge’s target audience. The project also included designing thank you cards and demonstrating how the brand identity could be seamlessly integrated into their clothing range.

Design Process and Execution:

To embody the warmth and comfort central to Hygge’s brand, I selected a colour palette of orange tones, complemented by dark grey and black to add a touch of sophistication. This colour scheme was carefully chosen to represent the brand’s unique fusion of coziness and modern elegance. The logo design was crafted to be simple yet memorable, reflecting the brand’s minimalist aesthetic.

In the application phase, I ensured the brand identity was consistently and tastefully applied across all elements, including thank you cards and clothing. The branding on the clothing was designed to be subtle yet distinct, ensuring brand recognition while maintaining the garments’ style and comfort.

Deliverables:

The project deliverables encompassed the creation of the logo, the overall brand identity, thank you cards, and a strategy for branding on clothing. Each element was designed to cohesively represent Hygge’s philosophy and appeal to their diverse customer base.

Outcome:

The branding exercise for Hygge successfully captured the essence of comfort and modern style inherent to their loungewear. The thoughtful colour scheme and elegant design elements resonate well with the brand’s ethos, creating a strong, appealing identity that stands out in the competitive fashion market.