Client: HOWL
A contemporary streetwear brand designed to resonate with the raw, untamed energy of underground culture. The objective was to forge a visual language that is bold, strong, and timeless, reflecting HOWL's rebellious spirit while maintaining a clean and focused aesthetic.
The cornerstone of HOWL's identity is its bold and strong logo. A custom-designed "H" stands out, capable of functioning as a standalone symbol for the brand, signifying its unique stance. A key feature is the strategic incorporation of the "Ø" within the wordmark. This isn't merely an aesthetic choice, it visually disrupts the word, serving as a powerful metaphor for the brand's rebellious spirit and its defiance of conventional norms.
Color Palette: Monochromatic Intensity with Electric Accents
To maintain a clean, focused, and impactful presence, HOWL's primary color palette is restricted to black, white, and various shades of gray. This deliberate absence of a broad color spectrum sharpens the brand's message, ensuring that the products themselves command attention.
Occasionally, to inject energy and emotion, bright electric blue or vibrant green pops of color are introduced. These unexpected bursts of color serve as dynamic accents, highlighting key elements and reinforcing the brand's edgy personality.
Typography: Uncompromising Clarity
The chosen typeface for HOWL is a simple, clean, sans-serif font. Its robust, no-nonsense character directly connects to the raw authenticity of underground culture. This straightforward and impactful typographic style ensures that HOWL's visual identity remains timeless, unburdened by the transient nature of passing trends.
Layout & Grid: Controlled Edge
HOWL's design applications utilize uneven grids and generous amounts of empty space. This intentional approach creates a sense of controlled intensity and an edgy, modern aesthetic. The negative space allows elements to breathe, drawing the viewer's eye to key information and reinforcing the brand's minimalist yet impactful philosophy.
