Hiems is a clothing brand envisioned for the fall and winter seasons. The name itself, derived from the Latin word for "winter," suggests a focus on warmth, comfort, and protection against colder weather.

Hiems would likely offer a range of apparel such as cozy sweaters, insulated jackets, durable outerwear, thermal layers, and perhaps stylish accessories like scarves, hats, and gloves.

HIEMS

To design an identity system for Hiems, a fall-winter clothing brand. The goal is attract customers who love fall or winter and require a stylish yet comfortable clothing to keep warm during the season.

Design Problem

Brand Archetype

The Caregiver. The Caregiver archetype is driven by a desire to protect and care for others. Brands embodying this archetype are often seen as compassionate, nurturing, and supportive, aiming to make their customers feel safe, secure, and well-provided. Focus on Protection and Warmth - The core offering of "warmth, comfort, and protection against colder weather" directly speaks to nurturing and safeguarding customers, which is central to the Caregiver archetype. Emphasis on Comfort and Coziness - Items like "cozy sweaters" and "thermal layers" evoke a sense of being looked after and provided for. Latin Name for Winter - The name "Hiems" subtly reinforces this by conjuring images of needing care and provision during a harsh season.

The design process began with brainstorming keywords that captured the brand's essence. These keywords were then translated into visual concepts through mind map sketches.

Process

The exploration expanded by incorporating  icons, indexes, and symbols, further refining  and broadening the initial ideas.

The ideas were further expanded with different exercises to establish different concepts.

Following the initial sketches, four strongest concepts were selected digitally in vector forms. Out of which three were explored further.

Final Design

The final logo was created inspired from the weave pattern and incorporating it with letter ‘H’.

Logo Construction

Final Lockup

The brand name is always placed and size in the distance between logomark ‘H’

Visual Identity

Hiems, a clothing brand designed for the fall and winter seasons, draws its core inspiration from the rich tapestry of autumnal colors and the comforting feeling of warmth. The brand's aesthetic would likely blend these natural tones into cozy and inviting pieces.

Inspiration