I was delighted to be invited by @what.thehat (@irina_ioanaa) 👒 to design an identity for her custom hats business. I thought the brand name is extremely catchy and cool. Sometime during the exploration phase I realised that the hat and the question mark that would normally follow after the name have common curves, so I quickly sketched the mark concept that you can see in the logo design. We found this idea very appropriate and decided to go for it.
I put my brushes to work to design the painted question/hat mark, which I then scanned and digitized. I pushed for a custom type for 'what the hat' (as I usually do) to join the mark, which eventually became like a signature over a stamp. The logotype started with pencil as per usual, then brushes and lastly, vectorized and digitally adjusted.
The other branding elements came naturally as we imagined a playful, colorful brand.
Consider following the creative process of @what.thehat and support your local homies/producers etc.! ♻️