whatthehat? · branding project

what the hat?

what the hat is a custom hat manufacturer providing headwear of all descriptions. Made to order, crafted to last. In Bucharest.

The main character in WTH’s story is Irina. She produces quality hats out of pure pleasure, with love and attention to detail. Each hat is crafted particularly for that one customer, so this uniqueness is reflected in the price.

Playful.

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.