Howbad
Howbad; a sun-soaked brand identity for an Adelaide clothing brand built around the beaches, the sand, and the light.
From a name to a brand
worth wearing
Howbad is an Adelaide-based clothing brand launching with nothing but a name and a vision. The brief was to build a complete visual identity from scratch — one that felt rooted in South Australia without being generic surfwear.
The client came with a name and a clothing concept, but no visual language to support it. They needed a logo, a colour system, and a brand that could carry their story across products, packaging, and beyond — all coherent from day one.
The identity was built around three elements that define South Australia’s coastline: sea, sand, and sun. Each one maps directly to the colour palette, the distinctive teal drawn from the waters of Adelaide’s beaches, the warm cream of the sand, and the golden amber of the afternoon light. The goal was to make colour the hero of the brand — instantly recognisable and immediately evocative of place. The script logotype adds warmth and personality, balancing the effortless, laid-back confidence of the city’s style.
The result
A complete brand system delivered across logo suite (primary and secondary marks), brand manual, colour and typography guidelines, and product applications including apparel, accessories, packaging, and gift cards, all built in Adobe Illustrator and Photoshop.
“I love the colour palette and the way it reflects the beachy vibe,
it’s the kind of colour that owns a room.”
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