Howbad
Brand Identity
for an Adelaide clothing label,
built from a name and a vision.
Services: Howbad brand identity, logo suite, brand manual, product applications
Industry: Fashion and apparel
Year: 2022
Howbad Brand Identity
The challenge
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. It also had to feel rooted in South Australia without becoming generic surfwear.
The approach
The identity is built around three elements that define South Australia’s coastline: sea, sand, and sun. Each one maps directly to the palette: a distinctive teal drawn from the waters of Adelaide’s beaches, a warm cream taken from the sand, and a golden amber that echoes the afternoon light. Colour is the hero of the brand, instantly recognisable and evocative of place. A script logotype adds warmth and personality, matching the effortless, laid-back confidence of the city’s style.
The result
A complete brand system: a logo suite, brand manual, colour and typography guidelines, and product applications across apparel, accessories, packaging, and gift cards. Everything was designed in Adobe Illustrator and Photoshop.