Brand Identity for a Men's Weekend-Wear Brand
It's Always the Weekend at Harbour 9 | Brand Identity
Client: Harbour 9 | 2021
Team: Isha Jhunjhunwala, Bhavika Garg
about us
A men’s weekend-wear brand, that cues relaxation and ease, Harbour 9 is so much more than any one occasion; it is a state of mind. Well-suited to the Indian male body structure, it is code for casual wear, comfort and style.
TARGET AUDIENCE
Metros, tier 1 & 2
Upwardly mobile
Senior men; aged 35-55
Dad-bods
Looking for comfort
Not looking to experiment
Willing to invest for quality
PRODUCTS
Polo t-shirts, t-shirts, casual shirts, track pants, knit shorts, hoodies, sweatshirts, pyjamas, athletic t-shirts​​
INTENDED BRAND PLAY
Comfortable, well-priced, contemporary fit
Price : INR 999 - 1299
Quality controlled by a 35-year old legacy Global exports
the concept
It’s always the weekend at Harbour 9.
A relaxed, casual weekend, spending time doing things that one loves whether it’s brunching, or a quick dip in the pool, hanging out at a coffee shop or a quick weekend getaway.​​
​​We want to echo this relaxed casual vibe in the brand as well. The word ‘harbour’ immediately transports you to an idyllic day by the waves, or soaking in the sun. We want to evoke that restful feeling everyday.
the logo
The logo has been created using a custom font, Harbour, inspired by breaking waves. To evoke a state of fun and relaxation, we integrated a waves pattern into it as well.
THE PROCESS
Using the concept and form of waves, we created a new font with subtle wave-like edges.
PADDING
Adequate breathing space to be left around the logo. Minimum space shown below
MINIMUM SIZE
When the logo goes below 3.5 cm, it is to be used without the waves, as it cannot be distinguished (user should use their discretion depending on application)
the icon
The logo is complemented with an icon that is used with it or in place of it. The brand will strive to make this icon recognisable amongst its audience.
Leave adequate breathing space around the icon. Minimum space shown below
ICON PADDING
LOGO & ICON COMBINATIONS
colour palette
The colour palette consists of primary colours and secondary colours. The primary colour is a deep indigo to give it a mature look along with suiting the ‘harbour’ vibe. Paired with that, is a white for a relaxed feel.
The secondary colour palette lends the brand its joyful holiday vibe. These colours are to be used in smaller spaces, in conjunction with the primary colours.
CUSTOM FONT : HARBOUR
typography
Along with the custom Harbour font, we’ve introduced a sans serif Lato, as the body font.
The characteristic Harbour font is primarily used for headings while the Lato font, with its multiple weight options, complements it.
TYPE HIERARCHY
design language
Bringing all the design elements together in a balanced manner, creates a strong and cohesive brand identity. Along with colour and typography, we have explored the concept and form of waves and integrated it in the communication. Another important point to keep in mind is having adequate white space around the design for it to breathe.
brand applications
PAPER TAG
WASHCARE LABEL
COURIER BAG
CARTON TAPE
