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KEYWORDS
brand strategy, visual identity, messaging, fashion design, independant brands, local design
THE CLIENT
Hamari Unique, Croatia
Y 2020
Hamari Unique
BRAND STRATEGY / VISUAL IDENTITY
Hamari Unique is a female-led business founded by two girlfriends, Ivana and Renata. With Hamari Unique girls wanted to provide a sustainable market for local independent designer and their small businesses but in the core was the love for unique objects and good design.
2020 they opened a retail shop in Samobor, Croatia, and accompanying webshop soon after.
2020 they opened a retail shop in Samobor, Croatia, and accompanying webshop soon after.
CONTEXT
Working closely with owners from the beginning, I needed to clarify and articulate the core idea behind the emerging brand, as well to create an identity that mirrors the owner's aesthetics and personality.
With the retail space, girls wanted to establish a welcoming environment for browsing and socializing—a friendly and cozy atmosphere for everyone who appreciates unique products made by small, independent brands and designers, rather than a stiff and upscale concept shop.
With the retail space, girls wanted to establish a welcoming environment for browsing and socializing—a friendly and cozy atmosphere for everyone who appreciates unique products made by small, independent brands and designers, rather than a stiff and upscale concept shop.
THE OBJECTIVE
Clarifying the business idea through an extensive brand strategy led to clear messaging and visual identity aligned with the owners' vision. This stategic approach provided the owners with a solid brand platform to build their business.
Hamari Unique is positioned as a "House of local fashion design", with the slogan "Honestly and Bravely Designed and Made in Croatia", and the tagline "Perfectly Imperfect"
I centered my efforts on messaging that embodies the brand’s philosophy and attitude, while designing a clean and elegant identity system which highlights the brand core values.
The brand identity is based on a typographical logo, from which the brand mark is also derived, highlighting the word "unique" as the DNA of the brand.
Hamari Unique is positioned as a "House of local fashion design", with the slogan "Honestly and Bravely Designed and Made in Croatia", and the tagline "Perfectly Imperfect"
I centered my efforts on messaging that embodies the brand’s philosophy and attitude, while designing a clean and elegant identity system which highlights the brand core values.
The brand identity is based on a typographical logo, from which the brand mark is also derived, highlighting the word "unique" as the DNA of the brand.
THE SOLUTION
Brand Strategy
OWNERS PROFILE
Ivana is a bale dancer with a sharp eye for good design. Emotion is her drive.
Renata is a rock'n'roll slow dancer fashionista. Her drive is life harmony.
The sale is Ivana's strong passion, and Renata is an executive animal.
They share a love for good design and honest, one-of-a-kind products.
It is the core of their business.
"Slow and Independent" is Hamari Unique's credo and the way girls run their businesses and live their lives. Nevertheless, in their duo, Ivana is more "Independent", and Renata is "Slow" in the best possible way.
The people are the focus of their interest.
BRAND FOUNDATION
POSITIONING
Hamari Unique is a House of local fashion design.
Our house is a multi-brand retail and online shop with curated products of local independent designers.
All our products are unique design pieces.
We don`t follow any style; we follow an idea. It is up to you to mix and match what fits your individuality.
Hamari wants you to be bravely yourself- unique, honest, and real. Perfectly imperfect, one of a kind.
All our products are unique design pieces.
We don`t follow any style; we follow an idea. It is up to you to mix and match what fits your individuality.
Hamari wants you to be bravely yourself- unique, honest, and real. Perfectly imperfect, one of a kind.
BRAND PHILOSOPHY
Hamari Unique
House Philosophy
House Philosophy
Good design is a core of the Hamari Unique house.
We value the process of creation and product integrity: to know who, how, and why products are made is most important to us.
In independant small brands we see emotion, authenticity, and love for the process of creating.
Our mission is to provide a sustainable market for local, independent designers and their small businesses by making them consistently available and more accessible, while maintaining price integrity.
Good design, unique and quality-made products, should be a first choice, not an unexpected luxury.
We value the process of creation and product integrity: to know who, how, and why products are made is most important to us.
In independant small brands we see emotion, authenticity, and love for the process of creating.
Our mission is to provide a sustainable market for local, independent designers and their small businesses by making them consistently available and more accessible, while maintaining price integrity.
Good design, unique and quality-made products, should be a first choice, not an unexpected luxury.
MESSAGING: DESCRIPTOR / SLOGAN / TAGLINE
TYPE
Graphic Light / Bold
Brand Identity
VISUAL IDENTITY SYSTEM
LOGO
Jigsaw Stencil / Bold+Light
The choice of stencil typography communicates urban and independent culture while it is stylish and sophisticated
SIGN
Jigsaw Stencil / Bold
Hamari Unique sign is a stylized name acronym
Jigsaw Stencil / Bold
Hamari Unique sign is a stylized name acronym
MARK
Jigsaw Stencil / Bold
The mark is the stamp of approval
"All our products are unique, one-of-a-kind design pieces"
Jigsaw Stencil / Bold
The mark is the stamp of approval
"All our products are unique, one-of-a-kind design pieces"
SIGNATURE COLOUR
Hamari Yellow
#ccff00 / CMYK 20 0 100 0 / RGB 204 255 0
PATTERN
basic textile weaves as a basis for pattern
'cause we care how things are made
BRAND IMAGE
Art Direction
Keep it clean. Keep it real.
No overproduction, use natural lighting, human imperfections are ok.
Clean layouts allow products to stand out.
Every product has a story.
The focus is on the designers, the products, textures, and materials.
The brand mark "UNIQUE" is always sized at 1/4 of the shorter side of an image. It is positioned at the hinges, placed in the most visually balanced and preferable spot.
No overproduction, use natural lighting, human imperfections are ok.
Clean layouts allow products to stand out.
Every product has a story.
The focus is on the designers, the products, textures, and materials.
The brand mark "UNIQUE" is always sized at 1/4 of the shorter side of an image. It is positioned at the hinges, placed in the most visually balanced and preferable spot.
EVERY
PRODUCT
HAS A STORY
PRODUCT
HAS A STORY
BRAND APPLICATIONS
Hamari Community
OUR STORE IS YOUR CASA
Human interaction is the most important part of the sale and every sale is sharing emotions
OUR STORE
IS YOUR CASA
IS YOUR CASA
Over the 4 years, Hamari Unique has built a strong local community.
Capturing real people in their campaigns they have made a lasting legacy, highlighting the lives and stories of the people that make Samobor unique.
Capturing real people in their campaigns they have made a lasting legacy, highlighting the lives and stories of the people that make Samobor unique.