HUMBLE

Humble, a second-hand clothing popup market, aimed to create a unique identity that resonated with its target audience of environmentally conscious consumers while fostering a sense of community and individuality. This case study explores the branding process undertaken to establish Humble as a vibrant and inviting marketplace through the integration of character-driven design, custom typography, and a carefully curated colour palette.

Humble sought to differentiate itself in the crowded market of second-hand clothing by offering more than just products; it aimed to create an experience that emphasized sustainability, affordability, and style. With the rise of eco-conscious consumerism, there was a growing demand for alternatives to fast fashion, making it an opportune time for Humble to enter the market.

BRANDING OBJECTIVES

Create a memorable and recognizable brand that stands out in the second-hand clothing market.

Community Engagement: Foster a sense of belonging and community among customers.
Sustainability Focus: Emphasize the eco-friendly nature of second-hand clothing and Humble's commitment to sustainability.
Visual Appeal: Design a visually appealing brand that attracts a diverse audience of all ages.

BRAND STRATEGY

Character-driven Design: To infuse the brand with personality, a central character named "Humble Hattie" was created. Hattie embodies the ethos of the brand – she's environmentally conscious, stylish, and approachable. Hattie would be featured across various brand touchpoints, from the logo to marketing materials, adding a human touch to the brand.

Colour Palette: The chosen colour palette consisted of light orange, bright orange, and bright blue. These colours were selected for their vibrancy, evoking feelings of energy, warmth, and friendliness. The combination of oranges and blues also conveyed a sense of creativity and professionalism, aligning with Humble's values.

Custom Typography: A custom font was developed for the Humble logo to further distinguish the brand. The font reflected the brand's personality – modern, playful, and approachable. It was designed to be easily legible yet distinctive enough to stand out in various applications, from signage to digital platforms.

Brand Collateral: Various brand collateral, including business cards, flyers, and social media assets, were created to ensure a cohesive brand experience across all touchpoints. Hattie was prominently featured in these materials, injecting a sense of fun and personality into every interaction with the brand.