HAMILTON PERKINS

DISCIPLINE: DESIGN, BRANDING

ROLE: SENIOR DESIGNER

AGENCY: DEUTSCH

HEADS OF DESIGN:  ADHEMAS BATISTA, TALIN BAHARIAN

YEAR: 2024

Deutsch's Blackness in Full Bloom initiative partnered with Pharrell Williams’ Black Ambition to support select Black-owned businesses with a full rebrand and design services. As part of this program, I had the privilege of rebranding Hamilton Perkins.

Hamilton Perkins stands out as a business dedicated to crafting stylish bags and apparel from 100% recycled and upcycled materials. My mission for this rebrand was to create a bold, provocative brand identity that challenges the status quo, breaks conventions, and delivers a powerful message of sustainability and innovation to the world.

WHERE WE STARTED

i. sorting through the materials

Hamilton Perkins' original logo was simple and had a lot of room for growth. Our goal was to keep the essence of the existing design, but elevate it to reflect the same uniqueness and innovation that define their products.

WHERE WE LANDED

ii. garbage, but make it fashion

This visual direction leans into the recycled trash aspect of Hamilton Perkins and repackages it in a streetwear aesthetic, highlighting its uniqueness in a bold, type-driven manner.

THE LOGO

iii. it goes with everything

The logo is set in a simple stylized lockup. I wanted something that was easy to read and recognizable from a quick glance. I placed it in a simple white box so that it can easily be sewed over whatever colors, fabrics, or patterns Hamilton Perkins has on hand.

SECONDARY LOGO +
ICONOGRAPHY

iv. bold symbols for bold statements

In addition to the logo wordmark, we want a symbol and other graphics to use on products and materials to enhance our communication.

COLOR PALETTE

v. straight from mother nature

We positively impact the planet by crafting premium upcycled products. So there’s nothing better than the planet itself to inspire our color palette.

TYPOGRAPHY

vi. giving words new life

Our official fonts are NOKA and Forma DJR Text. NOKA serves as the base for our logo wordmark, and its graphic appeal enhances headlines and display messages. Forma DJR Text offers flexibility for communication and effectively conveys important information.

BRAND APPLICATIONS

vii. recycling never looked this good

This rebrand combines bold design with a strong commitment to the environment, creating a look that’s both fresh and forward-thinking. By blending innovative style with eco-friendly values, we’ve crafted a brand that’s not only fashion-forward but also conscious of its impact on the planet.