Eight Hour/8TH HR: Brand Identity
The Challenge: Create a scalable identity for 8TH:HR (a mock modern workwear brand) that balances two opposing ideas: sharp, tailored precision and loose, ironic streetwear energy without the system feeling split in two.
The Solution: I built the system around a display typeface whose letterforms already carry that tension, then developed a shorthand "8TH:HR" mark and a custom ligature turning the "OU" in HOUR into a sideways infinity symbol that echoes the shape of the "8.". A muted, warm palette with a pop of red and the tagline "Uniform, Unbothered." tie it all together across labels, packaging, and campaign imagery.
The Solution: I built the system around a display typeface whose letterforms already carry that tension, then developed a shorthand "8TH:HR" mark and a custom ligature turning the "OU" in HOUR into a sideways infinity symbol that echoes the shape of the "8.". A muted, warm palette with a pop of red and the tagline "Uniform, Unbothered." tie it all together across labels, packaging, and campaign imagery.
