Hustlemad

Hustlemad

BRANDING AND IDENTITY. DESIGN. CREATIVE DIRECTION.

Hustlemad is a lifestyle brand for everyday hustlers. This brand creates wide range of content and essentials for every hustler out there. I was working as the Brand and Identity Designer and aided them with discovering their brand, created a consistent brand identity and designed their apparel collection .

The Challenge

Creating India's first performance essentials brand. A brand regarding the lifestyle around the ethos of hustlers — the hustlemad lifestyle of dreaming big, working hard for your goals, and showing up everyday in the marathon called life. Delivering a powerful new brand, visual indentity along with a vision and strategy for the consumers. Creating a their first apparel collection for the key audience.

The Solution

Through extensive discovery sessions and development we were able to nail down the hustlemad brand mission as 'Build a lifestyle brand that inspires and enables doers to be better everyday'.

The tagline and ethos of 'better everyday' was created to stand for the brand archetypes we discovered that was a mix of the values of the types 'Creator' and 'Hero' with the latter being the majority of the brand vision.

The brand vision was discovered to be a place where hustlers can come in order to dream,grow and achieve their ambitions. The Hero strategy to appeal to their masses was to position Hustlemad constantly inspires and empowers all kinds of doers (A person who makes an initiative and gets things done with vigor and efficiency).

Leveraging on the Creator archetype of Hustlemad, we were able to give form to how their essentials will help their users and help create better efficiency and productivity in their lives.

The visual identity and the brand tone of Hustlemad was created keeping in mind the personas of their target market and resulted in a clean, minimal but functional design language that ranges across their products that people will use and love.

The Process

Discovery and User Research

The branding process for Hustlemad started with discovering the brand. The discovery process involved research and interviews with the founders of Hustlemad. We had to be really clear about positioning. Personas of ideal users were created. The discovery process allowed to create and understand the brand tone and voice.

Logo Design

The Logo has to be designed to be modern and relevant for an age group between 20-35. Along with the wordmark logo, a symbol was also created to keep the brand functional. The typeface was a geometric typeface that suited the brand's minimal aesthetic but also showed it's command. The slash is a simple geometric shape that signifies and doubles as a command for every hustler that is out there.

Visual Elements of the Brand

The slash is the main visual element of the brand. Along with that Geometric elements were created to convey the bold expression of the brand along with simplicity and minimalism.

Brand Guide

The overall branding was compiled into a style guide for Hustlemad along with design guidelines for each element of the brand.

The Hustlemad Collection

Being a D2C brand they required a couple of produts, hence a new collections of tshirts were curated and created to not only appeal to the brand aesthetics but also to the target market.