Expeditives Milieu
Urban, experimental, and design-oriented. Values individuality, aesthetics, and innovation in fashion.
havelhai.branne
havelhai.branne is a fictional sustainable streetwear label rooted in Brandenburg. The brief was to develop a consistent brand identity, a distinctive logo, and a cross-media print campaign that translates regional character into a modern, wearable visual language.
The identity aims to position Brandenburg not as a visual cliché, but as an attitude that can exist beyond its geographic context.
"The identity had to feel locally grounded yet globally wearable: Brandenburg as attitude, not as postcard scenery."
Target Group
The campaign addresses people who consume more consciously and expect clarity in how brands communicate their values. The tone is direct and contemporary, combining expressive streetwear aesthetics with transparent messaging about origin and materials.Neo-ecological Milieu
Focused on sustainability, regionality, and social responsibility. Expects transparency and credible brand values.
Features
Logo & Wordmark System
The identity combines a bold wordmark with a reduced symbol derived from the brand narrative. The system is designed to scale across applications—from small textile labels to large-format posters—and supports both light and dark environments.
Print Poster Series
A series of posters communicates the campaign in structured chapters, covering origin, material awareness, and community. A shared grid system and consistent typographic rules ensure recognizability across formats.
Cross-Channel Templates
Layouts are designed to translate seamlessly into social media formats and partner communications. The visual language remains consistent across print, digital, and in-store touchpoints.
Reflection
What Worked Well
A focused narrative and consistent design system helped establish a credible brand identity. The use of a defined grid and typographic hierarchy ensured that print and digital applications function as one cohesive system.
Key Learning
Regional branding is most effective when it avoids nostalgic clichés. Clear structure and restraint communicate sustainability more convincingly than decorative or symbolic elements.
What I Would Improve
Future iterations would include user testing of messaging and the development of physical brand applications (e.g. labels, packaging, signage) to evaluate readability, scalability, and production constraints in real-world contexts.