Hoodlumz is a really cute apparel accessory concept. They are part hoodie, part suspenders, with coordinating gloves in various animal themes. It allows you to add a little fun to your outfit, create a quick and easy costume, or bring out your alter-animal-ego.
I created the logo to play up the idea of alter egos, and gave the look of the header card a mystical/trippy/hipster look to suggest it takes just a little magic to bring out your latent animal nature.
I wanted to put an animal illustration on a card inside of the hood, to both hold the hood's shape and to reinforce the idea of becoming the animal, but the buyer wanted customers to be able to try the hood on, so we had to opt for a traditional header card. The last images show this option. I still think it turned out fun!
Early concept
Early concept (without hood)
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