Branding | Hyphen
in collaboration with etch design, 2017-18
Hyphen was a leather accessory brand based in Jaipur, India, which later rebranded itself to AndAlso. I designed the brand identity, and the collaterals for their inaugural collections.
Initial Logo Explorations
These focused on the idea of the hyphen as a breaker in the act of fragmentation, and the geometric/symbolic interpretation of the hyphen as a punctuation mark. The goal was to convey the essence of a brand that was bold, edgy, experimental, and minimalist.
Final Identity
The final identity took on the idea of the hyphen as something that creates fragments, and uses a fragmented typeface- with visibly broken up, yet visually coherent and congruous letterforms. In its vertical stack, the word itself is broken up into three units.
Changing Seasons
The peach and mint green colour scheme was designed for the first collection, and the creator sought to create a fresh new look for the brand each season. We designed collateral accordingly, so the next season would mean a switch from the softer pastels to bold metallics and stripes to complement them.
The typography would remain constant, but the colours and patterns would change dramatically to shift the brand's aesthetic over time.
Shortly afterwards, Hyphen rebranded itself as AndAlso.
project done in collaboration with etch design, 2017-18
