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An Italian company specializing in men’s and women’s contemporary hats. It was born in 2014, at the hands of Veronica Adriani, who decided to put on the market a personalized line of hats to continue the business of three generations of his family.
Labis Design has redesigned the visual identity and logo of AdrianHats based on Brand Language Design, which helped us in the process of creating and designing the ideas to convey the real essence of the brand.
The new brand needed a name, and it was with that in mind that Veronica decided to use the name of a hat model that her grandfather Ugo Adrini developed in the 60’s and was a success: Adrian! The perfect name to tell the family story and give even more value to the new brand.
Being a genuine Italian brand, the raw material used in their hats is essentially national. Cotton, wool, felt and the fabrics that turn into hats have a good balance between quality and price, which enables the final product to be sold at the retail value, which is a differential of the AdrianHats brand.
The brand sells hats with a retro look from the 1920s and target mainly women, but also sells its products to men. People with a more retro style, radical chic and street are the ones who most identify with the brand and consume it.
Our work on redesigning AdrianHats’ visual identity should follow and highlight the values it carries with it: quality, vanity, chic and made in italy.
Labis Design aimed to develop the redesign of the AdrianHats brand so that it came on the market as a true brand of Italian hats, leaving behind the retail style of yesteryear.
Our challenge was to create a visual identity that would integrate with writing and further highlight the character and strength of the brand.
The creative path that was followed by Labis Design in the execution of this project was clean cool. This path absorbs a very current trend in the world of fashion: the normcore.
It consists of wearing basic and casual garments producing very cleans and unpretentious looks, which comes from people’s desire to return to the simpler things and accompany the slow trend, which is now also focused on consumption. In practice, we are talking about a very basic style, which brings its richness in coordinating lines and textures.
The triangle is a universal symbol and can represent cultural values always in a positive way. For AdrianHats, the use of the triangle in the brand is interesting because the symbol is derived from the letter A, contained in the brand name, as well as being the simplest way to offers numerous possibilities of aesthetic and graphic compositions.
For visual identity of the Italian brand of hats, Labis Design developed a concept that starts from the asymmetry generated by the opposition of two different styles incorporated into it: casual and chic.
The asymmetry here is seen as combination, harmony and union of values, not as diversity, difference. It is reflected in the models of hats, re-readings of classics built in an asymmetrical way.
All this is reflected in the visual identity and especially in the new logo, which was architected with oblique strokes and cut letters. The created pattern also escapes regularity, bringing the concept of the brand back to the visual identity.
To convey the essence of AdrianHats in the best possible way, in addition to all the work developed in creating the new visual identity and logo, the choice of colors was very important.
A casual, chic brand needed bold, authentic colors to be even more noticeable in the marketplace. Therefore, the main colors that have been applied in this project are: marsala, gray, black and white.
+55 41 3039 3344 - labis@labisdesign.com