HAZE is an independent, introspective streetwear concept that bridges the tactile nature of analog music culture with loose, expressive illustration styles. Built on a contrasting palette of bold primary tones and soft neutrals, the visual ecosystem spans from soft apparel to hard goods, creating a fully realized lifestyle capsule collection.
The Execution
Typography: A heavy, arched block logotype with a deep dimensional drop shadow anchors the structural foundation of the brand. This bold lettering is intentionally balanced against fluid, hand-drawn figures and organic shapes to give the graphics a laid back, bedroom pop energy.
Color Strategy: The system utilizes a definitive palette of six core colors. Muted slate, navy, and cream bases establish a grounded, retail-ready depth, while stark, energetic flashes of vibrant red punch through to create high-contrast visual interest.
Deliverables: Custom heavyweight hoodies with front and back layouts, a limited run skateboard deck series, boutique packaging bags, and a custom-packaged sticker sheet.
Role & Tools
Concept development, visual identity design, custom illustration assets, and physical product mockups were engineered using Adobe Photoshop and Illustrator.
The Design Structure
Identity System: The core design relies on the bold, 3D logo with a thick drop shadow. The mark was built in six different color styles so it can easily swap between light and dark surfaces while remaining highly readable.
Color Palette: The brand uses a strict mix of six colors. Cool slate, navy, and cream tones form the calm background colors, while bright flashes of red give the brand its high energy look across physical merchandise and packaging.
Reflection
This project allowed me to explore translating a loose, illustration style into structured commercial products. Building out the HAZE collection meant ensuring the identity could shift dynamically across entirely different physical scales. Success meant proving that the visual assets could adapt seamlessly from the soft textile canvas of a heavyweight hoodie to the narrow, rigid constraints of a skateboard deck without losing the core design narrative.