Hiden Clothing
A streetwear brand a friend and I ran from the end of 2019, and the rebrand that never launched.
The brief
A friend and I started Hiden at the end of 2019, selling T-shirts, trousers and accessories such as rings and necklaces. For the first logo I gave the idea and my friend drew the final version, and besides the design I ran our Facebook page.
The rebrand
In 2021 we wanted to move from everyday streetwear to something more mysterious, so I redesigned the brand: a hand grasping an open eye, drawn from a photograph I took of a friend's hand in a café.
The sketches
A hand, an eye and a magnifying glass: the three things the mark had to carry.
The mark
The hand and the eye, drawn as one.
The lockup
The primary logo, and a smaller secondary version for small sizes.
The rest of the guide
Where it went
The money ran out during the pandemic, the relaunch never happened, and Hiden is closed now.