Redbelly is a hat and apparel brand that values handmade quality creations that celebrate individuality. Established in 2020, they offer custom, handcrafted hats and lifestyle goods for a creative audience both in the West Michigan area and across the country. 

The vision behind this project was to pivot and expand Redbelly's brand from just a hatmaking brand to a brand that carries handmade hats, apparel, and other goods. This included a full logo redesign and name change in addition to new brand assets. 

Below displays some of the influences to the new brand direction: coastal design, vintage details, western silhouettes, and retro hues and typefaces. This inspiration was carried throughout the process and was applied to the logo concepts and ultimate brand identity. 
Logo Concepts
Approved Logo
The tiger silhouette not only appeals to an eclectic audience, but it also represents the uniqueness of each handcrafted product - like a tiger's stripes, no two are the same. They are thoughtfully designed with intricate detail and are beautiful to look at.
Final Brand Direction
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