Concept & Narrative
Hermans is a modern essentials brand rooted in ease, confidence, and everyday sensuality. The concept centres around reworking classic wardrobe staples into pieces that feel effortless, considered, and quietly bold.
Brand Approach
The identity pairs clean, minimal layouts with confident typographic expression. Repetition, scale, and placement of the logotype create a strong, recognisable system that feels both contemporary and slightly subversive.
Art Direction
The art direction focuses on natural, undone moments - soft skin, relaxed poses, and intimate framing. Styling and composition highlight the product while maintaining a sense of effortlessness and understated confidence.
Outcome
A distinctive brand world that reframes everyday essentials with confidence and edge - balancing simplicity with bold expression to create something both understated and unapologetic.
Other projects
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Symposium - Madrid
A cultural sanctuary for body and mind
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Hermans Loungewear
Everyday, elevated, essentials.
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Lift Lake
A different kind of strength studio
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Oyster Active
Turning waste into wear.
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Hallet Sportswear
A new era in British sportswear.