What is HOE?

Hoe is a new clothing brand based in Milan, Itlay. It was founded in 2017 by 2 Italian guys: Alessandro Cavagni and Matteo Breschi. My task was to create a mark that can represent their brand, and than to create different illustrations for their t-shirts and sweatshirt.
This is their motto. I first tried to design a logotype which they immediately used to print their first product.

ealry logo concept

first t-shirt

Final look

But today they use it only for a t-shirt model and for the label of every product. In fact they let me experiment different types of logos. I’ve created hundred with my pen. After some weeks of hard-work they choose the logo mark below.

final hoe logo