HITO

Hito is a Hawaii-based streetwear brand, inspired by feelings of nostalgia. The brand focuses on an intimate screen printing process that welcomes mistakes, abstractions, and hidden meanings. As a part of the brief, I was approached to design a visual identity that emphasized the brand’s affinity with feelings of faintness and softness. Using a monochromatic palette was important, as well as also focusing on the brand’s value of human centered thinking and design.

The name is also derived from the kanji ‘人,’ representative to the thought of one person supporting the other (with the kanji looking like one person lifting up the other person, or two legs supporting the torso, etc.). It can also represent the thought of being “human”, or the thought of imperfection that has thoughtfulness, transparency, and modesty. 

Project Summary