HEMO Apparel is a streetwear brand founded in 2023 by Nitya Bhattara to raise money for the New England Hemophilia chapter. HEMO’s aim is to empower young people with bleeding disorders and to educate those without.
Hemophilia is a genetic disorder that prevents blood from clotting properly. I worked very closely with Nitya to create a line of clothing that was both hemophilic-themed yet stylish and relevant. Including the clothing designs, I created two separate logos for HEMO, developed their brand identity, and provided a brand guideline document.
How can I develop a visually appealing brand identity about blood?
The challenge with this project was to incorporate a theme of blood without actually making the design bloody. I made the focus on curved and rounded shapes like blood cells or drops of blood, positive and negative symbols to represent blood types, and used various shades of red to highlight the complexity of human’s relationship with blood.
Initial Drafts
I loved how impactful the first draft felt, but my client wanted more emphasis on the iconography of the blood drop.
I experimented on Blender with a 3D model of the logo. Ultimately did not make the final lineup, but inspired the shaping of the letters.
