Overview
Developed with the Fanzz Sports Apparel team, Just Hats was built as more than a logo on product. The goal was a complete brand and shopping experience focused on headwear, with room to expand through segmentation, merchandising, packaging, and broader retail growth.
Identity System
The identity is built around a compact angular monogram and a sharp wordmark that can move between stitched product detail, shipping materials, and digital UI without losing recognition.
Product Application
The cap mockups prove out the identity where it matters most. Stitch density, silhouette, and close-up material contrast all reinforce the sharper industrial tone of the brand while keeping the green accent highly legible.
Packaging
Packaging extends the same visual logic into fulfillment. Black structure, large lime panels, and a reduced mark create something memorable without becoming expensive or overbuilt for a retail-ready shipping system.
Digital Experience
The UX translates the brand into a merchandise-led storefront with strong hierarchy, promotional modules, and clear segmentation by style and interest.
UX Rationale
Large category tiles, bright promotional bars, and a strong black header make the shopping experience feel energetic and merch-first rather than generic. The layout suggests a business model with room for multiple audiences, styles, and future product branches.
Selected Frames
Key Takeaways
Just Hats expanded my ability to think about a brand as a connected system rather than a set of isolated deliverables. Working across identity, product application, packaging, and ecommerce UX strengthened how I approach cohesion, visual hierarchy, and the translation of a concept across physical and digital touchpoints.