@2025


HITO
Visual identity for Hawaii-based streetwear startup, Hito. The visual identity  is motivated by a feeling of nostalgia, with an emphasis on memory and negative spaces.
Credits:
Art Direction by Karen Abe.
Design by Quan Pham.
Photography by Quan Pham.




The Logo
The logomark is derived from the Japanese kanji HITO “人,” meaning person, people, or the qualities of being human. The abstraction of the kanji draws inspiration from the tone of the brand, particularly that of hidden meanings and human imperfections.