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[04]Clothing · Brand world· 2022
Havenn
A sleepwear concept for people who find it hard to switch off — what you wear at the end of the day, treated as shelter.
[01]Overview
About the project.
A sleepwear brand built around the moment the day finally goes quiet.
Havenn is a self-directed concept, done end to end over about six weeks in 2022. I wrote the positioning first — sleepwear as shelter rather than nightwear — and let it decide everything after it: a symbol that can be explained in one sentence, a warm serif held by a neutral sans, and a palette built on forest, sage and bone rather than the usual pastel sleepwear shorthand.
I drew the mark and its construction, set the type system, defined the colour roles, and art-directed the imagery. There was no client and no brief; the constraint I set myself was that every decision had to be defensible against that one line of positioning.
01Shelter & seed symbol
02Forest & bone palette
03Recoleta Alt + Neue Haas
Rounded forms, clear geometry.
A warm serif, held by a neutral sans.
Forest, sage and bone.
01
Mood
The reference board the palette was chosen against — wet forest, soft arches, and the tone of voice sitting on cards beside them.
02
Why green, and why it speaks
Green as the residue of being outside — calm, protection — borrowed for a garment worn indoors.
A quieter brand presence.
[05]Next project
Move into real commercial work.
Step out of the sleepwear concept and into commercial brand and digital design delivered for real companies.
UVE Group
Agency · Commercial design · 2025 / 2026
Eight months in-house at a Madrid agency: a brandbook, two client websites and retail campaign production.
View next project
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