Case Study · Hunting Season Apparel
Turning one t-shirt into a brand.
Celeste had a single shirt and a name she believed in. Three weeks later she had an identity, a storefront, a launch plan and a reveal film — and a live apparel label.
Where it started
Three weeks ago, this was one shirt.
No logo system. No store. No collection. One tee, one name, and a founder who already knew exactly what she wanted the brand to feel like.
Three weeks later
The challenge
A brand that existed on one shirt.
Everything a label needs to actually sell — an identity that holds up on product, a store that takes money, and a reason for people to care on day one — had to be built from scratch, against a launch date that was already set.
- No identity system
- No storefront
- A fixed launch date
The idea
Stay calm. Stay calculated.
Then pounce.
Celeste’s own words, from the brand exercise — and the line the whole identity was built from
The build
A predator you can wear.
The panther and the claw slash became the whole system: a wordmark that gets cut through, a mark that works at thumbnail size, and a bone-and-red palette that stays legible on black garments and on a phone screen. Every piece was designed to survive being printed, worn and reposted.
The storefront
A store built to open on a date.
A custom Shopify build carrying the identity end to end — product pages, email capture feeding a welcome sequence, a confirmation flow, and a domain, SSL and sending setup that all had to be right before the doors opened. It went live on schedule.
Launch day
Orders delivered by the first night.
The branding didn’t stop at the screen — it went out the door. Claw-marked mailers, the collection on real bodies, and a founder inspecting her own first orders. Three weeks earlier none of this had a name on it.
The film
And something to announce it with.
A reveal film for launch day — the panther approaching out of the dark, the claw slash carving the logo, and the URL landing. Built to stop a thumb mid-scroll.
The timeline
Three weeks, start to launch.
- Brand exercise with the founder
- Positioning and voice
- The mantra that became the spine
- Wordmark, claw mark and lockups
- Palette, type and brand guide
- Apparel and social artwork
- Shopify storefront and product pages
- Domain, email capture and welcome flow
- Reveal film and launch assets
What we built
The whole thing.
- Brand strategy & positioning
- Logo system & claw mark
- Palette, typography & brand guide
- Apparel & print artwork
- Shopify storefront
- Email capture & welcome sequence
- Domain, SSL & sending setup
- Launch reveal film
Got one shirt and a bigger idea?
That is exactly where the good ones start. I take brands the whole way — strategy, identity, the site, and the thing you launch it with.
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