DÉRIVE
DÉRIVE is a community-driven brand represented by hand upcycled hats. These hats aren’t for sale. They’re earned through active participation in the DÉRIVE community. Designed as a response to consumer culture and the doomscrolling habits of Gen Z, each hat is a symbol of real-world connection. Want one? You’ll have to show up. Whether it’s a mixer, a jazz night, or a Boiler Room set, we do it all. Just pull up and be part of the moment.
Enjoy and thank you for taking a look!
SCOPE: Naming, logo design, brand identity, merchandise, poster campaign, and social assets for dérive.
Dérive, meaning “to wander” or “to drift,” captures a feeling that resonates deeply with many creatives and younger people. Whether it’s navigating a new city, searching for purpose, or exploring one’s inner world, dérive reminds its community that it’s okay and even necessary to pause and embrace these uncertain moments.
The asterisk replacing the accent above the “e” symbolizes this pause, encouraging reflection and playfulness in times of uncertainty.
The path doesn’t have to be linear” is a core belief of the brand, meaning you should go out, get lost, and have fun along the way!
LOGO/WORD MARK DIRECTION
I drew inspiration from early 2000s streetwear. I chose a bold, sans-serif typeface (Widy) that’s clean and easy to digest. The modified type alone didn’t feel strong enough, so I incorporated an oval shape to tie everything together which adds a sense of nostalgia while making the mark feel more recognizable and familiar.
I needed a clean sans-serif that would be flexible in any context, so I chose Helvetica Neue. You really can’t go wrong with this typeface.
COLOR DIRECTION
I wanted to capture the aesthetics of summer through a carefully selected and named color palette that reflects the brand’s identity. All of the colors, except for the utility color, are analogous. This is because analogous colors naturally complement one another and are easy to pair. Each colorway is just as impactful as the next, giving consumers a seamless and confident range of options to choose from.
TARGET DEMOGRAPHIC
The target audience includes people looking for simple, easy-to-style clothing, but more importantly, those who connect with the identity of dérive and want to be part of its community. In terms of age, the brand primarily appeals to the Gen Z demographic. The colors and designs are bold yet minimal, blending Y2K aesthetics with contemporary elements to create a fresh and relevant remix.
Primary Logo
BW Version
WB Version
Secondary Logo
BW Version
WB Version