jayden harmse
Hatmen
Packaging
Branding
Web Development
Reflex Magazine
Branding
Editorial
18
Royal Sundance
Packaging
Branding
Illustration
Burleys
Branding
Packaging
Web Development
26
Addy Poster
Advertising
Illustration
Logo Design
Identity
HATMEN
The popularity of craft beers is quite evident when you take a trip to your local liquor store. They all share a single quality in common; illustrated labels. With this in mind, I wanted to create a brand of beer that gave each beer its own unique personality through the use of custom photography. In today’s fashion world, hats tend to give a person there own unique identity and style.
By incorporating men in hats as a branding tool, I was able to create a distinctive and modern brand of beer. Hatmen’s variety four pack contains a White Ale, Indian Ale, Brown Ale and Pale Ale. By the use of color and photography, I was able to categorize each beer giving them there own individual personalities.
Color Palette
Primary Typeface
Secondary Typeface
Fairview Geared Slab
Good day, my name is Aeris and I would like to introduce Hatmen’s deliciously smooth and sweet hand-crafted brown ale. With its mahogany color and a depth of malty goodness from blends of five specialty malts, this ale delivers a robust heartwarming flavor. Whether preparing a delicious meal or sitting fireside, this brown ale will keep the good times rolling.
Hello, my name is Elliot and I would like to introduce Hatmen’s delightfully crisp, hand-crafted pale ale. This medium-body pale ale has refreshing citrus notes and a distinctive floral hop aroma creating a perfect balance between bitterness and hop. This American pale ale is tasty enough for any craft beer newcomer, as well as the most discerning craft connoisseur.
Howdy, my name is Charlie and would like to introduce Hatmen’s smooth and spicy hand-crafted white ale. This unfiltered wheat ale is a fresh American version of a Belgian white ale. An intricate blend of 10 unusual spices creates its distinctive and refreshing taste. This has a crisp, malty, cereal finish and smooth mouthfeel. So pull up a chair on the front porch and enjoy.
Yolo, my name is Marlon and I would like to introduce Hatmen’s full-bodied Indian Pale Ale. This well balanced IPA is loaded with fresh hops with a powerful blend of citrus, pine and fruit aromas. The firm malt backbone works well with the bold hop finish that everyone expects from an IPA. So crank the music up and pop open a beer with the your boys, peace.
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ANY ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ANY ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ANY ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ANY ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
ROYAL SUNDANCE
This is a promotion for Neenah Paper’s collection known as Royal Sundance, a collection of papers that bring together the best of the Sundance and Royal brands. Instead of a basic book, I wanted to create a sampler that would have functionality. With 5 unique finishes, this paper sampler has been created as a series of door tags.
With vector-based illustrations and a variety of typefaces, I was able to create a series of 8 door tags. Each tag has it own personal message for anyone leaving the office. These energetic tags showcase a bright and bold color palette with playful illustrations.
Primary Typeface
Secondary Typeface
Bebas Neue
Hamster
REFLEX MAGAZINE
Growing up with a family dedicated to extreme sports, I wanted to create a magazine for sports enthusiasts. Reflex magazine is a fictional extreme sports magazine for men and women of all ages that are interested in keeping up to date with the industry. With a wide variety of extreme sports such as skate boarding, bmxing, surfing, among others; Reflex offers interesting articles that will keep you entertained.
Every issue will feature a black and white cover photo with a unique spot color that will be used throughout the magazine. Only the “E” in the masthead may be changed allowing each issue to remain consistent. Overall, I wanted to create a brightly colored and energetic magazine that grabs the viewers attention while leaving them entertained and amused.
Color Palette
Primary Typeface
Secondary Typeface
Bebas Neue
ADDY POSTER
The aim of the project was to create a fictional poster for the 2015 Student Addy Awards. After researching popular art movements, I decided to create a poster representing the style of the psychedelic movement. The main principle of the psychedelic movement was not to deliver a message instantly but to rather leave the viewer engaged for as long as possible.
With all this in mind, I created the poster using bright bold colors and illegible type following the styles distinctive principles. I decided to illustrate an octopus due to its organic form allowing me to warp my infomation around it while creating a hallucinogenic appearance that will keep the viewer engaged.
Color Palette
BURLEYS
There’s nothing better than having a few beers with your friends and cooking out on the grill on a hot summer’s day. After being introduced to American barbecue food, cooking has become a passion of mine. When the opportunity arose to develop a brand strategy for a fictional company; I chose to develop a company that specialized in providing hand crafted barbecue sauces.
Color Palette
Burleys is a brand developed for manly men that are proud to be cooks. The sauces are made from unique ingredients that make them one of a kind, while remaining modern and masculine. With a limited color palette and a variety of typefaces. I was able to create a series of three barbecue sauces.
Primary Typeface
BLANCH
Secondary Typeface
BIRCH STD
Color Palette
Primary Typeface
LOGO DESIGN
A logo is a visual representation of everything a company stands for. I can honestly say that logo design can be challenging for any designer. Here I have created 3 very diverse logo’s from different industries. The first being a South African luxury hotel. This logo uses South Africa’s nation flower the protea as it’s dominant identity, with a gold textured fill that gives it a luxurious appeal. It is also complimented by a strong, bold san-serif that gives it a reliable and proud appearance.
The second logo is for a law office that is strictly dedicated to environmental law. With a friendly and welcoming typeface and distinctive “A”. This logo reads as a serious law firm, while still remaining warm and welcoming. Lastly, I have created a logo for a women’s clothing company that specializes in providing fashionable and reliable clothing to outdoor enthusiasts.
Brandon Grotesque
Primary Typeface
Color Palette
Harabara
Color Palette
Primary Typeface
RANDOM STUFF
As a graphic designer I continuously practice my skills, as there’s always room for improvement. I believe that a designer should be knowledgable in many forms of design. From branding and packaging, to illustration and web development, I constantly challenge myself to become a versatile designer that can tackle any challenge.
Here are a few examples of work I have created during my free time. When a great idea comes to mind, I immediatly write it down in a sketchbook and begin working on it. This way, I am able to create personal projects that allows me to improve my quality of work. This process is a major part of who I am.
PHOTOGRAPHY BY MIKE RUTHERFORD