Hámmel is a Bandung-based Muslimah clothing company. Established in a country with the largest Muslim population, Hámmel focuses on crafting modern Muslimah fashion that inspires young Muslimah. Hámmel offers Muslimah fashion enthusiasts a new way to celebrate love through inspiring fashion. In a mission to grow Muslimah modern fashion, Hámmel collaborates with Nuanda Studio to craft a unique branding for the company. Hámmel aims to articulate fashion as an expression of progressive Muslimah.

The Project started with determining problems that young Muslimah face in expressing themselves through fashion. A pragmatic approach to Muslimah fashion, as well as a stereotyping of Muslimah fashion become the main issue. Hámmel aims to redefine the approach in self-expressing through fashion. Young Muslimah should be embraced to express themselves with modern, stylist, yet polite fashion. This becomes a starting point on how the branding is develop into a cohesive output.

The branding tries to encourage young passionate Muslimah to promote self-love. Something Hámmel calls as the Infinite Loveliness; a form of expression which represents Hámmel’s values. Infinite Loveliness is a never-ending process of self-expression through fashion. Hámmel encourages their main audience to express self-love and promote it to others. This value is translated into a cheerful yet elegant visual identity.

From brand strategy & brandmarks to digital visual design, the brand-new Hámmel identity expresses their main values: lovely, cheerful, and inspiring. Taking inspiration from the unique symbolism of flowers, Hámmel’s new identity amplifies love and sweet vibes through minimalist visual approach. Red and white become the main color of the brand, combining with floral illustration to represent young passionate Muslimah. Overall, the project focuses on expressing the Infinite Loveliness through inspiring fashion. The visual identity is developed to articulate the value, with flowers as the main inspiration.