IZZ Habitus

01 — The brand

A wordmark, two colours, and room to breathe.

The brand didn't have a name when I started. IZZ Habitus — habit, habitus, the things you wear without thinking — came out of the first conversation about what the brand was for.

The identity is deliberately small: a serif wordmark in oxblood on bone, with the tagline "A Tee For Every Occasion" carried across everything the customer touches.

02 — The website

A storefront that sells the idea first.

Designed and built from scratch: the collection up front, the brand story behind it, and ordering kept simple.

Built from scratch rather than assembled on a platform — Supabase for the database, Railway and Render for deployment and hosting. No Shopify, no theme, no monthly platform fee for the client.

03 — Product imagery

Three shoots, no studio.

A studio shoot — photographer, models, styling, retouching — runs into the hundreds of thousands before a single piece sells. For a brand that hasn't launched yet, that's money it doesn't have. Every image here is AI-generated and built to pass for a real shoot.

Three kinds of shot: clean studio shots, styled editorial sets and group lookbook frames.

04 — Print & collateral

The brand, in the customer's hands.

A card, hang tags and a packaging insert — each carrying the wordmark and a QR code back to the store.

05 — Paid social

Meta ads, run in-house.

The launch is backed by Meta ad campaigns across Instagram and Facebook, planned, built and run by me alongside the brand's social strategy.

06 — What it took

Deciding what it stood for.

The hardest part came before anything could be designed: deciding what the brand stood for, and who it was for, while it was still only an idea. Every decision after that — the name, two colours, AI imagery instead of a shoot — had to be defended to someone whose own money was at stake. The ones that survived were the ones I could explain.