Role: branding / graphic design / illustration / art direction
DD Hammocks is a growing Edinburgh based company who design and sell high quality hammocks and tarps worldwide. They have been at the forefront of hammock camping since 2005. I started working with them in 2013 and since then I have led projects in a variety of areas including branding, print design and product photography.
Personality: tough / adventurous
Brand recognition is vital for a growing brand with a wide and varied product range. It was necessary to create a set of guidelines to maintain consistency in brand ideology, visual style and tone of voice and then apply them to product packaging, advertising and promotional materials.
Below you can see the brand guidelines that I created applied to multiple products, promotional items, manuals and more.
DD Hammocks identity is more than just their logo – it’s the many little things that make a customer’s interaction with the brand unique. This manual was designed to keep DD Hammocks brand values, ideas and visuals as close to the founders vision of the brand as possible and keep it consistent across all media platforms.
Brand manual open at ‘Brand personality’ and ‘Target audience overview’
Brand manual open at ‘Brand standards’ and ‘Who we are’
Word of mouth provoked by leaflets and other promotional materials plays a big part in the expansion of the DD Hammocks brand. In the example below the 3 fold leaflet focuses on pictures over text as a shot of the product in a beautiful location generates more leads than a simple description. It was also advantageous as these leaflets are distributed world-wide.
DD Hammocks 3 fold leaflet giving an overview of the full product range
Business card design featuring a customer submitted shot taken in Sweden
DD product catalogue design
DD Multicam range leaflet
DD SuperLight range leaflet
DD SuperLight Tents leaflet
Poster for the Bushcraft show
Thank you card
Leaflet for the Ultralight Hammock Stand
New product promotional leaflet
When I joined the company I became responsible for designing the packaging and tags for all new product ranges. Below you can see the latest range of chill out hammocks. Hammock carry bags differ from most packaging as they are both informative and a functional part of the product itself.
An interesting project involved designing a natural seamless camouflage pattern which is now DD Hammock’s own Multicam (MC). It has been successfully used on a number of products and has helped to increase DD Hammock’s recognition around the world. My research, meticulous design and testing spanned over 2 years. The pattern is designed to blend in with both woodland and mountain environments and was very well accepted by the worldwide bushcraft community.
Hammocks and tarps featuring the multicam pattern
Above you can see a multicam tarp in-situ. If you are not convinced that it works – try to find the tarp bag in the bottom right corner!
Product manuals and spec sheets
Instructions and spec sheets for the best selling products designed to be as clear and concise as possible and also feature additional useful tips.
Above is the manual that comes with a fully modular Jungle Hammock camping system. It is designed with great attention detail and shows all the configurations of this hammock as well as the tips and tricks.
Above is the spec sheet for the same hammock. It gives you a brief overview of the product including specifications, key features and set-up options and is mostly used by distributors.
Above is the manual for using the Ultralight Hammock Stand.