Hiccup
Hiccup is a bold new fashion brand founded by the visionaries behind Gorillas. Focused on sustainability and ethical manufacturing, Hiccup partners with eco-conscious producers in Turkey to create stylish, affordable clothing that doesn’t compromise on values. With a sleek app that makes shopping seamless, Hiccup is all about combining fashion and purpose.
From Idea to Identity: The Making of Hiccup
At Not Studio, we thrive on crafting brands that resonate deeply with their audience, combining creativity, strategy, and storytelling. When Christopher Chaaya, Ronny Shibley, and Şükrü Dağdelen, ex founders of Gorillas approached us with a vision for his new fashion brand, we were excited to embark on the journey of creating something truly unique. The project spanned every facet of brand development, from initial brainstorming to delivering a comprehensive brand world that the client could confidently take forward.
The process began with an in-depth discovery phase. We sat down with the client to understand their goals, the nuances of their industry, and their target audience. This stage was all about exploration—digging into what made their offering unique and identifying opportunities in the competitive landscape. From this, we developed a brand strategy that included naming, positioning, a value proposition, and key messaging. We rolled up our sleeves and held a strategy workshop, bouncing ideas and sharpening our focus until we landed on a clear, shared vision.
Naming was one of the most exciting parts of the project. The client wanted something playful, memorable, and totally unique. We dove into research and let our creativity flow, coming up with a range of options that we carefully tested for how they sounded, what they meant, and the feeling they created. In the end, "Hiccup" stood out—unexpected, charming, and the perfect match for the brand’s personality.
Hiccup - Brand identity
a clear vision for how "Hiccup" would appear in the world
With the name in place, we shifted focus to the brand's visual identity. We created a brand playbook, presenting three distinct design routes, each showcasing a unique combination of logo concepts, colour palettes, typography, and visual elements. This phase included another collaborative workshop with the client, ensuring they felt a genuine connection to the evolving brand.
From there, we developed preliminary brand guidelines—the foundation of a cohesive identity. These guidelines detailed how to use the logo, colours, and typography consistently across all touchpoints.
In addition to the core branding, we delivered visuals for a range of applications. This included homepage concepts, category and collection visuals, lookbook designs, poster concepts, and even motion and illustration references. Each piece was crafted to bring the brand to life in both print and digital contexts, offering a clear vision for how "Hiccup" would appear in the world.
The final stage of the project involved refining and delivering the full brand guidelines, incorporating feedback from earlier workshops and sign-offs. These guidelines were a comprehensive manual, ensuring Hiccup’s new team could maintain the integrity of the "Hiccup" brand across every platform and medium.
This collaborative journey with the Hiccup team resulted in a playful, dynamic brand that is as memorable as its name. "Hiccup" is more than just a brand; it’s a bold statement of identity, one that stands out in the fashion and lifestyle sector with confidence and charm. We’re proud to have been part of its creation and look forward to seeing it thrive.
Hiccup - Brand identity
Hiccup - fashion film
Client
Project
HICCUP BRAND NAMING EXERCISE
HICCUP BRAND IDENTITY
HICCUP CONTENT CREATION
CREDITS
MARK BAGE
CHRIS LAND
PAUL YOUNG
ROSS TEPEREK
NICOLE LEGG
BACK TO WORK →
BACK TO WORK →