Helly Hansen Workwear / HH Connect

Helly Hansen Workwear introduced the HH Connect pocket in 2022 — an interchangeable, customizable pocket system designed to let professionals tailor their workwear to their specific tasks. The innovation needed a distinct brand identity that could live within the Helly Hansen Workwear universe while clearly communicating modularity, customization, and professional utility.

The core challenge was to create a visual identity and brand guide for the HH Connect pocket system that would establish it as a distinct sub-brand within HH Workwear while remaining aligned with the parent brand. The identity needed to communicate functionality, interchangeability, and customization, while working seamlessly across product packaging, digital platforms, retail environments, and garment labelling. At the same time, it had to reflect the premium, durable, and professional qualities associated with HH Workwear and provide a flexible framework that could support future product and accessory expansions.

 To achieve this, the project focused on developing a logo and visual system that conveyed connection, modularity, and adaptability. This included establishing a cohesive visual language encompassing typography, colour palettes, iconography, and graphic elements that differentiated HH Connect while maintaining consistency with the broader HH Workwear brand. A comprehensive brand guide was also developed to ensure consistent application across all customer touchpoints and to support the continued growth of the product range.

The HH Connect logo was developed to be both minimal and functional, drawing inspiration from industrial design and modular construction. Built around interlocking forms that symbolise connection and interchangeability, the mark integrates seamlessly within HH's existing brand architecture while remaining distinctive enough to stand on its own. Particular attention was given to scalability and legibility, ensuring the logo performs effectively across garment labels, pocket tags, packaging, and digital applications. The result is a bold, versatile identity system that provides a strong visual foundation for the current product range and future extensions.