Jack of Hearts | Brand Identity, Campaign & Merchandise

Jack of Hearts was created as a contemporary streetwear brand inspired by the cultural energy of London and New York. The ambition was to build a brand that felt expressive and confident without relying on the visual clichés often associated with streetwear.

The identity was developed around the idea of individuality, balancing simplicity with personality. At the center of the system is a hand-drawn heart mark that introduces an element of imperfection and humanity, reflecting the brand’s creative spirit and approachable character. The visual language was designed to feel understated yet distinctive, allowing the products and storytelling to take center stage.

Beyond the identity, the project extended into campaign development, merchandise, and brand applications, creating a cohesive system that could scale across apparel, digital touchpoints, and promotional materials. The goal was to establish a brand that felt equally at home in both cities while remaining authentic to its own point of view.

The result is a flexible and recognizable identity that captures the intersection of culture, creativity, and everyday expression, giving the brand a strong foundation for future growth.